Comunicação organizacional em contexto digital: estudo sobre as micro empresas do comércio de vestuário de Bauru
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Data
2017-10-24
Autores
Carneiro, Aline Mariano Alves
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
O contexto digital, por meio das tecnologias da informação e da comunicação (TICs) estão ressignificando o cotidiano dos indivíduos e de suas relações sociais, agora também virtuais. Consequentemente os novos conceitos estruturantes da sociedade em rede vem afetando diretamente o cenário das organizações contemporâneas, principalmente das micro e pequenas empresas (MPEs), uma vez que os indivíduos agora vivenciam uma realidade cultural mediada pela conexão, interatividade e velocidade de informações. Essa mediação exercida especialmente pelas TICs e pela virtualização coloca-nos diante de mudanças estabelecidas pelas relações entre o indivíduo e a tecnologia, alterando costumes, hábitos, a percepção de tempo e do espaço, dos modos de ver o mundo e a si mesmo. Portanto, essa mediação muda também as relações estabelecidas com e nas organizações e seus públicos. Não por acaso, esse estudo pretende fazer uma incursão sobre o contexto digital e sua influência sobre as organizações, considerando que as mudanças sociais, culturais, econômicas pautadas na transição dos meios de comunicação analógicos para os digitais e de como podem afetar e alterar o modus operandi das organizações. Portanto, a pesquisa tem como objetivo refletir sobre as dificuldades que as MPEs enfrentam em relação a comunicação organizacional, especialmente com a ascensão das TICs e da comunicação digital. Para tanto desenvolveu-se uma pesquisa teórica e aplicada, de abordagem quantitativa e qualitativa, com objetivos exploratórios e descritivos. Enquanto pesquisa teórica, utilizou-se da pesquisa bibliográfica, cujas principais referências destacamos Kunsch (2002, 2006, 2007, 2008, 2009 E 2014 ); Wolton (2006); Castells (2006); Corrêa (2005, 2008 E 2009); Jenkins (2009); Manucci (2008); Di Felice (2008); Recuero (2017), entre outros. Adicionalmente, adotou-se a pesquisa de campo com aplicação das técnicas do questionários e entrevista semiestruturada para a coleta de dados. A amostragem delimitou-se às micro empresas do comércio de varejo de vestuário do corredor do Calçadão da Batista de Carvalho da cidade de Bauru, São Paulo. Os resultados encontrados apontam que a comunicação organizacional não recebe qualquer tipo de gerenciamento ou atenção pelos empresários e, consequentemente a comunicação digital e as TICs são utilizadas exclusivamente para fins táticos e instrumentais. Com isso verifica-se que a maior dificuldade percebida é a transição da cultura organizacional, que ainda resiste em manter as características do período de industrialização, sendo centralizada no empresário e relutante às mudanças sociais.
The digital context, through information and communication technologies (ICTs) are redefining the daily lives of individuals and their social relations, now also virtual. Consequently, the new structuring concepts of network society have directly affected the scenario of contemporary organizations, especially micro and small enterprises (SMEs), since individuals now experience a cultural reality mediated by the connection, interactivity and speed of information. This mediation exercised especially by ICTs and virtualization puts us in the face of changes established by the relations between the individual and technology, changing customs, habits, perception of time and space, ways of seeing the world and itself. Therefore, this mediation also changes the relationships established with and in organizations and their audiences. Not by chance, this study intends to make a foray into the digital context and its influence on the organizations, considering that the social, cultural, economic changes based on the transition from the analogical media to the digital ones and of how they can affect and change the modus operations. Therefore, the research aims to reflect on the difficulties that MSE faces in relation to organizational communication, especially with the rise of ICTs and digital communication. For that, a theoretical and applied research was developed, with a quantitative and qualitative approach, with exploratory and descriptive objectives. As a theoretical research, we used bibliographical research, whose main references are Kunsch (2002, 2006, 2007, 2008, 2009 and 2014); Wolton (2006); Castells (2006); Corrêa (2005, 2008 and 2009); Jenkins (2009); Manucci (2008); Di Felice (2008); Recuero (2017), among others. In addition, the field research was applied with the application of the techniques of the questionnaires and semi-structured interview for the data collection. Sampling was limited to the micro-enterprises of the retail clothing trade in the corridor of Baçade de Batista de Carvalho in the city of Bauru, São Paulo. The results show that the organizational communication does not receive any kind of management or attention by the entrepreneurs and, consequently, the digital communication and the TICs are used exclusively for tactical and instrumental purposes. This shows that the greatest perceived difficulty is the transition of the organizational culture, which still resists maintaining the characteristics of the industrialization period, being centralized in the entrepreneur and reluctant to social changes.
The digital context, through information and communication technologies (ICTs) are redefining the daily lives of individuals and their social relations, now also virtual. Consequently, the new structuring concepts of network society have directly affected the scenario of contemporary organizations, especially micro and small enterprises (SMEs), since individuals now experience a cultural reality mediated by the connection, interactivity and speed of information. This mediation exercised especially by ICTs and virtualization puts us in the face of changes established by the relations between the individual and technology, changing customs, habits, perception of time and space, ways of seeing the world and itself. Therefore, this mediation also changes the relationships established with and in organizations and their audiences. Not by chance, this study intends to make a foray into the digital context and its influence on the organizations, considering that the social, cultural, economic changes based on the transition from the analogical media to the digital ones and of how they can affect and change the modus operations. Therefore, the research aims to reflect on the difficulties that MSE faces in relation to organizational communication, especially with the rise of ICTs and digital communication. For that, a theoretical and applied research was developed, with a quantitative and qualitative approach, with exploratory and descriptive objectives. As a theoretical research, we used bibliographical research, whose main references are Kunsch (2002, 2006, 2007, 2008, 2009 and 2014); Wolton (2006); Castells (2006); Corrêa (2005, 2008 and 2009); Jenkins (2009); Manucci (2008); Di Felice (2008); Recuero (2017), among others. In addition, the field research was applied with the application of the techniques of the questionnaires and semi-structured interview for the data collection. Sampling was limited to the micro-enterprises of the retail clothing trade in the corridor of Baçade de Batista de Carvalho in the city of Bauru, São Paulo. The results show that the organizational communication does not receive any kind of management or attention by the entrepreneurs and, consequently, the digital communication and the TICs are used exclusively for tactical and instrumental purposes. This shows that the greatest perceived difficulty is the transition of the organizational culture, which still resists maintaining the characteristics of the industrialization period, being centralized in the entrepreneur and reluctant to social changes.
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Palavras-chave
Comunicação organizacional, Comunicação digital, Tecnologias de Informação e Comunicação (TICs), Micro e Pequenas Empresas (MPEs), Organizational communication, Digital communication, Information and Communication Technologies (ICTs), Micro and Small Enterprises (SMEs)