Questionamentos sobre os novos contextos da contemporaneidade - pós-moderno, digital, efêmero, veloz, complexo e metapórico - sugerem novos pensamentos da comunicação em organizações. Paradigmas, teorias e ideias podem ser repensados conforme o momento histórico, político-econômico, social, cultural, religioso e digital-midiático. Isso porque, novos contextos acarretam novas maneiras do indivíduo sentir e estar no mundo, o que, consequentemente, exige novas posturas da comunicação para dialogar com este novo sujeito. No ambiente organizacional, muitas vezes, por conta das novas dinâmicas, tanto os responsáveis pela comunicação em organizações como os trabalhadores, incluindo líderes e influenciadores que circulam no ambiente organizacional, podem sentir algumas das chamadas dores do século XXI como: pressões, auto pressões, déficit de atenção, nomofobia, depressão, estresse, ansiedade, desumanização, falta de sentidos, de propósitos e até uma suposta crise de identidade. Dores estas que podem dificultar a assertividade e a efetividade da comunicação neste ambiente. É neste panorama, que esta tese pretende detectar, a partir do conceituado paradigma narrativo da comunicação, como poderiam ser as novas narrativas da comunicação em organizações, adequadas a estes novos contextos e estes novos jeitos de sentir e estar no mundo. Novas narrativas, principalmente, baseadas: na humanização, na compreensão das afetividades positivas e negativas, no estímulo à imaginação, na co-criação, no respeito à diversidade, com cuidado e compaixão pelo outro e pelo meio ambiente e com foco para o entendimento das micronarrativas de cada indivíduo que circula o ambiente organizacional. / Questions about the new contexts of contemporaneity - postmodern, digital, ephemeral, fast, complex, and metaphorical contexts - suggest thoughts on communication in organizations. We must rethink paradigms, theories, and ideas according to the historical, political-economic, social, cultural, religious, and digital-mediatic moment. Indeed, new contexts bring new ways of individuals to feel and be in the world. Consequently, new postures of communication to dialogue with this new subject are required. Owing to the new dynamics, both those responsible for communication in organizations and workers, including leaders and influencers who attend the organizational environment, can often experience some of the so-called 21st-century pains in this setting. They include pressures, self-pressure, attention deficit, nomophobia, depression, stress, anxiety, dehumanization, lack of sense and purpose, and even a supposed identity crisis. These pains may hinder the assertiveness and effectiveness of communication in the mentioned environment. The present thesis uses this panorama as a background and intends to detect - from the highly regarded narrative paradigm concept - how would be the new narratives of communication in organizations, appropriate to these new contexts and these new ways of feeling and being in the world. New narratives are mainly based on humanization, understanding positive and negative affectivities, stimulating the imagination, co-creation, respect for diversity, with care and compassion for the other and the environment, and with a focus on understanding the micronarratives of each one attending the organizational environment.

Margaret Atwood’s MaddAddam Trilogy has received substantial critical attention inthe fields of ecocriticism, the ethics of bioengineering, and feminist theory. However, the vast majority of this criticism has focussed on Oryx and Crake and The Year of the Flood, the first two books in the trilogy. By displacing human narrators in MaddAddam, the third and final book, Atwood re-contextualises the entire trilogy asno longer being a meticulously researched speculative fiction, and instead a type of fable, along the lines of Jean-François Lyotard’s “A Postmodern Fable.” Through this shift, Atwood asserts the need to replace the perception of a progression of metanarratives in contemporary cultural thought with concurrent, transitory micronarratives. This thesis is divided into three main sections, each examining the different communities which Atwood depicts. The first section uses the work of Zygmunt Bauman and Jean-François Lyotard on the state of knowledge in the postmodern habitat to explore how Atwood presents a fracture between scientific and narrative knowledge, which the Compounds in her novels propagate to impose a hierarchy over their citizenship. The second section moves to a more character focussed perspective, using Eve Kosofsky Sedgwick’s development of ‘homosocial’ triangles, it examines how the character Crake internalises the enforced societal hierarchy between scientific and narrative knowledge, and uses these non-sexual terms to perform a sexual triangle containing himself and other characters. The final section explores the shift of perspective in the third novel, and how the displacement of humanity as the centre of the narrative exposes the unsustainable position of appealing to metanarratives of progression. Through this analysis, Atwood can be seen to be exposing the fallacy that new knowledge usurps old knowledge, and that all contexts of understanding exist simultaneously, appearing, disappearing, and reappearing where they have interpretive utility.

Solicitud de envío manuscrito de artículo científico. / Esta investigación se enfoca en las amas de casa que, de acuerdo a su generación y contexto social, muestran un gran interés por las redes sociales, y que aplican el storytelling publicitario como parte de su contenido en las plataformas digitales. Es por ello que estudiaremos el caso de Maya de La Borda, quien presenta características que responden a los objetivos de la investigación. Entonces, como objetivo general, se quiere analizar de qué manera las amas de casa como Maya de la Borda (@mayasportsandfamily), logran construir un storytelling publicitario a través de Instagram. Consideramos que el tema a investigar es relevante para la carrera, ya que consideramos que una generación de amas de casa mayor a las 40 años, utilizando recursos como el storytelling en Instagram, aportarían de manera relevante al mundo publicitario de hoy, y promovería a que la conexión con el usuario y las marcas sean más personales y experienciales, a través de una narrativa visual en su contenido. Para ello, usaremos la metodología de la investigación cualitativa, utilizando como recursos: entrevistas a profundidad a nuestro caso y también, entrevistas semiestructuradas a las amas de casa entre los 40 y 55 años de edad de NSE A, que también generan contenido en la plataforma. Esta metodología nos permitirá recolectar pensamientos profundos, motivaciones, opiniones, entre otros, para ahondar en el comportamiento de nuestras entrevistadas, y así poder dar una interpretación de sus respuestas. / This research focuses on housewives who, according to their generation and social context, show a great interest in social media, and who apply advertising storytelling as part of their content on digital platforms. That is why we will study the case of Maya de La Borda, who presents characteristics that respond to the objectives of the research. So, as a general objective, we want to analyze how housewives like Maya de la Borda (@mayasportsandfamily) manage to build advertising storytelling through Instagram. We consider that the topic to be investigated is relevant for the career, since we consider that a generation of housewives over 40 years of age, using resources such as storytelling on Instagram, would contribute in a relevant way to today's advertising world, and would promote the connection with the user and the brands, to a more personal and experiential way, through a visual narrative in its content. For this, we will use the qualitative research methodology, using as resources: in-depth interviews to our case and also, semi-structured interviews with housewives between 40 and 55 years of age with a high SEL, who also generate content on the platform. This methodology will allow us to collect deep thoughts, motivations, opinions, among others, to delve into the behavior of our interviewees, and thus be able to give an interpretation of their responses. / Trabajo de investigación