In recent years, it has been argued that the society in which we live is in a stage of high modernity (Giddens, 1991) generating an explosion of new management models. The purpose of this paper is to analyse the ideological assumptions embedded in the management model described in a Danish management guidebook in order to examine whether it matches the general development of society into high modernity. By means of a critical discourse analysis (Fairclough's model) we examine the rhetorical articulation of the coaching concept in terms of established discourses of management. Our analysis demonstrates an obvious clash between the implied logic and messages of the book and the way theses messages are expressed.
Iii International Conference on Discourse, Communication and the Enterprise, 2005
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DICOEN 2005, a<strong> </strong>Escola de Negócios da PUC Rio