10 research outputs found

    Social, open and personalised environments for communication and knowledge management between business and educational organisations

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    This pilot research describes an investigation on web-based work environments for business and educational organisations involved on collaborative projects for social innovations. The objective of this work is to identify key functionalities of ubiquitous environments for strategic communication, collaborative learning and knowledge management between enterprise and educational professionals. This qualitative study focuses on the Brazilian project "Nestlé Nutrir Crianças Saudáveis" (Nestlé Nurturing Project - Healthy Children) whose objective is to prevent teenagers' malnutrition and obesity through the collaboration and voluntary work of educational association professionals and Nestlé's employees. Semi-structured interviews and online questionnaires were applied to public relation professionals at Nestlé Company and project managers of educational organisations who participated in Nestlé Nutrir. Based on key findings represented to visual analytics, it was possible to identify that business and educational organization use a variety of different environments including for similar functionalities, such as the dissemination of their collaborative project, process and key achievements. This pilot study suggests, then, some recommendations on work environments applied to ubiquitous contexts through weSPOT -- working environment with social, open and personalised tools. Further studies will then focus weSPOT functionalities for effective partnerships between companies and educational institutions for effective communication-collaboration and collective inquiry projects for social innovation

    O Neoliberalismo e Seus Reflexos nos Discursos Organizacionais

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    O objetivo deste trabalho √© de articular reflex√Ķes sobre o neoliberalismo e seus poss√≠veis impactos nos sujeitos a partir da perspectiva do discurso organizacional e sua influ√™ncia nos funcion√°rios. Para tanto, estuda-se o neoliberalismo a partir da sua performance psicol√≥gica, compreendendo que os discursos das organiza√ß√Ķes geram efeitos concretos em diversos √Ęmbitos e, portanto, configuram-se como mecanismos de poder. Fazendo uso de estrat√©gias e atuando em esferas distintas, as corpora√ß√Ķes se legitimam em um novo patamar de significa√ß√£o, onde se observa cada vez mais a prioridade do trabalho na sociedade. Sendo assim, a metodologia adotada consiste na pesquisa bibliogr√°fica dos temas debatidos e em uma investiga√ß√£o emp√≠rica e explorat√≥ria dos valores e princ√≠pios de tr√™s multinacionais (Ambev, Grupo P√£o de A√ß√ļcar e Eurofarma), que est√£o entre as empresas de destaque sobre diversidade de acordo com a revista Exame (‚ÄúA Metodologia que Embasa o Guia Exame Diversidade‚ÄĚ, 2021). Como categorias de an√°lise, utilizou-se 10 contornos da subjetividade empreendedora apresentados por Scharff (2016), definidos com o objetivo de abordar a vida ps√≠quica do neoliberalismo. A partir disso, observamos que tais discursos s√£o permeados pela positividade e por elementos que buscam reconfigurar as no√ß√Ķes de responsabilidades e obriga√ß√Ķes, assim como por caracter√≠sticas individualizantes e psicol√≥gicas, sugerindo que o poder do neoliberalismo talvez atue em um n√≠vel mais profundo da autoexplora√ß√£o

    The responsibility of the organizations due to the social impact of their communication in the virtual environment

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    O artigo apresenta uma reflex√£o sobre a responsabilidade das organiza√ß√Ķes ao disseminarem seus discursos nas m√≠dias sociais. O objetivo √© demonstrar como a comunica√ß√£o organizacional, diante de seu impacto social, pode dialogar sobre quest√Ķes √©ticas que estimulem respeito na sociedade a partir das rela√ß√Ķes estabelecidas em comunidades virtuais. Para isso, foi desenvolvida uma an√°lise de conte√ļdo das intera√ß√Ķes dos p√ļblicos nas campanhas da Skol e da Alezzia no Facebook.The article presents an analysis about the responsibility of organizations when disseminating their speeches in social media. The purpose is to demonstrate how organizational communication, in view of its social impact, can dialogue on ethical topics that stimulate respect in society, based on relationships established in virtual communities. Focused on that, a content analysis was developed, considering the interactions of the audiences in Skol and Alezzia campaigns on Facebook.El art√≠culo reflexiona acerca de la responsabilidad de las organizaciones cuando diseminan sus discursos en las redes sociales online. El objetivo es demostrar c√≥mo la comunicaci√≥n organizacional, delante de su impacto social, puede dialogar sobre cuestiones √©ticas que estimulan respeto en la sociedad a partir de las relaciones establecidas en comunidades virtuales. As√≠, fue desarrollado un an√°lisis de contenido de las interacciones de los p√ļblicos en las campa√Īas de Skol y Alezzia en Facebook

