<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2007-8110</journal-id>
<journal-title><![CDATA[Cultura y representaciones sociales]]></journal-title>
<abbrev-journal-title><![CDATA[Cultura representaciones soc]]></abbrev-journal-title>
<issn>2007-8110</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Instituto de Investigaciones Sociales]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2007-81102010000100034</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La apropiación del discurso de la sustentabilidad por las organizaciones empresariales brasileñas]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Kavinski]]></surname>
<given-names><![CDATA[Heloísa]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Edmilson de Souza-Lima]]></surname>
<given-names><![CDATA[José]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Maciel-Lima]]></surname>
<given-names><![CDATA[Sandra Mara]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Floriani]]></surname>
<given-names><![CDATA[Dimas]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,FAE  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brazil</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,FAE  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brazil</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,CNPPq  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brazil</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,UFPR  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brazil</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2010</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2010</year>
</pub-date>
<volume>4</volume>
<numero>8</numero>
<fpage>34</fpage>
<lpage>69</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-81102010000100034&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-81102010000100034&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-81102010000100034&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El presente artículo se propone rastrear, desde sus orígenes, el discurso de la sustentabilidad y su apropiación por las organizaciones empresariales, con el objeto de conocer mejor las ideas ecológicas que respaldan las prácticas sustentables de algunas empresas brasileñas. Se trata de una investigación exploratoria, bibliográfica y documental que por medio del análisis del discurso contenido en cinco informes sobre sustentabilidad, publicados por grandes empresas brasileñas y reconocidos por su orientación hacia las prácticas sustentables, busca identificar el contenido y el alcance real del concepto de la racionalidad ambiental adoptado por dichas empresas. Se concluye que hay una carencia de racionalidad teórica en los discursos de las organizaciones analizadas. La mayoría de las acciones desarrolladas por dichas organizaciones tiene como asunto principal la preservación de los recursos naturales; el tema menos contemplado en las propuestas de prácticas sustentables es la prevención de catástrofes, por lo que se pone de manifiesto la distancia entre las propuestas de sustentabilidad formuladas por las organizaciones estudiadas y la teoría de la racionalidad ambiental propuesta por Enrique Leff.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The purpose of this article is to trace, from its origins, the sustainability discourse and its appropriation by managerial organizations, in order to know well the ecological ideas that endorse the sustainable practices of some Brazilian companies. It is a type of exploratory, bibliographical and documentary research that by means of the analysis of the discourse contained in five reports on sustainability, published by big Brazilian companies and recognized by their orientation towards sustainable practices, seek to identify the content and the real scope of the concept of environmental rationality adopted by the above mentioned companies. One of the conclusions is that there is a lack of theoretical rationality in the discourse of the analyzed organizations. The majority of the actions carried out by the above mentioned organizations have as a main subject matter the preservation of natural resources; the topic least contemplated in the proposals of sustainable practices is the prevention of catastrophes; thus a distance is revealed between the proposals of sustainability formulated by the studied organizations and the theory of environmental rationality proposed by Enrique Leff.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Sustentabilidad]]></kwd>
<kwd lng="es"><![CDATA[racionalidad ambiental]]></kwd>
<kwd lng="es"><![CDATA[discurso]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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