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Previous issue date: 2018-08-27 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior - CAPES / This essay is a study of the impacts of disruptive organizations, taking as case study the Uber Technologies, defined for this research as a disruptive company, choosed for being one of the most prominent and controversial within the present-day capitalism?s new shape of own business. Uber Technologies communication practices are evidenced and discussed as an innovative organization, whose discourse is constructed according to their stakeholders. Therefore, its tactics include charm the printed media using the innovative speech and the quality improvement of the public transportation service, which can be reached through competition dynamics. This way, it is assumed that this model follower companies are ruled for an unbridled quest for innovation, causing market ruptures and pre-made social models, even analyzing, thereupon, the social impacts provoked by Uber Technologies. The research has a bibliographic and documentary character. The bibliographic character based on the disruption and creative destruction, based on the works of Christensen (2001), Schumpeter (1961) and Harvey (2011). The similarities of virtuality and ubiquity with the concepts of place and non-place, are presented from the works of ?uge (1994), L?vi (1996,1999), Santaella (2007) and Santos (2008). We also reviewed different perspectives of the organizational studies, drawing on the works of Baldissera (2010), Chanlat (2010), Freitas (1999), Hall (2006), Han (2017), Kunsch (2008), Mumby (2013), Schiraro (2004) and Srour (2012). The analysis of the Uber news published in the newspapers Zero Hora and Correio do Povo in the period from november 2015 to april 2018 showed at first the disruptive impact of the organization and, later, its trajectory and regulation. In turn, the Uber advertising campaign sought to humanize the relations between passengers/customers and drivers, representing situations of lightness and good acquaintanceship provided by the application. The presence of Uber Technologies is recent in the world, and with its maturation, new guidelines can become relevant in the eyes of the media organizations, acquiring more space in the social agenda. / A presente disserta??o trata sobre os impactos das organiza??es disruptivas, tendo como estudo de caso a Uber Technologies, justificando-se sua escolha por ser uma das empresas mais expoentes e controversas desse novo modelo de neg?cio pr?prio do capitalismo contempor?neo. Evidencia-se e discute-se as suas pr?ticas comunicacionais enquanto organiza??o inovadora, cujo discurso ? constru?do acordo com seus p?blicos de interesse. Suas estrat?gias incluem a sedu??o dos meios impressos, atrav?s do discurso da inova??o e da melhora na qualidade do servi?o de transporte, que pode ser atingido atrav?s das din?micas de competi??o. Assim, parte-se do pressuposto de que empresas que seguem esse modelo s?o pautadas por uma busca desenfreada pela inova??o e causam rupturas de mercados e modelos sociais preestabelecidos, analisando-se, em raz?o disso, tamb?m, os impactos sociais provocados pela Uber Technologies. A pesquisa de car?ter bibliogr?fico e documental, reflete sobre a tem?tica da disrup??o e destrui??o criativa, embasadas nas obras de Christensen (2001), Schumpeter (1961) e Harvey (2011). As semelhan?as de virtualidade e ubiquidade com os conceitos de lugar e n?o lugar s?o apresentadas a partir das obras de ?uge (1994), L?vi (1996,1999), Santaella (2007) e Santos (2008). Tamb?m foram revisadas diferentes perspectivas dos estudos organizacionais, apoiando-se nas obras de Baldissera (2010), Chanlat (2010), Freitas (1999), Hall (2006), Han (2017), Kunsch (2008), Mumby (2013), Schiraro (2004) e Srour (2012). A an?lise das mat?rias sobre a Uber veiculadas nos jornais Zero Hora e Correio do Povo, no per?odo de novembro de 2015 a abril de 2018, evidenciou num primeiro momento, o impacto disruptivo da organiza??o, e posteriormente, a sua trajet?ria e regulamenta??o. Por sua vez, a campanha publicit?ria da Uber procurou humanizar as rela??es entre passageiros/clientes e motoristas, representando situa??es de leveza e boa conviv?ncia proporcionadas pelo aplicativo. A presen?a da Uber Technologies ? recente no mundo, e com seu amadurecimento, novas pautas podem tornar-se relevantes diante dos olhos das organiza??es midi?ticas, ganhando maior espa?o na pauta social.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/8322 |
| Date | 27 August 2018 |
| Creators | Guimar?es, Tiago da Costa |
| Contributors | Scroferneker, Cleusa Maria Andrade |
| Publisher | Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Programa de P?s-Gradua??o em Comunica??o Social, PUCRS, Brasil, Escola de Comunica??o, Arte e Design |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| 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, 500, 500, 600, -4056021055502874573, 2075167498588264571 |
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