Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The present study aims to determine the perception of undergraduate students on the communication channels of a Federal Institution of Higher Education. Within this perspective, there is the case of the Federal University of Maranhão (UFMA) that develops through its Office of Communication (ASCOM-UFMA) a range of actions and communication products targeted to their public and produced from different nuclei form the sector. Descriptively, it was decided to survey employing a two-step approach. First the method of measurement Familiarity-Receptivity as a way to assess how familiar and favorable is the image of the media IFES. In addition, the measurement of image content objects through semantic differential scale, analyzing dimensions of connotative meaning. The results show, in general, a good image of medias for public students, but also, specifically, serve as indicators for the development and / or maintenance of organizational communication strategies from each of the studied medias. / O presente estudo tem como objetivo verificar a percepção dos alunos de graduação sobre os canais de comunicação de uma Instituição Federal de Ensino Superior. Dentro dessa perspectiva, tem-se o caso da Universidade Federal do Maranhão (UFMA) que desenvolve por intermédio de sua Assessoria de Comunicação (ASCOM-UFMA) uma gama de ações e produtos comunicacionais direcionados para seus públicos e produzidos a partir de diferentes núcleos que compõem o setor. De modo descritivo, optou-se por um levantamento do tipo survey, empregando-se uma abordagem em duas etapas. Primeiramente o método de mensuração Familiaridade-Receptividade como forma de avaliar o quão familiar e favorável é a imagem dos veículos de comunicação da IFES. Complementarmente, a mensuração do conteúdo da imagem dos objetos por meio da escala de diferencial semântico, analisando dimensões de significado conotativo. Os resultados encontrados apontam, de modo geral, uma boa imagem dos veículos para o público de alunos, como também, especificamente, servem de indicadores para o desenvolvimento e/ou manutenção de estratégias de comunicação organizacional a partir de cada um dos veículos estudados.

[pt] Um dos grandes focos da literatura atual em Gestão tem sido a identificação de caminhos para a implementação eficaz de mudanças organizacionais. Diante das dificuldades que as organizações encontram em lidar com a gestão de mudanças freqüentes e intensas, diversos autores têm se empenhado na busca pela descoberta dos fatores que afetam a possibilidade de sucesso nos processos de transição. Entre tais fatores, a comunicação tem sido apontada como aquele que mais pode contribuir ou criar dificuldades para o engajamento das pessoas ou, como alguns preferem afirmar, para a redução de suas resistências. O que se observa, entretanto, é que, em grande parte desses textos, prevalece ainda um conceito de comunicação como um mero instrumento para a divulgação das intenções institucionais e para elevar o nível de compreensão das pessoas com relação aos objetivos das mudanças projetadas. Essa visão instrumental, inspirada em um modelo balístico de comunicação (Giordano, 1998), tem sido muitas vezes acompanhada de uma crença de que as resistências humanas são o maior obstáculo a ser vencido pela organização no processo. A tese aqui defendida é a de que esta é uma visão simplista, que não dá conta da complexidade do processo de mudança nas organizações. Assim, o presente trabalho procura modificar essa forma de abordar a problemática que envolve a mudança, a comunicação organizacional e as pessoas, adotando um enfoque interpretativo (Giordano, 1998) para a análise da comunicação. O pressuposto básico é o de que a comunicação é a arena na qual as pessoas e a própria organização podem criar sentido e reconstruir as suas identidades (Ford e Ford, 1995; Giddens, 1984; Taylor, 1993; Weick, 1995), bem como os indivíduos têm a chance de tornarem-se sujeitos na mudança (Olivier, 1995). Utilizando- se a metáfora do texto e da conversação proposta por Taylor (1993), construiu-se, então, um quadro referencial sobre os diversos aspectos que caracterizam a comunicação organizacional multidirecional, para responder a seguinte questão: de que modo os aspectos relativos à comunicação afetam os processos de subjetivação, de criação de sentido e de reconstrução das identidades das pessoas que participam das mudanças organizacionais? O quadro privilegia três dimensões: os indivíduos e suas identidades; as percepções sobre o contexto; as relações com as outras identidades presentes na organização. Com base no quadro mencionado, foi realizada pesquisa em cinco importantes organizações que atuam em diferentes ramos de atividades no Brasil e que vivem momentos de intensas mudanças. A partir dos resultados obtidos por meio de entrevistas semi-abertas realizadas com 75 pessoas do conjunto dessas organizações, no período compreendido