The understanding of the phenomenon of how organizational culture takes
place has is basis on the assumption that military organizations are a culture,
before its materialization as an institution, according to its density and permanence. Several authors, since the 80s of the last century, have been scrutinizing organizations, elaborating satisfactory analysis methodologies, motivated to construct a theory of organizational behavior even for complex ones such as the armed forces. Objectively, military cultural expressions are easy to observe, but difficult to interpret in their latent meanings. It is possible to describe how you construct your environment and what are the discernible patterns of behavior among its members, but often, you cannot understand about the underlying logic: why you behave in a certain way. The objective of the work is to understand how a complex organization like the military that affirms its image and socialization as dense that it fuses the organizational identity with the individual identity of its socialized ones. In order to meet the proposal, there was a selection of books and articles, as well as the system Scielo in order to make a literature review on power and image of the military to broaden the search for the debate. On the other hand, there is a case study through the analysis of an interview (conducted by Folha de São Paulo), to the candidate for the Presidency of the Republic of Brazil in the elections of 2018. Jair Bolsonaro, Brazilian Army reserve officer and a parliamentarian for six terms, which was explored on his private channel on You Tube, available until September 2017. A conclusion is that as the socialized of the Military Culture merge the organizational and individual identities, an external image coherent with the sphere of the public (political) is re-affirmed in spite of the heterogeneity of the institutional world and the junction of identities.

The understanding of the phenomenon of how organizational culture takes
place has is basis on the assumption that military organizations are a culture,
before its materialization as an institution, according to its density and permanence. Several authors, since the 80s of the last century, have been scrutinizing organizations, elaborating satisfactory analysis methodologies, motivated to construct a theory of organizational behavior even for complex ones such as the armed forces. Objectively, military cultural expressions are easy to observe, but difficult to interpret in their latent meanings. It is possible to describe how you construct your environment and what are the discernible patterns of behavior among its members, but often, you cannot understand about the underlying logic: why you behave in a certain way. The objective of the work is to understand how a complex organization like the military that affirms its image and socialization as dense that it fuses the organizational identity with the individual identity of its socialized ones. In order to meet the proposal, there was a selection of books and articles, as well as the system Scielo in order to make a literature review on power and image of the military to broaden the search for the debate. On the other hand, there is a case study through the analysis of an interview (conducted by Folha de São Paulo), to the candidate for the Presidency of the Republic of Brazil in the elections of 2018. Jair Bolsonaro, Brazilian Army reserve officer and a parliamentarian for six terms, which was explored on his private channel on You Tube, available until September 2017. A conclusion is that as the socialized of the Military Culture merge the organizational and individual identities, an external image coherent with the sphere of the public (political) is re-affirmed in spite of the heterogeneity of the institutional world and the junction of identities.