METHODOLOGICAL INTEGRATION BETWEEN GROUP OF DISCUSSION AND SOCIOLOGICAL DISCOURSE ANALYSIS: AN EXEMPLARY CASE OF FEMININE DISCOURSE ABOUT BEAUTY CONSUMPTION.

ABSTRACT

The thematic and problems of organizational everyday life have demanded advanced methodological practices originating and built within sociology. This article discusses and demonstrates the integrated use of methodological practices originating from the Spanish Tradition of Qualitative Social Research and that in the Brazilian Organizational Studies has already had its space since the middle of the year 2000 – specifically the Sociological Discourse Analysis (SDA) and, its main collection technique – the Discussion Group (DG). Such methodologies are already well-theorized and even practiced in our field but have not yet been applied in an associated way in Brazilian EORs. In order to contribute to the possibility of expanding the use of methodologies and to assist the practice of interested researchers, this article has as main objective to present the main procedures – abstracted from the interior of an “exemplary case” – that is, to reveal how they manifested themselves the application of Discourse Group methodologies, whose “group discourse” was analyzed by the procedures and modules of the Sociological Discourse Analysis. The “exemplary case” itself refers to the female consumption of the consumption of beauty and six GDs were conducted. Designs, participants, theorization of the study itself are briefly outlined in the introductory chapter only as a contextualization. The objective, therefore, of this methodological work written as an “exemplary case” is to contribute mainly to the graphic visualization of the procedures in an empirical study that uses such methodologies in an integrated way. The first two chapters introduce the reader in the universe of GD and ASD methodologies, their historicity, epistemic influences, concepts, the role of the researcher, among other elements. At the end, the example emerges – under the command of a guiding summary of the construction and interpretation of Graphic Representations (topographic) about each modular procedure.

Key-words:
Sociological Discourse Analysis; Discussion Group; Qualitative Analysis; Beauty Consumption