Management discourses evolution in Spanish financial institutions: the concept of engagement

This article analyzes the evolution of the concept of commitment in the credit institutions of our country through the examination of the periodical pub-lications issued by these organizations. The study begins with the analysis of the new business discourse, within the so-called management culture, whose main objective is to mold the employee's subjectivity in order to adopt the organiza-tion's objectives and in which commitment would represent a central aspect. Next, the transformation that the financial system has undergone in our country in recent years is described, allowing the analysis to be framed in a context marked by greater competitiveness and flexibility and within which the financial crisis suffered in 2008 will mark a turning point in the policies followed by these entities, with a sharp reduction in the number of employees and branches. Within the study carried out on the discourses of these credit institutions, we analyze their transformation from a situation in which the organization itself is responsible for promoting these values close to management to a new scenario in which the individual is responsible for providing these features and becom-ing responsible for the evolution of the institution according to the contribution and involvement that he/she deploys. In addition, these institutions promote the establishment of a new meaning of work itself. The individual will not only obtain a salary consideration for the tasks performed but will become a method by which he/she can be fulfilled as a person by promoting ideals of which he/she will be part due to his/her belonging and contribution to the development of the entity. Finally, due to the central role that these behaviors represent for these organizations, we analyze how these entities tend to periodically evaluate and measure the commitment displayed by their staff.