Submitted by Setor de Tratamento da Informa??o - BC/PUCRS (tede2@pucrs.br) on 2015-09-08T17:26:06Z No. of bitstreams: 1 474630 - Texto Completo.pdf: 839413 bytes, checksum: ce956a3a788680a322202f84183647d8 (MD5) / Made available in DSpace on 2015-09-08T17:26:06Z (GMT). No. of bitstreams: 1 474630 - Texto Completo.pdf: 839413 bytes, checksum: ce956a3a788680a322202f84183647d8 (MD5) Previous issue date: 2015-05-14 / The university Brazilian scene has undergone significant changes in recent times, especially in the private higher education. Note that in addition to the expansion of private institutions, the system is organized in a very professional manner, focused on the market and looking for short-term results. In this sense, it is assumed that the communication processes are important for the management of educational processes, especially internal communication processes. However, when talking about internal organizational communication, the analysis can be applied to a level considered even more comprehensive, the organizational culture.Studies of organizational culture are conducted, according to Martin (2001), considering three perspectives: integration, differentiation and fragmentation. These perspectives are differentiated mainly by the degree of consensus among the members of the organization about the cultural events. This implies that even before an internal communication to adopt "uniform" procedures, the degree of consensus of individuals and groups about cultural events (largely due to the communication processes) shows variations among themselves. This study aimed to analyze the three perspectives of differentiation, integration and fragmentation are present in the manifestations of organizational culture of an institution of higher education, particularly from its internal communication.The research method adopted was the only case study with qualitative and exploratory approach. Data were collected from document analysis, semi-structured interviews and participant observation. The results achieved responded to the research problem and show that this study points out the manifestation of the triad of prospects for Martin (2001) occurring simultaneously, thus making the complex culture of IES. In this sense, the new studies addressing the organizational culture is suggested, using other theoretical models, as well as the replication of this study in other higher education institutions or a comparative study between two or more institutions. / O cen?rio brasileiro universit?rio passou por transforma??es significativas nos ?ltimos tempos, principalmente no ensino superior privado. Nota-se que al?m da expans?o das institui??es privadas, o sistema est? organizado de forma bastante profissional, focado no mercado e buscando resultados de curto prazo. Neste sentido, sup?e-se que os processos comunicacionais adquirem import?ncia para a gest?o dos processos educacionais, principalmente os processos comunicacionais internos. Entretanto, ao se falar em comunica??o organizacional interna, a an?lise pode ser transposta para um n?vel considerado ainda mais abrangente, o da cultura organizacional.Os estudos sobre cultura organizacional s?o conduzidos, segundo Martin (2001), considerando-se tr?s perspectivas: a integra??o, a diferencia??o e a fragmenta??o. Essas perspectivas s?o diferenciadas, principalmente, pelo grau de consenso existente entre os membros da organiza??o acerca das manifesta??es culturais. Isto implica dizer que, mesmo diante de uma comunica??o interna que adote procedimentos ?uniformes?, o grau de consenso dos indiv?duos e grupos acerca das manifesta??es culturais (em grande parte decorrente dos processos comunicacionais) apresenta varia??es entre si. Este estudo teve como objetivo analisar como as tr?s perspectivas de diferencia??o, integra??o e fragmenta??o se fazem presentes nas manifesta??es da cultura organizacional de uma Institui??o de Ensino Superior, particularmente a partir de sua comunica??o interna.O m?todo de pesquisa adotado foi o estudo de caso ?nico com abordagem qualitativa e explorat?ria. Os dados foram coletados a partir de an?lise documental, entrevistas semiestruturadas e observa??o participante. Os resultados alcan?ados responderam ao problema de pesquisa e demonstram que, esse estudo aponta a manifesta??o da tr?ade das perspectivas de Martin (2001) ocorrendo simultaneamente, tornando assim a cultura da IES complexa. Neste sentido, sugere-se a realiza??o de novos estudos abordando a cultura organizacional, utilizando outros modelos te?ricos, bem como, a replica??o desse estudo em outras Institui??es de Ensino Superior ou ainda um estudo comparativo entre duas ou mais institui??es.