ESTRATÉGIAS COMUNICATIVAS E SUSTENTABILIDADE: UMA ANÁLISE CRÍTICA DO DISCURSO AMBIENTAL NO WEBSITE DA EBSERH COMMUNICATIVE STRATEGIES AND SUSTAINABILITY: A CRITICAL ANALYSIS OF ENVIRONMENTAL DISCOURSE ON THE EBSER WEBSITE

Abstract

ABSTRACT

This article investigates the environmental discourse on the EBSERH website using Critical Discourse Analysis (CDA). The objective is to uncover the discursive strategies used to construct an image of socio-environmental responsibility and assess whether these strategies translate into concrete actions. The analysis focuses on language, imagery, and website structure, identifying power relations and ideologies within the environmental discourse. The findings reveal significant shortcomings: the absence of a dedicated section for the management of healthcare service solid waste (RSS), inconsistent language, and vague references to environmental responsibility. Information on regulations and legislation is limited, and practical guidance is basic. Sustainable initiatives and educational resources are insufficient, and transparency needs improvement. The study concludes that the EBSERH website requires improvements in communication and RSS management. It recommends creating a specific section for RSS, publishing periodic reports, supporting research, and adopting more accessible language. These actions could enhance efficiency and reinforce EBSERH’s commitment to environmental and social responsibility, better serving healthcare professionals and society.

Keywords: Critical Discourse Analysis; Environmental Discourse; Brazilian Hospital Services Company (EBSERH); Corporate Website.