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Previous issue date: 2016-03-14 / The proposed research in this dissertation sought to answer the question: which
social representations of BNDES are built and activated by employees of accredited
financial institutions? The descriptive and exploratory nature of the research is guided
by theoretical framework of organisational and integrated communication, social
representations and semiotics of still images as a method of analysing
representations. The sample of the research included 196 employees of accredited
financial institutions redistributors of BNDES resources. Data were collected through
evocation questionnaire with two questions of free association with inductor terms,
BNDES and Trein@ BNDES online, and an open question regarding the importance
of the chosen free evocation. The questionnaire was sent by e-mail between 8th and
25th January 2016 to 1,500 employees who attended Trein@ online between 2014
and 2015. The EVOC software was used for analysing freely evoked words, and
Bardin content analysis to considering the core of BNDES representation, as well as
the answers related to the importance of evoked words. From the results, it was
found that "development" is central to the representation of BNDES; that the
peripheral elements, fostering, incentive, national, opportunity and solid, contribute to
the positive structure of the representation; and that attributes identified by both
semiotic and content analyses are anchored to the institutional discourse. It follows
that the representation of BNDES is aligned with its mission and organisational
discourse and that Trein@ BNDES online acts as a communication resource to
employees of accredited financial institutions in order that they may formulate
representations regarding BNDES and the role it plays as long-term financing
institution especially for micro, small and medium enterprises. / A pesquisa proposta nesta disserta????o procurou responder ?? pergunta: quais
representa????es sociais do BNDES s??o constru??das e ativadas pelos funcion??rios de
institui????es financeiras credenciadas? De natureza descritivo-explorat??ria, a
pesquisa ?? pautada por aportes te??ricos da comunica????o organizacional e integrada,
representa????es sociais e semi??tica de imagens paradas como m??todo de an??lise
das representa????es. Participaram 196 funcion??rios de institui????es financeiras
credenciadas repassadoras de recursos do BNDES. Os dados foram coletados por
meio de question??rio de evoca????o, com duas perguntas de livre associa????o aos
termos indutores, BNDES e Trein@ BNDES on-line, e uma pergunta aberta
referente ?? import??ncia da livre evoca????o, enviado por correio eletr??nico, entre 8 e
25 de janeiro de 2016, a 1.500 funcion??rios que cursaram o Trein@ on-line entre
2014 e 2015. Utilizou-se o programa EVOC para an??lise das palavras livremente
evocadas e an??lise de conte??do de Bardin para an??lise do n??cleo central da
representa????o do BNDES e das respostas acerca da import??ncia das palavras
evocadas. A partir dos resultados obtidos, constatou-se que ???desenvolvimento??? ??
elemento central da representa????o do BNDES; que elementos perif??ricos, fomento,
incentivo, nacional, oportunidade e s??lido, contribuem para a estrutura positiva da
representa????o; e que atributos identificados pela an??lise semi??tica e pela an??lise de
conte??do est??o ancorados ao discurso institucional. Concluiu-se que a
representa????o do BNDES est?? alinhada ?? miss??o e ao discurso do Banco e que o
Trein@ BNDES on-line atua como recurso comunicacional para que funcion??rios de
institui????es financeiras credenciadas construam representa????es referentes ao
BBNDES e ao papel que exerce como financiador de longo prazo, especialmente
para micro, pequena e m??dia empresas.
| Identifer | oai:union.ndltd.org:IBICT/oai:bdtd.ucb.br:tede/2354 |
| Date | 14 March 2016 |
| Creators | Costa, Alcidina Magalh??es da Cunha |
| Contributors | Silva, Lu??za M??nica Assis da |
| Publisher | Universidade Cat??lica de Bras??lia, Programa Strictu Sensu em Comunica????o, UCB, Brasil, Escola de Educa????o, Tecnologia e Comunica????o |
| 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 UCB, instname:Universidade Católica de Brasília, instacron:UCB |
| Rights | info:eu-repo/semantics/openAccess |
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