Media competence as a strategy for inserting sustainable development goals in organizations

Authors

DOI:

https://doi.org/10.5783/revrrpp.v14i27.854

Keywords:

media competence. organizations. sustainability. Sustainable Development Goals

Abstract

The Sustainable Development Goals (SDGs) occupy more and more space in organizations' speeches, but their inclusion in the business strategy depends on the creation, or the strengthening, of organizational cultures capable of supporting their execution. Sustainability represents a paradigm change that requires new thoughts and behaviors and it is essential to consider the role of organizations in building new practices that meet society's demands in face of the worsening of global environmental issues. We understand that in order to create cultures of sustainability it is essential to involve the internal public, especially when we consider the implementation of broader strategies, as is the case of the SDGs in the organizational context. Internal communication plays an important role in the processes of cultural change and also has an educational role, especially when we consider digital environments whose impacts are increasingly present in the routine, processes, dynamics and cultures of organizations. Thinking about communication in this context requires considering technological changes and the impacts that the digital environment imposes on communicative and educational processes. Communication acceleration and the centrality of digital networks in a connected society alter not only social relations, but also those with knowledge, expand learning possibilities and reinforce the importance of developing the necessary skills for critical thinking, citizenship and learning throughout life. This article aims to present results of theoretical-empirical research, articulated from an exploratory perspective, which had as its methodological strategy the single case study incorporated with multiple units of analysis. This is a master's level research and in this article we present part of the results that refer to the articulation between media competence and sustainability. The organization chosen for the research is a large company in the services sector that has been on the financial market for over twenty years and works intensively with information and communication. The survey was disseminated through the organization's internal communication channels and 223 people voluntarily participated. For data gathering, an online questionnaire was used, which served not only as an instrument for that purpose, but also as an educational proposal based on the articulation of skills, aiming to raise awareness among the internal public about the SDGs. Dimensions and indicators of media competence (Ferrés & Piscitelli, 2015), competences for sustainability (Unesco, 2017) and their interrelationship with information and media competence indicators (Belluzzo, 2018) were chosen, associated with SDG 12 - Responsible Consumption and Production (Un, 2015). Based on this direction, videos and images associated with SDG 12 were selected and the questions were prepared based on the different indicators of media competence in order to understand the participants' perception of the content from the perspective of reception, appropriation, use and sharing of messages. The research results suggest that the educational proposal developed represents a relevant methodology for training the internal public, as it enables the articulation of different themes of interest to organizations, constituting a proposal that can promote awareness, learning and cultural change, the insertion of the SDGs in the organizational environment in addition to contributing to corporate educational programs. By associating media competence and sustainability to develop educational proposals for the internal public, it is expected to contribute not only to the elucidation of themes related to the SDGs, but above all to favor the critical understanding of informational and symbolic content and stimulate new thoughts and behaviors that go beyond the context of the organization to reflect on the individual's daily experience.

Downloads

Download data is not yet available.

References

Agência Brasil. (16 de outubro de 2014). FAO advocates family farms and highlights Brazil´s efforts. https://agenciabrasil.ebc.com.br/en/geral/noticia/2014-10/fao-advocates-family-farms-and-highlights-brazils-efforts

Amazônia Latitude. (24 de julho de 2019). A destruição dos igarapés pesa trinta toneladas por dia. https://amazonialatitude.com/2019/07/24/a-destruicao-dos-igarapes-pesa-trinta-toneladas-por-dia/

Andrelo, R. (2012). Mídia-educação nas organizações: proposta de formação do público interno para habilidades comunicacionais. In: Santos, C.M.R.G. (Org). Opinião pública: empowerment e interfaces. Bauru: Universidade Estadual Pau¬lista, Faculdade de Arquitetura, Artes e Comunicação, p. 99-111. https://www.faac.unesp.br/Home/Utilidades/opiniao-publica-empowerment-e--interfaces.pdf

Baldissera, R. (2009). A comunicação (re) tecendo a cultura da sustentabilidade em sociedades complexas. In Kunsch, M.M.K.; Oliveira, M.L. (Orgs). A comunicação na gestão da sustentabilidade das organizações. São Caetano do Sul, SP: Difusão Editora, p.33-55.

