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Previous issue date: 2015-08-31 / The uncertainties of the current context greatly affect organizations in their roles in society and in their relationships with stakeholders. This situation makes it urgent that we reflect about communication possibilities that could contribute to bonding with stakeholders. The Institutional Memory allows such connection since it is deeply attached to the organizational identity fostering, therefore, a strong sense of belonging. This study intends to discuss whether Corporate Portals can be an Institutional Memory Place, through which organizations seek reliance with its stakeholders. This exploratory qualitative research it was anchored by the Paradigm of Complexity proposed by Edgar Morin. Literature review focused on the theoretical perspectives on memory ? individual, collective, social, organizational and within the digital environment; organizational culture, identity, image and reputation; new ambiance afforded by communication in cyberspace. Through the Case Study of the Votorantim Group and the companies that make up the business: Votorantim Industrial - Votorantim Cement, Votorantim Metals, Votorantim Steel, Votorantim Energia, Fibria and Citrosuco -, we attempted to find out whether organizations have used their corporate portals to broadcast their Institutional Memory practices in order to see, if there is an (inter) relationship between the elements of organizational identity and the content over the existing theme in those places, and show what discursives strategies types of speech are being adopted. The results unveil the potential of Corporate Portals as institutional memory of place, but reveal, on the other hand that these spaces are still poorly used. This research concludes, therefore, that this area of study may represent an extension of the field for professionals in Organizational Communication and Public Relations. / As incertezas do contexto atual atingem sobremaneira as organiza??es em suas atua??es na sociedade e no relacionamento com os p?blicos estrat?gicos, conjuntura que torna premente a reflex?o sobre possibilidades de comunica??o que oportunizem a constru??o de v?nculos. Tal conex?o pode ser propiciada pela Mem?ria Institucional, pois, esta guarda profunda rela??o com a identidade organizacional, e favorece a cria??o ou o fortalecimento do senso de perten?a. O presente estudo intenciona desvelar se Portais Corporativos podem consistir em Lugar de Mem?ria Institucional, atrav?s dos quais as organiza??es buscam a relig?ncia com seus p?blicos de interesse. Esta pesquisa ? explorat?ria, com abordagem qualitativa -, foi ancorada pelo Paradigma da Complexidade proposto por Edgar Morin. O levantamento bibliogr?fico que a subsidiou enfocou as perspectivas te?ricas sobre mem?ria ? individual, coletiva, social, organizacional e no contexto digital; cultura organizacional, identidade, imagem e reputa??o; e as novas ambi?ncias propiciadas pela comunica??o no ciberespa?o. Atrav?s do Estudo de Caso do Grupo Votorantim e das empresas que constituem o neg?cio Votorantim Industrial - Votorantim Cimentos, Votorantim Metais, Votorantim Siderurgia, Votorantim Energia, Fibria e Citrosuco - buscou-se perceber se as organiza??es tem utilizado seus portais corporativos para divulgar suas pr?ticas de Mem?ria Institucional, se h? (inter) rela??o entre os elementos da identidade organizacional e o conte?do sobre a tem?tica existente naqueles locais, e quais as estrat?gias discursivas adotadas. Os resultados obtidos desvelam o potencial dos Portais Corporativos como Lugar de Mem?ria Institucional, mas, revelam, por outro lado que tais espa?os s?o utilizados, ainda, de forma incipiente. Conclui-se, assim, que esta ?rea de estudos pode representar uma amplia??o do campo de atua??o para profissionais de Comunica??o Organizacional e Rela??es P?blicas.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/6616 |
| Date | 31 August 2015 |
| Creators | Barbosa, Andr?ia Arruda |
| Contributors | Moura, Cl?udia Peixoto de |
| Publisher | Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Programa de P?s-Gradua??o em Comunica??o Social, PUCRS, Brasil, Faculdade de Comunica??o Social |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/doctoralThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da PUC_RS, instname:Pontifícia Universidade Católica do Rio Grande do Sul, instacron:PUC_RS |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | -1227240851921518482, 600, 600, 600, 7651647212179642901, -4056021055502874573 |
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