Retórica organizacional: lógica, emo？？o e ética no processo de gest？o

we propose the application of rhetorical elements in management, as form to deal with the new organizational reality, necessarily more dependent of the cooperation, collaboration and participation of their members. the organizational rhetoric allows to the manager to get a method of articulation of human dimensions and organizational objectives. enlarging the aristotelian rhetoric from verbal to no-verbal, it established the practice of to analyze and to apply managerial actions with ethical, emotional and logical meanings to the internal public. it' s a strategy of rhetorical arguments to reach the consensus, or, the plausible agreement on the organizational objective. one case study is discussed and it demonstrated the viability of the rhetorical analysis.