entre maio e dezembro de 2000, foi possível concluir que os processos de subjetivação, de criação de sentido e de reconstrução das identidades das pessoas, no contexto de mudanças, estão fortemente ligados, entre outros aspectos: ao nível de clareza com que os indivíduos percebem as definições quanto ao conteúdo e às prováveis implicações das mudanças; ao modo como as pessoas percebem que as mudanças afetam a identidade, o papel social, a ideologia e as chances de sucesso da organização; ao modo como os indivíduos percebem que a mudança afeta as suas identidades pessoais e sociais; à história do relacionamento entre a instituição e os indivíduos, sobretudo em termos da confiança e do respeito mútuos; ao modo e à intensidade com que a organização cria oportunidades para que as pessoas possam fazer uso da palavra; às políticas e práticas de gestão de pessoas e aos recursos disponibilizados pela organização para que os indivíduos possam desenvolver o seu perfil pessoal e profissional, de modo a que percebam ter chances de suce / [en] One of the most important focuses, in recent Management literature, has been on searching ways for achieving an effective organizational change implementation. Facing organizations difficulties to manage very frequent and intensive changes, several authors have focused their researches on trying to identify factors which can improve transition processes possibilities of success. Among such factors, communication has been claimed as the one which is most supposed either to contribute or to create difficulties for people engagement or, as some people prefer to affirm, for reducing people resistances. However, what can be observed in such texts, is that they still privilege a concept of communication as a mere instrument for internally diffusing institutional intentions and for increasing people comprehension level about planned change objectives. Such instrumental vision, inspired in a ballistic model of communication analysis (Giordano, 1998), has been accompanied by an old belief in human resistances as the biggest obstacle to be faced by organizations in their change processes. This study supports the thesis that this is a simplistic vision, which doesn t take into account the complexity of change processes in organizations. Therefore, the study tries to modify this way of approaching the issues involving change, organizational communication and people, adopting an interpretative focus (Giordano, 1998) for communication analysis. The basic supposition is that communication is the arena in which the people and the organization can create sense and reconstruct their identities (Ford and Ford, 1995; Giddens, 1984; Taylor, 1993; Weick, 1995), as well as individuals have the chance to reconstitute themselves as subjects in change situation (Olivier, 1995). Using the text and conversation metaphor proposed by Taylor (1993), it composes, then, a referential picture about the several aspects that characterize organizational multidirectional communication, in order to answer the following question: How do the aspects related to communication affect subjectivity, sense making, and identities reconstruction processes for people which participate in organizational changes? The pictures addresses three basic dimensions: individuals and their identities; their perceptions about context; and their relationship with other identities present in organization. Based on the mentioned picture, a research was accomplished in five important organizations from different areas of activities in Brazil, which pass for moments of intense changes. From results obtained by means of semi-open interviews with 75 people that work for those organizations, accomplished between May and December 2000, it was possible to find that people`s subjectivity, sense making and identities reconstruction processes, in a context of organizational change, are, among other aspects, strongly related to: the level of clearness by which individuals access the definitions related to the content and the probable implications of change; the way people perceive that change affect organizational identity, social role, ideology, and chances of success; the way individuals perceive that change affects their personal and social identities; the historical relationship between the institution and individuals, mainly in terms of trust and mutual respect; the way and the intensity with which organization creates opportunities for people to make use of words; people management policies and practices, as well as the resources allocated by organization, in order to permit that individuals can develop their personal and professional profile, in a way they can perceive to have chances of success in the new context; the level of equality of conditions offered to the different actors in change process; the emphasis and the way organization creates opportunities so that the people can reconstruct its coexistence space and solidarity.