    El posicionamiento en Facebook para la promoción de los Derechos Humanos

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    O objetivo deste artigo √© refletir sobre o posicionamento estrat√©gico on-line das organiza√ß√Ķes perante a promo√ß√£o dos direitos humanos por meio da cultura de paz. Para tanto, tem como objeto de estudo a fanpage oficial do Facebook no Brasil. Como metodologia, utilizou-se pesquisa bibliogr√°fica, buscando aprofundamentos em tem√°ticas relacionadas √† comunica√ß√£o das organiza√ß√Ķes, cultura de paz e direitos humanos. Al√©m disso, foi realizada uma an√°lise quantitativa e qualitativa da fanpage, de setembro de 2017 a fevereiro de 2018 e de janeiro a junho de 2019, permitindo a produ√ß√£o de um estudo comparativo, a partir de categorias pautadas em indicadores da cultura de paz e de direitos humanos. Verificou-se que os posicionamentos organizacionais possibilitam uma via promissora para a promo√ß√£o dos direitos humanos.This article reflects on the online strategic positioning of organizations towards the promotion of human rights via the culture of peace. For such, our object of study is the official Brazilian Facebook fanpage. Bibliographic research was used as the methodology, seeking to deepen the knowledge in themes related to communication of organizations, culture of peace, and human rights. Furthermore, a quantitative and qualitative analysis of the fanpage was conducted from September 2017 to February 2018, and from January to June 2019, enabling the production of a comparative study based on categories considering culture of peace and human rights indicators. Organizational positions were found to provide a promising pathway for the promotion of human rights.El prop√≥sito de este art√≠culo es reflexionar sobre el posicionamiento estrat√©gico en l√≠nea de las organizaciones hacia la promoci√≥n de los derechos humanos a trav√©s de la cultura de paz. Para ello, tiene como objeto de estudio la fanpage oficial de Facebook en Brasil. Como metodolog√≠a, se utiliz√≥ la investigaci√≥n bibliogr√°fica, buscando profundizar en temas relacionados con la comunicaci√≥n de organizaciones, cultura de paz y derechos humanos. Adem√°s, se realiz√≥ un an√°lisis cuantitativo y cualitativo de la fanpage de septiembre de 2017 a febrero de 2018 y de enero a junio de 2019, lo que permiti√≥ un estudio comparativo desde categor√≠as basadas en indicadores de cultura de paz y derechos humanos. Se ha encontrado que las posiciones organizacionales brindan una v√≠a prometedora para la promoci√≥n de los derechos humanos

    Comunicação e movimentos sociais: a atuação do Fórum Nacional pela Democratização da Comunicação na internet

