El discurso gerencial y la representación ideológica de la cultura latinoamericana

Abstract

In this paper I explore the discursive strategies of Managerialism that legitimize the role of the Anglo West as the new colonial power through an analysis of the language used in global business textbooks to represent the Latin American culture. The study of different discursive strategies, which include illustrations, fictionalized case studies, pseudo-scientific stereotyping, overgeneralization and use of verbal ideological signs, shows how business textbooks misrepresent the culture of the other by combining the ideological complexes of globalization and postcolonialism.