Tornando a organização um dispositivo maximizador de bem: um estudo sociológico sobre a construção moral do mercado de organização no Brasil

Abstract

Turning organizations into good-maximizing devices: a sociological study on the moral construction of the organization market in Brazil. This study describes the results of a sociological analysis of the moral construction of the organizational market in Brazil, which consists of personal organizers (POs) — service providers who mobilize sequential practices toward greater functionality and optimization in different dimensions of individual life. Methodologically, I conducted semi-structured interviews with POs, attended a major event in this field in Brazil, and analyzed personal organization manuals. Theoretically, I draw on the sociology of morality and pragmatic sociology to map the meanings and values at play in the moral construction of the market in question. Based on the collected data, I argue that POs sell organizations as good-maximizing devices, i.e., as a set of practical operations the effects of which would affect different types of good (one’s own good, others' good, the common good, and the good of all) and would thus positively influence both the private dimension of everyday experience and the collective dimension of social life.