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    A partir del ejemplo de FNDC - Foro Nacional por la Democratizaci√≥n de la Comunicaci√≥n (FNDC) y su acci√≥n en las redes sociales online, este art√≠culo tiene como objetivo reflexionar sobre la importancia de internet y las redes sociales para la movilizaci√≥n social para la organizaci√≥n, la difusi√≥n y el fortalecimiento de los movimientos y activistas sociales. A pesar de que el FNDC no utiliza todo el potencial de las redes sociales online, se lleg√≥ a la conclusi√≥n de que tienen un papel fundamental para el fortalecimiento de los diferentes movimientos sociales.Based on the example of the National Forum for Communication Democracy (FNDC) and its action on online social networks, this article aims to consider the importance of the internet and social networks for social mobilization, organization, dissemination and strengthening of the social movements and activists. Although the FNDC does not use the whole potential of online social networks, it is verified that they have a crucial role in strengthening diversified social movements.A partir do exemplo do F√≥rum Nacional pela Democratiza√ß√£o da Comunica√ß√£o (FNDC) e de sua a√ß√£o nas redes sociais online, este artigo tem como objetivo refletir sobre a import√Ęncia da internet e das redes sociais para a mobiliza√ß√£o social, para a organiza√ß√£o, a dissemina√ß√£o e o fortalecimento dos movimentos sociais e dos ativistas. Apesar de o FNDC n√£o utilizar toda a potencialidade das redes sociais online, conclui-se que estas t√™m papel fundamental para o fortalecimento dos mais diferentes movimentos sociais

    O papel do profissional de Rela√ß√Ķes P√ļblicas como gestor da comunica√ß√£o para a educa√ß√£o do p√ļblico interno

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    This study is the result of theoretical and practices reflections that sought to understand the role of the professional of Public Relations as educator and manager of the communication process in the digital age. For the theoretical foundation of the theme, started from an overview to the subject, with a historical context of capitalism and its attendant changes in the global scenario. Were discussed, later, the model of dialogic communication interaction, which is the building space of dialogue between organization and internal public. Comes a new vision for the role of public relations in educational activities for communication, due to the capacity of this professional to diagnose, predict, assess and implement projects, which may enable the rediscovery of the subject in its social, cultural and human dimensions. From this perspective, the professional of PR needs to promote the humanization of man and visualize a communication to action, which involves the transmission of information exchange, reflection, reciprocity and dialogue. The overall objective of this study was to analyze the educational role of internal communication, considering the performance of the professional of public relations as a communicator and educator of the communication process in the digital age. Thus, the specific objectives of this research, supported in a methodology qualitative, quantitative and a case study, consisted of a more critical analysis to compare the level of development of internal communication for education in two organizational frameworks -Brazilian and English- of Nestl√© company, under the light of the organizational culture and interactional dialogic model and, in the verification of which competences are essential to the communicator play the role of educator and which competences should be generated in the internal public to occur formation, considering which features a virtual environment need to have to provide it, since it is a space that..Este estudo √© resultado de reflex√Ķes te√≥ricas e pr√°ticas que buscaram compreender a atua√ß√£o do profissional de Rela√ß√Ķes P√ļblicas como gestor e educador do processo comunicacional na era digital. Para o embasamento te√≥rico acerca do tema, partiu de uma vis√£o geral, com a contextualiza√ß√£o hist√≥rica do capitalismo e suas consequentes transforma√ß√Ķes no cen√°rio globalizado. Aborda-se, posteriormente, o modelo de intera√ß√£o comunicacional dial√≥gica, que √© o espa√ßo de constru√ß√£o da interlocu√ß√£o entre organiza√ß√£o e p√ļblico interno. Surge uma nova concep√ß√£o para a atua√ß√£o das Rela√ß√Ķes P√ļblicas em a√ß√Ķes educativas para a comunica√ß√£o, por ser um profissional capaz de diagnosticar, prognosticar, assessorar e implementar projetos, podendo viabilizar a redescoberta do sujeito em suas dimens√Ķes social, cultural e humana. Sob essa perspectiva, o profissional de Rela√ß√Ķes P√ļblicas precisa promover a humaniza√ß√£o do homem e visualizar uma comunica√ß√£o para a√ß√£o, onde a transmiss√£o de informa√ß√£o implica a troca, reflex√£o, reciprocidade e di√°logo. O objetivo geral desse estudo consistiu em a nalisar o papel educativo da comunica√ß√£o interna, considerando a atua√ß√£o do profissional de Rela√ß√Ķes P√ļblicas como comunicador e educador do processo comunicacional, na era digital. Diante disso, os objetivos espec√≠ficos dessa pesquisa, amparados em uma metodologia qualitativa, quantitativa e de estudo de caso, consistiram em uma an√°lise mais cr√≠tica ao comparar o n√≠vel de desenvolvimento da comunica√ß√£o interna voltada para a educa√ß√£o em dois √Ęmbitos organizacionais -brasileiro e ingl√™s- da empresa Nestl√©, sob √† luz da cultura organizacional e do modelo interacional dial√≥gico e, na verifica√ß√£o de quais compet√™ncias s√£o essenciais para o comunicador desempenhar o papel de educador e quais compet√™ncias devem ser geradas no p√ļblico interno para que ocorra sua forma√ß√£o, considerando quais funcionalidade

