Sobre el ¿nuevo? espíritu I

Fairclough y Chiapello sobre la importancia de tomar en serio el lenguaje aparentemente banal 

(a propósito de Envolve!, de R. M. Kanter):

"(...) More generally, we believe that the study we have carried out is not merely of interest in terms of collaboration between disciplines. It also provides a relatively in-deph analysis of an influential management 'guru' text, allowing its codes to be exposed, which is one of a variety of ways in which social researchers can de-sacrilize the words of this prophets. De-sacrilization seems to us an important undertaking, for such texts have a real influence on the maintenance of dominant ideologies and on the actions of the managers who read them. Yet the lack of a scientific apparatus and a relatively unsophisticated style lead social scientists to treat them with disinterest or contempt, as is more generally the case with popular literature and television. Consequently, such texts are rarely subjected to critique, leaving the field free for them to do their doctrinal work. It seems to us, by contrast, that studying such texts is one of the tasks of social science as we conceive it –to subject to debate what presents itself as given and obvious, and to expose to critique all the social agencies which impose themselves on people, in order to enhance the democratic debate"

[E. Chiapello y N. Fairclough (2002): "Understanding the new management ideology: a transdisciplinary contribution from critical discourse and new sociology of capitalism", Discourse & Society, 13 (2), p. 207]