Comunicação organizacional em contexto em midiatização: a ótica dos gestores de comunicação de empresas de TI da cidade de Bauru/SP
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Data
2019-08-30
Autores
Dorigo, Marina Goulart
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Universidade Estadual Paulista (Unesp)
Resumo
A comunicação é elemento edificador da sociedade. Por meio dela as sociedades foram e vão se constituindo e se organizando. Dessa forma, a comunicação perpassa e conecta todos os elementos constitutivos sociais. E assim como na sociedade, a comunicação também funda as organizações, além de ser o elo que as mantém conectadas com o contexto onde estão inseridas. Diante disso, uma transformação comunicacional social resvala na organização e nas suas relações comunicativas. O fenômeno da midiatização inicia-se com a introdução das tecnologias digitais e da internet no cotidiano das sociedades. Esse movimento comunicacional promove a reformulação de estruturas, de simbologias e de interações, trazendo para as organizações novos contextos comunicacionais, novos meios de comunicação e novas relações comunicativas. Diante do exposto, este estudo tem como objetivo analisar e identificar as transformações nas relações comunicacionais organizacionais em organizações inseridas no contexto em midiatização. Para atingir o objetivo foi realizado um estudo conceitual e aplicado, com fins descritivos, exploratórios e interpretativos tendo como técnica metodológica de coleta de dados a entrevista semiestruturada junto a gestores de comunicação atuantes em empresas de Tecnologia de Informação (TI) da cidade de Bauru/SP. Diante dos dados coletados foi aplicada a análise de conteúdo para categorização e interpretação dos resultados. Com os resultados pode-se concluir que a principal transformação comunicacional organizacional refere-se às mudanças simbólicas e interacionais que a introdução das tecnologias digitais ocasionou no interior da sociedade, dos indivíduos e das organizações e as suas implicações nas formas de se comunicar com os públicos internos e externos. Visto que, os modelos comunicacionais anteriores não se adequam e não atingem mais a sociedade e os indivíduos em midiatização.
Communication is a building element of society. Through their communicative sharing, societies were and are being constituted and organized. In this way, communication permeates and connects all social constituent elements. And just as in society, communication also founds organizations, as well as being the link that keeps them connected with the context in which they are inserted. Given this, a social communicational transformation slips into the organization and its communicative relations. The phenomenon of mediatization begins with the introduction of digital and internet technologies in the daily lives of societies. This communicational movement promotes the reformulation of structures, symbols and interactions, bringing to the organizations new communicational contexts, new media and new communicative relations. Given the above, this study aims to analyze and identify the transformations in organizational communication relations in organizations inserted in the context of mediatization. In order to achieve the objective, a conceptual and applied study was carried out, with descriptive, exploratory and interpretative purposes. The semi-structured interview with communication managers working in IT companies in the city of Bauru / SP was the methodological technique of data collection. Given the collected data was applied the content analysis methodology for categorization and interpretation of results. Based on the results, it can be concluded that the main organizational communicational transformation refers to the symbolic and interactional changes that the introduction of digital technologies has caused within society, individuals and organizations and their implications on the ways of communicating with the public internal and external. Whereas, previous communication models do not fit and no longer affect society and individuals in mediatization.
Communication is a building element of society. Through their communicative sharing, societies were and are being constituted and organized. In this way, communication permeates and connects all social constituent elements. And just as in society, communication also founds organizations, as well as being the link that keeps them connected with the context in which they are inserted. Given this, a social communicational transformation slips into the organization and its communicative relations. The phenomenon of mediatization begins with the introduction of digital and internet technologies in the daily lives of societies. This communicational movement promotes the reformulation of structures, symbols and interactions, bringing to the organizations new communicational contexts, new media and new communicative relations. Given the above, this study aims to analyze and identify the transformations in organizational communication relations in organizations inserted in the context of mediatization. In order to achieve the objective, a conceptual and applied study was carried out, with descriptive, exploratory and interpretative purposes. The semi-structured interview with communication managers working in IT companies in the city of Bauru / SP was the methodological technique of data collection. Given the collected data was applied the content analysis methodology for categorization and interpretation of results. Based on the results, it can be concluded that the main organizational communicational transformation refers to the symbolic and interactional changes that the introduction of digital technologies has caused within society, individuals and organizations and their implications on the ways of communicating with the public internal and external. Whereas, previous communication models do not fit and no longer affect society and individuals in mediatization.
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Palavras-chave
Comunicação organizacional, Contexto em midiatização, Organizações em midiatização, Organizational communication, Context in mediatization, Mediation Organizations