Comunicação e inovação social: um estudo sobre as estratégias utilizadas no desenvolvimento territorial
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Data
2020-08-14
Autores
Oliveira, Andréia Reali de
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Universidade Estadual Paulista (Unesp)
Resumo
A geração de emprego e renda, o incentivo à gestão participativa e a exploração sustentável de recursos naturais são fatores fundamentais para a preservação da espécie humana. Os programas desenvolvidos pelo “terceiro setor” e a forma de comunicação utilizada para o estabelecimento de prioridades e de desenvolvimento dos projetos entre a comunidade, as organizações e as instituições públicas, numa perspectiva de construção coletiva do desenvolvimento territorial, são de fundamental importância para o fortalecimento de tais programas. Neste contexto esta pesquisa tem como objetivo analisar como as estratégias comunicacionais desenvolvidas pelo terceiro setor têm contribuído para o desenvolvimento territorial e para a efetivação de inovação social. Como recorte de pesquisa tem-se a Associação Cacau Sul Bahia, que tem por missão institucional a proteção do cacau por meio da indicação geográfica Sul da Bahia. Para responder ao objetivo proposto foi realizado um estudo de caso e os dados obtidos foram observados com base na análise de conteúdo. Para a coleta de dados foi realizada uma entrevista com o diretor executivo da Associação Cacau Sul Bahia e aplicado um questionário semiestruturado a nove líderes comunitários. Concluiu-se que a Associação Cacau Sul Bahia, na percepção dos respondentes, realiza uma comunicação não sistematizada (desestruturada) e sem um indivíduo responsável exclusivamente pela mesma, o que não dá a essa comunicação características de estratégica. Além disso a Associação depende de parcerias para a divulgação das ações. Também não há uma ferramenta para aferir como a comunicação tem sido percebida pela comunidade e pelos associados. Verificou-se que a comunicação realizada, no caso em análise, não faz com que os entrevistados se sintam parte e responsáveis pelo processo de desenvolvimento territorial. Neste sentido, esta pesquisa contribui ao indicar a necessidade de debates sobre a importância da comunicação estratégica como instrumento de gestão para a inovação social e para o desenvolvimento territorial.
The generation of jobs and income, the incentive to participative management and the sustainable exploitation of natural resources are fundamental factors for the preservation of the human species. The programs developed by the “third sector” and the form of communication used to establish priorities and develop projects between the community, organizations and public institutions, in a perspective of collective construction of territorial development, are of fundamental importance for the strengthening of such programs. In this context, this research aims to analyze how the communication strategies developed by the third sector have contributed to territorial development and to the of social innovation. As part of the research, we studied the Cacau Sul Bahia Association, whose institutional mission is to protect cocoa through the geographical indication of Southern Bahia. To answer the proposed objective, a case study was carried out and the data obtained were observed based on content analysis. For data collection, an interview was conducted with the executive director of the Cacau Sul Bahia Association and a semi-structured questionnaire was applied to nine community leaders. It was concluded that the Cacau Sul Bahia Association, in the perception of the respondents, carries out a non-systematic (unstructured) communication and without an individual solely responsible for it, which does not give this communication strategic characteristics. In addition, the Association depends on partnerships for the dissemination of actions. There is also no tool to gauge how communication has been perceived by the community and members. The communication made, in the case under analysis, does not make the interviewees feel part of and responsible for the territorial development process. In this sense, this research contributes by indicating the need for debates on the importance of strategic communication as a management tool for social innovation and territorial development.
The generation of jobs and income, the incentive to participative management and the sustainable exploitation of natural resources are fundamental factors for the preservation of the human species. The programs developed by the “third sector” and the form of communication used to establish priorities and develop projects between the community, organizations and public institutions, in a perspective of collective construction of territorial development, are of fundamental importance for the strengthening of such programs. In this context, this research aims to analyze how the communication strategies developed by the third sector have contributed to territorial development and to the of social innovation. As part of the research, we studied the Cacau Sul Bahia Association, whose institutional mission is to protect cocoa through the geographical indication of Southern Bahia. To answer the proposed objective, a case study was carried out and the data obtained were observed based on content analysis. For data collection, an interview was conducted with the executive director of the Cacau Sul Bahia Association and a semi-structured questionnaire was applied to nine community leaders. It was concluded that the Cacau Sul Bahia Association, in the perception of the respondents, carries out a non-systematic (unstructured) communication and without an individual solely responsible for it, which does not give this communication strategic characteristics. In addition, the Association depends on partnerships for the dissemination of actions. There is also no tool to gauge how communication has been perceived by the community and members. The communication made, in the case under analysis, does not make the interviewees feel part of and responsible for the territorial development process. In this sense, this research contributes by indicating the need for debates on the importance of strategic communication as a management tool for social innovation and territorial development.
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Palavras-chave
Terceiro Setor, Comunicação, Desenvolvimento Territorial, Inovação Social, Third Sector, Communication, Territorial Development, Social Innovation