How can organizational communication impact society? Reflections from the communication practice in Portuguese communication agencies / ¿Cómo la comunicación organizacional puede impactar a la sociedad? Reflexiones por la práctica de comunicación en las a

Mariana Carareto, Roseane Andrelo, Teresa Ruão

Resumen


This investigation aims to reflect on the impact generated by organizational communication in society, considering its capacity to interfere in the public sphere construction. For this, theoretical research was made addressing the communicative constitution of organizations and their relationship with society. Furthermore, in-depth interviews were conducted with Portuguese communication agencies for verifying perceptions about the communication impact in society. In the results, it was identified that to evidence this impact, it is necessary to discuss the communication organizational power in the interactional context and the discourse influence in individuals' perceptions and behaviors formation.

Keywords: organizations, organizational communication, impact, society.

Resumen

Esta investigación tiene como objetivo reflexionar sobre el impacto que genera la comunicación organizacional en la sociedad, considerando su capacidad para interferir en la construcción de la esfera pública, mediante la perspectiva de los profesionales de la comunicación portugueses. Para eso, apoyados en una perspectiva teórica de comunicación organizacional y comunicación para el desarrollo, se realizaron entrevistas en profundidad con agencias de comunicación. Para comprender el impacto, los resultados muestran que es necesario discutir el poder de la comunicación organizacional en el contexto interaccional y la influencia del discurso en las percepciones y comportamientos de los individuos.

Palabras claves: organizaciones, comunicación organizacional, impacto, sociedad.


Citas


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ISSN: 2174-3681

Prefijo DOI: 10.5783

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