Beck, A. (17 de fevereiro de 2022). Armandinho [Página de quadrinhos e tirinhas]. Facebook. https://www.facebook.com/tirasarmandinho/photos/pb.100064627692059.-2207520000./5209050672473530/?type=3&_rdc=1&_rdr

Belluzzo, R. C. B. (2018). Competência em informação (CoInfo) e midiática: inter-relação com a Agenda 2030 e os Objetivos de Desenvolvimento Sustentável (ODS) sob a ótica da educação contemporânea. Folha de Rosto: Revista de Biblioteconomia e Ciência da Informação, v. 4, n. 1, p.15-24. https://periodicos.ufca.edu.br/ojs/index.php/folhaderosto/article/view/289

Bévort, E., & Belloni, M.L. (2009). Mídia-educação: Conceitos, história e perspectivas. Revista Educação e Sociedade. 30(109), 1081-1102. https://www.scielo.br/j/es/a/5pBFdjL4mWHnSM5jXySt9VF/?format=pdf&lang=pt

Cabral, R., Gonçalves, G., Salhani, J. (2018). Violência organizacional: reflexões a partir da perspectiva dos estudos para a paz. Revista Organicom, 15(28), 247-264.

https://doi.org/10.11606/issn.2238-2593.organicom.2018.150586

Canal Greenpeace Brasil. (27 novembro de 2015). A história de uma colher [Arquivo de vídeo]. Youtube. https://www.youtube.com/watch?v=0QiM7MFsBiE

Canal Colgate Brasil (26 março de 2015). Economize água [Arquivo de vídeo]. Youtube. https://www.youtube.com/watch?v=jEGElZwMzYM

Coutinho, C.P. (2014). Metodologia de investigação em ciências sociais e humanas: teoria e prática. Coimbra: Edições Almedina.

Cruz Fróes Berbel, C.C. e Andrelo, R. (2020). Competência em informação para a sustentabilidade:análise em uma organização de call centerde serviços financeiros. Revista Brasileira de Biblioteconomia e Documentação (RBBD), 16, 1-29.

Fausto Neto, A. (2006). Midiatização, prática social – prática de sentido. In: Anais do 15º Encontro Nacional da Compós. Bauru: UNESP/Compós.

Ferrés, J., & PIscitelli, A. (2015). Competência midiática: proposta articulada de dimensões e indicadores. Lumina, Juiz de Fora, 9(1), 1-16. https://periodicos.ufjf.br/index.php/lumina/article/view/21183

Kunsch, M.M.K. (2009). A comunicação para a sustentabilidade das organizações na sociedade global. In: Kunsch, M.M.K.; Oliveira, M.L. (Orgs). A comunicação na gestão da sustentabilidade das organizações. São Caetano do Sul, SP: Difusão Editora, 57-81.

Leff, E. (2011). Saber Ambiental: Sustentabilidade, racionalidade, complexidade, poder. 8ª ed. Petrópolis, RJ: Editora Vozes.

Martino, L.M.S. (2019). Rumo a uma teoria da midiatização: exercício conceitual e metodológico de sistematização. Intexto, 45, 16-34. https://doi.org/10.19132/1807-858320190.16-34

Milid Yearbook (2015). Media and Information Literacy and Intercultural Dialogue. Media and information literacy for the sustainable development goals. Gothenburg: Nordicom, The International Clearinghouse on Children, Youth and Media. https://milunesco.unaoc.org/wp-content/uploads/2015/07/milid_yearbook_2015.pdf

Organização das Nações Unidas (2015). A Agenda 2030 para o Desenvolvimento Sustentável. https://nacoesunidas.org/pos2015/agenda2030/

Organização das Nações Unidas para a Educação, a Ciência e a Cultura (2017). Educação para os Objetivos de Desenvolvimento Sustentável: objetivos de aprendizagem. Paris: UNESCO. https://unesdoc.unesco.org/ark:/48223/pf0000252197

Planeta Sustentável (2011). A água que você não vê. http://planetasustentavel.abril.com.br/download/stand2-painel4-agua-virtual.pdf

Siqueira, A.B., & Cerigatto, M.P. (2012). Mídia-educação no ensino médio: por que e como fazer. Educar em Revista, 44, 235-254. https://doi.org/10.1590/S0104-40602012000200015

Published

2024-06-29

How to Cite

Cruz Fróes Berbel, C., & Andrelo, R. (2024). Media competence as a strategy for inserting sustainable development goals in organizations. International Journal of Public Relations, 14(27), 23–46. https://doi.org/10.5783/revrrpp.v14i27.854