Gerenciamento terminológico empresarial em libras: o caso da venda de gelato Il Sordo

Corporate Terminology Management (CTM) is a specialized area of language that conveys terms (Cabré, 1999; Temmerman, 2000) related to management and standardization, aiming to ensure effective communication both within the community of practice and with the broader public (Eckert, 2012). In the business sector, this type of terminology seeks to transmit specialized language that enhances communication as a driving force, minimizing potential disruptions in the transmission of essential information—particularly in the management of expansionist and entrepreneurial possibilities (Müller, 2013; Batista, 2011). The focus of this dissertation was the terminological organization of products sold by il Sordo, a business distinguished by its use of Brazilian Sign Language (Libras) as a central element of its identity and operations. The study was based on the premise that the specific terms used in il Sordo’s sales chain can be cataloged and managed through terminological records, contributing to the standardization of corporate communication and reinforcing Libras as an inclusive element. The research was guided by two central questions: How can the terminological constructions of products sold at il Sordo be organized? In what ways does Libras consolidate itself as an essential identity marker of the company? The central hypothesis of this study is that the deaf attendants at il Sordo use standardized sign terms to represent products, as a result of their participation in a consolidated community of practice and the fact that they all originate from the same state, Sergipe. Therefore, the terminological formalization of Libras at il Sordo emerged as a key factor in its expansion and standardization. The general objective of the study was to organize the corporate terminology of il Sordo, promoting a terminological management system that supports the inclusion of Libras in the business context. Specific objectives included cataloging product-related terminologies, de...