Abstract It is valuable in large organization with multiple hierarchical levels that the general goals are communicated at all levels of the organization. Organizations usually have an overall business plan, which should serve as a guide and indicate the organization’s direction. Middle managers have an important part in communicating the overall business plan since they are a link between upper management and employees.   The purpose of this study was to examine how middle managers, in their role as a link between upper management and employees, communicate the overall business plan. The study was conducted at the County council in Värmland, which represents a large hierarchical organization. The overall business plan was landstingplanen. The theoretical framework used was primarily theories and previous research in organizational communication, communicative leadership and communication and structure. Eight middle managers were selected through a variety selection. The eight respondents were interviewed to examine in what way they are communicating and establishing the County council's overall business plan.   The results showed that the overall business plan is established and communicated in the different levels of the organization since it is broken down in two steps. The overall business plan functions as a support and gives guidance in how to accomplish the goals that are conveyed. The balanced scorecard that is a part of the overall business plan fills an important role in what middle management choose to priorities and communicate to their employees. However, the results indicated that the general formulation in the overall business plan resulted in a relatively free interpretation among the middle managers. Furthermore, the results showed that the attitudes against the County council’s vision among the respondents were fairly negative. The results also indicated that the middle managers are operating from a communicative leadership in communicating the overall business plan to their employees, but for this to be realized there must be a communicative empowerment.  The results also showed that discrepancy between the upper management and the employees was perceived as large, which may obstruct the middle managers to establish the overall business plan.

[pt] O trabalho nas organizações sob a forma de projetos é fenômeno recente, e tem crescido nos últimos anos. A partir da revisão da literatura foi realizada pesquisa de campo com duas fases. Na primeira fase foram realizadas entrevistas com 13 gerentes de projetos, transcritas e submetidas à análise de conteúdo. Os resultados foram apresentados em oito partes: estruturas de gestão de projetos; relações do gerente; atuação do gerente; competências do gerente; relações de trabalho; papéis; recompensas e futuro do gerente de projetos. O resultado dessa análise resultou numa lista de inicial de 90 parâmetros, dos quais foram selecionados os 21 mais significativos. O critério de seleção baseou-se em um mínimo de dez citações feitas por pelo menos cinco entrevistados. A segunda fase compreendeu uma pesquisa quantitativa, realizada com 688 pessoas, a maior parte delas gerentes de projetos. A partir dos 21 parâmetros, foram elaboradas 33 assertivas, medidas por escala Likert de cinco pontos. Para a análise, foi feito um cruzamento dos resultados das assertivas com os dados categóricos por meio de testes de hipóteses. Em seguida foram realizadas análises fatoriais, utilizando-se o método de análise de componentes principais, com quatro conjuntos de resultados: estrutura de gestão de projetos, relacionamentos do gerente, atuação do gerente e competências do gerente de projetos. No total foram identificados 15 fatores que contribuem para o desempenho do gerente de projetos: suporte do escritório de projetos; comunicação em equipes distribuídas; gestão dos stakeholders; complexidade estrutural; identidade do GP; relacionamentos internos; relacionamentos estratégicos; riscos, dificuldades e incertezas; ética do GP; gestão de riscos e recursos compartilhados; autonomia do GP na formação da equipe; valorização da competências pela empresa; competências técnicas e comportamentais; certificações profissionais e valor do projeto. Espera-se que os resultados encontrados contribuam para aumentar o conhecimento sobre a atuação dos gerentes de projetos no contexto brasileiro, gerando novas reflexões e questionamentos acerca do gerenciamento de projetos no Brasil. / [en] The work based on projects at the contemporary organizations is a new phenomena, with a high growth rate during the last years. Beginning with the literature review a two steps field study was carried. The first part was a qualitative study which consists of 13 interviews with project managers. The findings were presented in eight segments: structures; project manager relationship; project manager performance; project manager competencies; work relations; roles; rewards and future of the project manager. The initial list with 90 codes was created based on the results of this first analysis. Based on this list, 21 codes that should affect the project manager were selected, with a selection criteria based on a minimum of 10 quotes from at least five different project managers. The next phase includes a quantitative survey with 688 individuals, most of them project managers. With the 21 previously selected parameters, 33 assertives were selected, measured by a 5 point Likert scale. The literature review and the qualitative study provided the basis for a choice of 13 categorical data, which were included to classify the respondents. A survey instrument was created, and its results were analyzed with the results from the categorical data, with hypothesis testing. Besides that a factor analysis was carried, with four result groups: Project structures, project manager relationships, project manager performance and project manager competencies. A list of 15 factors that contributes to the project manager overall performance were selected: project office support; communication on distributed teams; stakeholders management; structural complexity; project manager social identity; internal relationships; strategic relationships; risks and difficulties; project manager ethics; shared risk and resources management; project manager autonomy on team building; soft and hard skills; professional certifications and project value. It is expected that the results should contribute to rise the knowledge about the project manager performance in the Brazilian context, producing new questionings about project management in Brazil.

