A comunicação enquanto competência essencial: um olhar para o protagonismo comunicacional nas organizações
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Data
2018-08-17
Autores
Calonego, Renata
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Universidade Estadual Paulista (Unesp)
Resumo
Enquadrado no âmbito da perspectiva relacional, elege-se como tema o estudo da comunicação enquanto competência essencial, que perpassa pelo entendimento do protagonismo comunicacional nas organizações. Compreende-se esse vínculo e o grau de prática desse olhar, a partir da percepção de quatro comunicólogos que atuam em multinacionais do segmento de ferramenta, alimentício, telecomunicações e bebida. Identifica-se e descreve os saberes que estruturam a comunicação enquanto competência essencial e as dimensões que permeiam o entendimento do protagonismo comunicacional nas organizações. Analisa-se comparativamente esses objetos de estudo frente às associações do saber dialogar, saber criar senso coletivo, saber reconhecer o protagonismo dos públicos, saber dinamizar discursos e saber gerar benefícios mútuos com as noções de interdependência, comunicação enquanto relação, contexto em movimento e cultura. Trata-se de um estudo qualitativo multicaso, cuja coleta de dados é feita por meio de entrevistas com roteiro de perguntas semiestruturado, tendo os dados tratados mediante análise de conteúdo. Evidencia-se que a percepção dos comunicólogos entrevistados sobre o grau da prática da comunicação enquanto competência essencial se difere em cada organização investigada. No entanto, todas as quatro contemplaram fatores que indicaram um direcionamento para praticar os saberes considerados neste trabalho. As organizações do ramo de telecomunicações e de bebida foram as que menos apresentaram possuir um olhar direcionado para o protagonismo comunicacional, tendo a dimensão da cultura e a categoria do saber criar senso coletivo ausentes em suas análises. De modo contrário, os outros dois objetos de estudo demonstraram de modo mais claro os traços que indicam a prática da comunicação como competência essencial, sendo alto o grau de prática do saber dinamizar discursos em todas as organizações analisadas.
Within the context of relational perspective, the study of communication as an essential competence is chosen as the theme, which permeates the understanding of communicational protagonism in organizations. The link and degree of practice of this look are understood based on the perception of four communicologists who work in multinational companies in tool, food, telecommunications and beverage segments. The knowledge that structures communication as an essential competence, as well as the dimensions that permeate the understanding of communicational protagonism in organizations, are identified and described. These objects of study are analysed comparatively to dialogue, creation of collective, recognition of audiences protagonism, dynamism of discourses and generation of mutual benefits with the ideas of interdependence, communication as a relation, context in movement and culture knowledge associations. It relates to a qualitative multicase study, whose data collection is made through interviews with semi-structured questionnaire, with the data processed through content analysis. It is evident that the perception of communicologists interviewed about the degree of communication practice as an essential competency differs in each investigated organization. However, all four considered factors that indicated a direction to practice the knowledge considered in this work. The organizations of telecommunications and beverage sectors were the ones that less presented to have a directed look at communicational protagonism, having the dimension of culture and the knowledge to create collective sense category absent in their analysis. On the contrary, the other two objects of study have demonstrated more clearly the traces that indicate the practice of communication as essential competence, being high the degree of practice of knowing how to dynamize discourses in all the analysed organizations.
Within the context of relational perspective, the study of communication as an essential competence is chosen as the theme, which permeates the understanding of communicational protagonism in organizations. The link and degree of practice of this look are understood based on the perception of four communicologists who work in multinational companies in tool, food, telecommunications and beverage segments. The knowledge that structures communication as an essential competence, as well as the dimensions that permeate the understanding of communicational protagonism in organizations, are identified and described. These objects of study are analysed comparatively to dialogue, creation of collective, recognition of audiences protagonism, dynamism of discourses and generation of mutual benefits with the ideas of interdependence, communication as a relation, context in movement and culture knowledge associations. It relates to a qualitative multicase study, whose data collection is made through interviews with semi-structured questionnaire, with the data processed through content analysis. It is evident that the perception of communicologists interviewed about the degree of communication practice as an essential competency differs in each investigated organization. However, all four considered factors that indicated a direction to practice the knowledge considered in this work. The organizations of telecommunications and beverage sectors were the ones that less presented to have a directed look at communicational protagonism, having the dimension of culture and the knowledge to create collective sense category absent in their analysis. On the contrary, the other two objects of study have demonstrated more clearly the traces that indicate the practice of communication as essential competence, being high the degree of practice of knowing how to dynamize discourses in all the analysed organizations.
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Palavras-chave
Competência essencial, Protagonismo da comunicação, Comunicação organizacional., Relações organizacionais, Essential competence, Communication protagonism, Organizational communication, Organizational relationships