Resumo

GALICIA OSUNA, David  e  MONROY BALDI, María Esther. Rhetoric and administrative discourse. Contad. Adm [online]. 2016, vol.61, n.3, pp.582-598. ISSN 0186-1042.  https://doi.org/10.1016/j.cya.2015.06.003.

The goal that has this paper is to show that the administrative discourse, exposed in its basic texts, can be located in the field of rhetoric, particularly when seeking to persuade; and when they make their heuristic proposals (Lakatos, 1989; Laudan, 1986; Polanyi, 1958). I understand the rhetoric, with Perelman (1989) and Toulmin (2007) as an argumentation theory that seeks to persuade or convince so as to produce models or viable constructs. This in the field of performative propositions, not demonstrative empirically (Austin, 1955) recovering the Aristotelian practical rationality. Sampling in this work from rhetoric, persuasive passion in administrative texts such as Harold Koontz on how to solve "the semantic jungle" or administrative semantic disorder; and Reyes Ponce proposing to raise and include a sixth element in the administrative process, which is forecast; heuristics and passion in "normative" not descriptive, proposed first by Harold Koontz, in its five functions of management, second by Mary Parker Follett three models of command, in open dispute with the authoritarian model. Both passions allow the understanding of social reality construction, in particular organizational.

Palavras-chave : Administrative discourse; Rhetoric; Heuristic passion; Persuasive passion.