El presente trabajo aborda un proyecto emprendido por la Dirección de Comunicación de Telefónica en el Perú y su internacionalización a los otros países donde la compañía tiene operaciones en Latinoamérica. Desde una perspectiva más amplia que la de mantener "informados" a los públicos de interés de la empresa acerca de sus actividades, el premio "Estímulo Telefónica a la Comunicación -ETECOM", se planteó desde su inicio como una plataforma facilitadora de relaciones con diversos stakeholders, con una mirada de largo plazo. / Trabajo de suficiencia profesional

Submitted by Renata Lopes (renatasil82@gmail.com) on 2015-12-11T17:39:21Z No. of bitstreams: 1 carmemlucianunesdepaulacalheiros.pdf: 4711050 bytes, checksum: 1a0ba63ecb85bf2cb778b282de0ecd35 (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2015-12-14T15:48:53Z (GMT) No. of bitstreams: 1 carmemlucianunesdepaulacalheiros.pdf: 4711050 bytes, checksum: 1a0ba63ecb85bf2cb778b282de0ecd35 (MD5) / Made available in DSpace on 2015-12-14T15:48:53Z (GMT). No. of bitstreams: 1 carmemlucianunesdepaulacalheiros.pdf: 4711050 bytes, checksum: 1a0ba63ecb85bf2cb778b282de0ecd35 (MD5) Previous issue date: 2015-08-31 / Esta dissertação objetiva analisar as causas e efeitos do emprego da afetividade na comunicação, sobretudo, na comunicação organizacional. Para a avaliação do objeto de estudo, utilizamos como procedimentos metodológicos uma ampla pesquisa bibliográfica, entrevistas qualitativas em profundidade e grupo focal, a fim de medir os efeitos da campanha de marketing interno da MRS Logística sobre os maquinistas – o maior contingente de empregados da empresa. Foram analisadas também as peças da campanha interna de sensibilização para as questões relativas à prevenção de acidentes do trabalho. Partindo das questões identitárias, notadamente da identidade brasileira, o estudo utiliza-se de elementos constituintes da identidade nacional – como a figura do Homem Cordial - para mostrar a importância que as mensagens que suscitam a emoção despertam no imaginário da recepção. O estudo sobre a história da ferrovia também nos permite considerar aspectos simbólicos e traços de identidade que reforçam a mensagem de fundo mais emotivo para esse público. Também a neurociência, os estudos do comportamento humano nas empresas e o apelo ao sensível nos ajudam a compor a pesquisa. / This assay aims to analyze the causes and effects of the use of affective communication, especially in organizational communication. For the assessment of the subject matter, we use as instruments a wide bibliographical research, qualitative in-depth interviews and focus groups in order to measure the effects of internal marketing campaign MRS Logística about drivers - the largest contingent of company employees. It also evaluates the parts of the internal campaign to raise awareness of the issues concerning the prevention of occupational accidents. Building on identity issues, notably the Brazilian identity, the study makes use of the components of national identity - as the figure of the man Cordial - to show the importance of the messages that arouse emotion awaken at the reception imaginary. The study on the history of the railroad also allows us to consider symbolic aspects and identity traits that reinforce the more emotional background message to that audience. Also neuroscience, the study of human behavior in business and appeal to sensitive help us compose the research.