    Entre el inter√©s p√ļblico y el corporativo: impactos de la comunicaci√≥n organizacional frente a la desinformaci√≥n

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    This study aims to analyze business initiatives to combat COVID-19, facing the problem of disinformation, to reflect on the public impact of organizational communication. Based on a theoretical foundation to contextualize the debate, we did a Critical Discourse Analysis of the initial communication strategies of the Unidos Pela Vacina (United for Vaccines) movement. The results suggest questions about the boundary between business and public interests in companies‚Äô social impact actions.El objetivo de este estudio es analizar las iniciativas corporativas de enfrentamiento del covid-19 frente al problema de la desinformaci√≥n, para reflexionar sobre el impacto p√ļblico de la comunicaci√≥n organizacional. As√≠, desde una base te√≥rica para contextualizar el debate, se aplic√≥ el An√°lisis Cr√≠tico del Discurso en las estrategias de comunicaci√≥n iniciales del movimiento Unidos Pela Vacina. Los resultados apuntan a interrogantes sobre la frontera entre los intereses corporativos y p√ļblicos en las acciones de impacto social de las empresas.O objetivo deste estudo √© analisar iniciativas empresariais de combate √† covid-19 diante da problem√°tica da desinforma√ß√£o, para refletir sobre o impacto p√ļblico da comunica√ß√£o organizacional. A partir de uma fundamenta√ß√£o te√≥rica para contextualizar o debate, realizamos a an√°lise cr√≠tica do discurso das estrat√©gias comunicacionais iniciais do movimento Unidos pela Vacina. Os resultados sugerem quest√Ķes sobre o limite entre os interesses empresarial e p√ļblico em a√ß√Ķes de impacto social das empresas

    Novas estrat√©gias comunicacionais diante da pandemia de Covid-19: reflex√Ķes sobre o papel p√ļblico da comunica√ß√£o organizacional

