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No. of bitstreams: 1 alves_mc_me_bauru.pdf: 30331076 bytes, checksum: 145268bc7931ffb611580d4852cf3433 (MD5) Previous issue date: 2017-10-30 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) / As tecnologias de informação e comunicação alteraram a dinâmica da relação entre as organizações e a sociedade, as quais passaram a enfrentar maior exposição e cobranças por suas ações. Nesse cenário, as mídias sociais potencializaram as oportunidades de diálogo, participação e compartilhamento de informações, por isso a comunicação organizacional adquire um importante papel para, diante dos contextos e expectativas da sociedade, estabelecer laços de confiança com os indivíduos e construir percepções positivas sobre a atitude organizacional. A partir dessas circunstâncias, esta pesquisa objetiva discutir sobre os desafios enfrentados pelas organizações em sua relação com a sociedade considerando o cenário em que as mídias sociais ampliam as possibilidades para os indivíduos responderem diante das atitudes organizacionais e seus impactos. Para isso, foi realizada uma análise dos comentários nas postagens da Samarco em sua página do Facebook após o rompimento da barragem em Mariana (Minas Gerais, Brasil), a partir da perspectiva do Sistema de Resposta Social (BRAGA, 2006), o qual considera que os indivíduos são estimulados e respondem às informações que recebem por meio de processos midiáticos. Como metodologia, optou-se por realizar três procedimentos, sendo uma pesquisa bibliográfica, que compôs a fundamentação teórica refletindo sobre as responsabilidades das organizações na sociedade (GRAYSON; HODGES, 2002; SROUR, 2013), as potencialidades e possibilidades das mídias sociais (JENKINS, 2009; JENKINS; FORD GREEN, 2014; LÉVY, 2000; LUVIZOTTO; SERIDÓRIO, 2016), e a perspectiva relacional da comunicação organizacional (LIMA, 2008; OLIVEIRA; PAULA, 2010); uma pesquisa documental, para apresentar informações sobre os impactos causados pelo rompimento da barragem de minério da Samarco; e, uma análise de conteúdo para verificar as respostas dos indivíduos a partir dos discursos disseminados pela mineradora no Facebook. A partir da análise, os principais resultados discutidos referem-se ao uso ativo das mídias sociais, aos questionamentos de atitudes devido ao acesso e compartilhamento de informações, as possibilidades dialógicas e participativas, a influência dos contextos e ao fortalecimento de pressões. / Information and commmunication technologies changed the dynamics of the relation between organizations and society, which begun to face greater exposure and accountability for its actions. With this in mind, social media optimized the opportunities of information dialogue, participation, and sharing, thefore the organizational communication acquires an importante role to, in the face of society contexts and expectations, establish bonds of trust with the individuals and build up positive perceptions about the organizational attitude. Based on these circumstances, this study aimed to discuss the challenges faced by organizations in its relation with the society, considering the scenario in which the social media enlarge the possibilities for the individuals to respond before organizational attitudes and its impacts. To this end, it was performed an analysis of Samarco comments and posts on its Facebook page after the dam disruption in Mariana (State of Minas Gerais, Brazil), based on the Social Response System (BRAGA, 2006), which considers that individuals are stimulated and respond to information they receive through media processes. As methodology, three procedures were chosen, a bibliographic research, which was part of the theoretical fundamentals, reflecting upon the organizations responsabilities in the society (GRAYSON; HODGES, 2002; SROUR, 2013), social media potentialities and possibilities (JENKINS, 2009; JENKINS; FORD GREEN, 2014; LÉVY, 2002; LUVIZOTTO; SERIDÓRIO, 2016), and the organizational communication relational perspective (LIMA, 2008; OLIVEIRA; PAULA, 2010); a documental research to present information about impacts caused by Samarco ore dam disruption; and a content analysis to verify the individuals responses based on the speeches widespread by the mining company on Facebook. Based on the analysis, the main results discussed refer to the active usage of social media, the attitudes questioning due to the information access and sharing, the dialogic and participative possibilities, the contexts influence, and to the pressure reinforcement. / 00.889.834/0001-08