Den här studien undersöker kommunikation under organisationsförändring. Syftet att är ta reda på hur chefer och medarbetare ser på och använder kommunikation. Dels hur de vanligtvis kommunicerar, genom vilka kanaler, samt vilken typ av kommunikation de föredrar för ändamålet förändring. Detta leder fram till studiens mest centrala frågor, hur kommunikation påverkar förändring och om det kan bidra till minskat motstånd. För att söka dessa svar har en kvalitativ metod använts, med 17 semistrukturerade intervjuer samt 18 respondenter. Av dessa är 11 chefer, varav 2 inom HR, samt 7 medarbetare, 3 av dem inom HR. Materialet har sedan analyserats med hjälp av teori om kommunikation, diffusion och meningsskapande. Samt en modell skapad utifrån frågorna; vad, med koppling till kommunikationsteori. Hur, diffusion och varför, meningsskapande. Dessutom med begreppet hinder varigenom kommunikationsvägar har analyserats utifrån en så kallad gatekeeper-teori. Som resultat har det bland annat framkommit att flera chefer behandlar förändring på ett noggrant och varsamt sätt. Kommunikationsplaner är vanliga, vidare diskuteras vilka praktiker och tillvägagångssätt som de olika ledarna har. Som slutsats återfinns ett antal av de metoder vilka anses fungera väl och därmed kan rekommenderas för andra som genomgår förändring. Här besvaras även studiens frågeställning, samt ges förslag på studier som kan ta reda på mer inom ämnet och vidare hjälpa både chefer och medarbetare att bättre och enklare hantera förändringar. / This thesis investigates communication during organizational change. The purpose has been to find out how managers and co-workers perceives communication. How they usually communicate, basically through which channels, and what type of communication they prefer for the subject of change. Which leads to the most central questions of this study, how communication affects change, and if it may contribute to decreased resistance. To seek these answers, a qualitative method has been deployed. Including semi-structured interviews. 17 interviews have been carried out with 18 respondents. Among these 11 managers, 2 from HR. 7 are co-workers, 3 of them within HR. This empirical material has then been analyzed with theory about communication, diffusion and sense making. A model is used, created by the questions; what, how and why. Those are related to the theories of communication, diffusion and sense making respectively. The model also includes the term obstacles, with which communication was analyzed through the so-called gatekeeper theory. Among the studies results it was found that many managers treat change carefully. Communication plans are common. Further discussion concerns the practices of different leaders. Among the conclusions some good practices are highlighted, which can be recommended for others who are in a process of change. This also allows the research questions to be answered, and some suggestions for future studies to be given. An aim of the study is to, by these insights, help leaders and co-workers manage change even better.

The purpose of the study is to examine how leaders within Oatly and Ben & Jerry's describe their organizations through CSR communication in relation to growing tendencies of critique against businesses. The study takes a social structuralist position based on the ideas of Michel Foucault and Norman Fairclough, analyzing the prevalence of discourses in the leaders’ language. Observed material consists of statements from leaders within Oatly and Ben & Jerry’s which were transcribed and then analyzed through Fairclough’s three dimensional model of critical discourse analysis. Findings were that leaders drew upon the similar discourses to construct the identity of their organizations as politically meaningful businesses. This can be understood as a sign of a sociocultural change in the view and manner of speaking of business and CSR. Furthermore, this creates an interest in future studies regarding how changed discourses within business can affect the role organizations play in relation to other social institutions such as political movements and the state.