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    The Covid-19 pandemic impacted many social spheres and demanded immediate transformations in society. Organizations needed to reinvent themselves quickly in several aspects, such as their internal practices, as well as in the way of relating to their various publics. This evidenced the interdependence between business organizations and society, requiring them to act for collective interests. In view of this, it is observed that these organizations are assuming a public character, being important to think about how they get involved with society and what are the impacts for social, political, cultural and economic realities. For this, organizational communication has an important role because it is able to act in the public sphere with regard to the promotion of debates that can impact collective attitudes, considering that organizations occupy a strategic position to direct issues that influence social behavior. As a communicative phenomenon, they disseminate ideas, values, and information that influences society, mainly because of their centrality in the daily lives of individuals. So, facing the pandemic scenario, there are numerous corporate actions that aim to serve the public interest, such as the initiative ‚ÄúTodos pela Sa√ļde‚ÄĚ (All for Health), an alliance between several organizations. This initiative was chosen as the object of study for contributing to the objective of this paper: analyzes the public role of organizational communication by assuming that communication strategies can generate an impact on public interests in face of the Covid-19 pandemic. The movement aims to mitigate the effects caused by the virus by supporting public health actions promoted by SUS (‚ÄúSistema √önico de Sa√ļde‚ÄĚ- Health Unic System), contributing with solutions and financial support to the public authorities. The ‚ÄúTodos pela Sa√ļde‚ÄĚ is coordinated by a group of specialists from the health area that guide the decisions to be made to face the virus with scientific basis. Therefore, as a methodological procedure was adopted three ways: a bibliographic research aiming to investigate about the role of the communications from private organizations in the pandemic context; a documentary research of the ‚ÄúAll for Health‚ÄĚ medias; and the media discourse analysis (Charaudeau, 2005; 2006) and the dialogic aspects (Bakhtin, 2002; 2003) from the material released by the Initiative. As part of the results, it is observed that the strategies used, at least from the point of view of organizational communication, were innovative in producing something new in their narratives, because the organizations adopted a unison speech in favor of fighting the virus without political or commercial interest. Another highlight is the language strategies used, which seek to value the public in the enunciative act. The consequence is an unusual gender in organizational communication, the educative one. Undoubtedly, it is not possible to ignore the marketing objectives from this Initiative. However, it is important to understand organizational communication as a phenomenon of collective construction and reconstruction that influences the individuals, as well as guide the formation of society. This study provides significant reflections about the public impact of organizational communication for the collective interest, especially regarding the current Covid-19 pandemicEste estudo prop√Ķe refletir sobre o papel p√ļblico da comunica√ß√£o organizacional ao assumir estrat√©gias comunicacionais que podem gerar impacto de interesse p√ļblico diante da pandemia de Covid-19. Como perspectiva te√≥rica abordamos a rela√ß√£o entre as organiza√ß√Ķes e a sociedade a partir da comunica√ß√£o organizacional. No procedimento metodol√≥gico realizamos uma pesquisa bibliogr√°fica, uma pesquisa documental e a an√°lise do discurso midi√°tico e aspectos dial√≥gicos do "Todos pela Sa√ļde". Os resultados sugerem que estrat√©gias comunicacionais de interesse p√ļblico possuem capacidade para impactar a sociedade

    Comunica√ß√£o orientada para cultura de paz nas organiza√ß√Ķes: uma proposta de an√°lise da comunica√ß√£o organizacional digital de tr√™s empresas do Pacto Global no Brasil

