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Previous issue date: 2016-03-28 / With the overload of information, news and prominent stimuli since the Information Era (CASTELLS, 1999), communicating with different public in an effective way has been a constant challenge to organizations and its brands. Communication that before was strictly based in the transmission and presentation of products and services, now, specially fostered by electronic means, it is directed to the relation and possible strings strengthening identity, image and organizational reputation. In this perspective, we realize one of the approximation strategies is the one called branded content ? diverse content formats generated by the brand ([BARWINSKI, 2014]) which main goal is to connect emotionally companies and consumers ([TROIANO, 2014]). In this process, there may be present three dimensions of organizational communication: communicated, communicant and spoken organization (BALDISSERA, 2009). Due to such context, we decided to go with multiple case study (YIN, 2001) through appreciation and analysis of institutional videos from the companies Panvel and Zaffari, in which both companies talk about themselves using emotion, affection and affectivity, without mentioning their products and services. In
this sense, the present study aims to discuss the relation of narratives and intentions in the videos in all three dimensions of organizational communication (BALDISSERA, 2009). In order to do that, we grounded the study in theoretical frames on communication (KUNSCH, 2003), organizational communication (BALDISERA, 2009), brand (PEROTTO, 2007) and emotions, affection and affectivity (SODR?, 2006; ROBERTS, 2005). Depth Hermeneutics (DH) (THOMPSON, 2009) is formed within the method option and five characteristics of the symbolic forms proposed by the author ? intentional, conventional, structural, referential and contextual ? are the base for the description and interpretation of videos. Reinterpretation, in its turn, crosses the analysis with the approached theoretical referential, mainly regarding the dimensions of organizational communication (BALDISSERA, 2009). / Com a sobrecarga de informa??es, not?cias e est?mulos proeminentes desde a Era da Informa??o (CASTELLS, 1999), comunicar de maneira efetiva para os p?blicos ? um desafio constante para as organiza??es e suas respectivas marcas. A comunica??o que antes era embasada estritamente pela transmiss?o de informa??es e apresenta??o de seus produtos e servi?os, agora, especialmente estimulada pelos meios eletr?nicos, est? mais voltada para a rela??o e (poss?veis) la?os que fortale?am a identidade, imagem e reputa??o organizacionais. Neste cen?rio, percebemos que uma das estrat?gias de aproxima??o das organiza??es ? o branded content ? variados formatos de conte?do gerados pela marca ([BARWINSKI, 2014]) que t?m como principal finalidade ligar emocionalmente as empresas com os seus consumidores ([TROIANO, 2014]). Nesses processos podem se fazer presentes as tr?s dimens?es da comunica??o organizacional: organiza??o comunicada, comunicante e falada (BALDISSERA, 2009). Em virtude deste cen?rio, optamos nesta pesquisa por fazer o estudo de casos m?ltiplos (YIN, 2001) por meio da aprecia??o e an?lise de v?deos institucionais das empresas Panvel e Zaffari, em que ambas falam de si recorrendo ? emo??o, ao afeto e afetividade, sem citar os seus produtos e servi?os. Neste sentido, o presente estudo objetiva discutir a rela??o das narrativas e inten??es dos v?deos da Panvel e do Zaffari nas tr?s dimens?es da comunica??o organizacional (BALDISSERA, 2009). Para isso, fundamentamos o estudo em aportes te?ricos sobre comunica??o (KUNSCH, 2003), comunica??o organizacional (BALDISERA, 2009), marca (PEROTTO, 2007) e emo??es, afeto e afetividade (SODR?, 2006; ROBERTS, 2005). A Hermen?utica de Profundidade (HP) (THOMPSON, 2009) se constitui na op??o de m?todo e as cinco caracter?sticas das formas simb?licas propostas pelo referido autor ? intencionais, convencionais, estruturais, referenciais e contextuais ? embasam a descri??o e interpreta??o dos v?deos. A reinterpreta??o, por sua vez, cruza a an?lise com o referencial te?rico abordado, principalmente no que tange ?s dimens?es da comunica??o organizacional (BALDISSERA, 2009).
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/6926 |
| Date | 28 March 2016 |
| Creators | Castilhos, Let?cia de |
| 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, 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/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, 600, 600, 600, 7651647212179642901, -4056021055502874573 |
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