El siguiente plan de negocios contempla la creación de DIVERSITAS CONSULTORAS: Consultora estratégica DirCom para la adecuada gestión de la comunicación organizacional en temas de Diversidad e Inclusión, basada en 3 campos de acción: equidad de género, comunidad LGBTIQ+ y discapacidad y habilidades distintas. La consultora pretende diagnosticar el estado de las organizaciones, identificar oportunidades, planificar las estrategias de comunicación y darle acompañamiento a la implementación de las mismas; monitoreando los resultados de manera continua, por medio de información en tiempo real. El plan contempla un benchmark y análisis del mercado de consultoría en el Perú, donde hemos explorado el entorno, la competencia, las necesidades de las organizaciones y los retos frente al nuevo contexto de la emergencia sanitaria que estamos viviendo; descubriendo que existen nichos de mercado desatendidos y deseosos de implementar estrategias comunicacionales de Diversidad e Inclusión. Nuestra propuesta de valor resalta la creación de la plataforma “Diversitas Digital”, una herramienta 100% online que permitirá transformar la forma en cómo las organizaciones vienen trabajando, democratizando los contenidos y obteniendo indicadores de medición en tiempo real; más ahora que la digitalización en las organizaciones ha tomado un rol importante a causa de la pandemia mundial del COVID-19. Finalmente, el análisis financiero nos muestra la viabilidad del negocio, con una proyección de crecimiento sostenible y una utilidad neta del 14% en el segundo año, donde el Valor Actual Neto (VAN) es de S/ 10, 569,709 soles y la Tasa Interna de Retorno (TIR) es de 83%. / The following business plan contemplates the creation of DIVERSITAS CONSULTANTS: DirCom strategic consultant for the proper management of organizational communication on Diversity and Inclusion issues, based on 3 lines of action: gender equality, LGBTIQ + community and disability and different skills. The consulting firm aims to diagnose the state of organizations, identify opportunities, plan communication strategies and provide support for their implementation; monitoring the results continuously through information in real time. The plan includes a benchmark and analysis of the consulting market in Peru, where we have explored the environment, the competition, the needs of the organizations and the challenges facing the new context of the health emergency that we are experiencing; discovering that there are neglected market niches willing to implement Inclusion and Diversity communication strategies. Our value proposition highlights the creation of the “Diversitas Digital” platform, a 100% online tool that will allow us to transform the way organizations are working, democratizing content and obtaining measurement indicators in real time; more so now that digitalization in organizations has taken an important role, especially taking into account scenarios such as the current pandemic caused by COVID-19. Finally, the financial analysis shows us the viability of the business, with a projection of sustainable growth and a net profit of 14% in the second year, where the Net Present Value (NPV) is S/ 10, 569,709 soles and the Internal Rate of Return (IRR) is 83%. / Trabajo de investigación

According to scholars and organizations that focus on the performance of organizations in the nonprofit sector, retaining loyal and engaged donors has been a critical component of sustainability. Through the conceptual lens of single- and double-loop learning and organizational communications theory, this single-case study explored donor communication strategies used by 3 executive-level leaders of a nonprofit organization in Minneapolis, Minnesota. Data collected from semistructured interviews, organizational documents, and Guidestar, an online information service specializing in reporting on U.S. nonprofit companies, were manually coded and thematically analyzed. Two key themes emerged: effective processes for donor communication strategy development and organizational learning strategy development. Strategy development may assist this Minneapolis company’s organizational leaders with improving retention of donors and participants in the company’s programs and services, increasing action plan completion rates, and integrating the lessons learned process during the development and implementation of communication strategies to increase donor retention. By bridging the gap between performance arts and social responsibility, this company’s leaders may engage both donors and participants, resulting in favorable retention rates. These findings have implications for positive social change. Nonprofit leaders’ models of effective communications strategies and processes to improve participant and donor engagement may ensure leaders’ ability to serve and improve their communities by engaging at-risk youth in programs designed to develop performance arts and leadership skills.