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    This article aims to understand some aspects of communication in organizations in order to identify which elements are essential for a communication dynamic focused on the culture of peace in a context that may or may not naturalize organizational violence. Although it may seem controversial, both dynamics (focused on a peace culture or violence) can be strained in the organizational environment as they value and legitimize strategic elements of communication in these same organizations. This conception is based on the understanding that companies, through the diffusion of their media discourses, either through their own official spaces or by other means, assume a significant role in society to schedule matters and establish standards. Thus, a demand arises for responsible communication, which has been used by companies as a form of competitive advantage to create and / or strengthen bonds with their audiences and, therefore, differentiate themselves in a market with competition fierce. For this, based on the principles discussed in Peace Studies and considering its multidisciplinary nature, there is in the Communication for Peace the debate about the appearance (or not) of violence through communicational dynamics. For this reason, we also support this paper in the strategic elements of Peace Journalism, which indicates forms of communication that stimulate a culture of peace in conflict scenarios. From this, it was possible to construct analytical categories, in order to list the essential characteristics that could indicate a direction of organizational communication as a potentializer of actions directed to the culture of peace or legitimizing organizational violence. This is because the communicational actions of companies, especially when referring to an institutional positioning, can influence behaviors and, consequently, in the consolidation of the organizational culture itself. In an attempt to check in a practical way the formulation of the developed categories, we selected three Brazilian companies that have long been committed to the Global Compact, an initiative of the United Nations, which seeks to bring elements linked to ethical and sustainable management into the organizational sphere, they are: Natura, Copel and ArcelorMittal. Therefore, we analyzed the institutional speeches propagated in the three selected videos of these companies, ‚ÄúNatura ‚Äď The most beautiful tune‚ÄĚ; ‚ÄúInstitutional Copel Energia‚ÄĚ and ‚ÄúSafety Day - ArcelorMittal‚ÄĚ referring to the institutional campaigns of these companies that were published in the first half of 2019 on their official YouTube channels. The analysis of the material was performed based on the discursive proposal of stereotypes offered by Amossy (2008), which aligns the aspects of the enunciator's search for legitimation before an audience. To this end, four analytical categories were established to identify a communication directed towards peace, that is, one that is concerned with promoting dialogue, building collective values, generating social transformation and considering the historical and socio-cultural context in which they are inserted. The development of these categories was inspired by the perspective of Journalism for Peace (Lynch and Mcgoldrick, 2007; Cabral and Salhani, 2017) and by the dimensions of essential communication skills (Calonego, 2018). With the study, it was possible to identify that although organizations are committed to the goals established by the Global Compact, these elements are not necessarily presented in their institutional campaigns, indicating the need for organizational communication focused on peace. In addition, problems related to the alignment between the formulation of organizational discourse and its institutional communication were detected.Este artigo tem como objetivo compreender alguns aspectos da comunica√ß√£o nas organiza√ß√Ķes a fim de identificar quais elementos s√£o essenciais para uma din√Ęmica comunicacional voltada √† cultura de paz em um contexto que pode ou n√£o naturalizar a viol√™ncia organizacional. Embora possa parecer controverso, ambas as din√Ęmicas (voltada para cultura de paz ou para a viol√™ncia) podem ser tensionadas no ambiente organizacional √† medida que se valorizam e legitimam elementos estrat√©gicos da comunica√ß√£o nessas mesmas organiza√ß√Ķes. Para isso, com base nos princ√≠pios discutidos nos Estudos para Paz (Peace Studies), especificamente na perspectiva da Communication for Peace, partimos de elementos estrat√©gicos do Peace Journalism para constru√ß√£o de categorias anal√≠ticas, a fim de elencarmos as caracter√≠sticas essenciais que poderiam indicar um direcionamento da comunica√ß√£o organizacional como potencializadora de a√ß√Ķes direcionadas para a cultura de paz ou legitimadoras da viol√™ncia organizacional. Na tentativa de verificar de modo pr√°tico a formula√ß√£o das categorias desenvolvidas, selecionamos tr√™s empresas brasileiras que h√° mais tempo se comprometeram com o Pacto Global, iniciativa da Organiza√ß√£o das Na√ß√Ķes Unidas, que busca trazer ao √Ęmbito organizacional elementos ligados a uma gest√£o √©tica e sustent√°vel, s√£o elas: Natura, Copel e ArcelorMittal. Selecionamos v√≠deos referentes √†s campanhas institucionais dessas empresas que foram publicados no primeiro semestre de 2019 em seus canais oficiais no Youtube. A an√°lise do material foi realizada a partir da proposta discursiva dos estere√≥tipos oferecida por Amossy (2008), mediante a cria√ß√£o de categorias anal√≠ticas inspiradas na perspectiva do Jornalismo para Paz (Lynch e Mcgoldrick, 2007; Cabral e Salhani, 2017) e nas dimens√Ķes das compet√™ncias essenciais em comunica√ß√£o (Calonego, 2018). Foi poss√≠vel identificarmos que apesar das organiza√ß√Ķes estarem comprometidas com as metas estabelecidas pelo Pacto, n√£o necessariamente esses elementos s√£o apresentados em suas campanhas institucionais, indicando algumas problem√°ticas relacionadas √† formula√ß√£o do discurso organizacional mediante sua comunica√ß√£o institucional

    Extraprensa. Cultura e comunicação na América Latina (vol. 13 no. 1 jul-dic 2019)

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    A revista Extraprensa √© um peri√≥dico destinado √† publica√ß√£o da produ√ß√£o cient√≠fica nas √°reas da cultura e da comunica√ß√£o no Brasil e Am√©rica Latina, abrangendo temas como a diversidade cultural, cidadania, express√Ķes das culturas populares, artes, m√≠dias alternativas, epistemologia e metodologia em cultura e comunica√ß√£o
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