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Authors
Abstract(s)
A pandemia covid-19 exigiu uma adaptação das práticas de comunicação interna, em
organizações educativas. Este novo desafio conduziu a uma forma diferente de comunicar
com os diferentes stakeholders, bem como a alterações na forma de ensinar, motivando a
nossa questão de investigação: Como é que as organizações educativas adaptaram a sua
comunicação interna em tempos de pandemia?
Relativamente aos objetivos mais específicos, pretendemos compreender, nas
organizações educativas em estudo, o funcionamento da comunicação interna, as
principais alterações, as barreiras e as oportunidades, e analisar a perceção da eficácia da
comunicação entre os vários stakeholders ao longo de três períodos do ano de 2020, antes
da pandemia (janeiro a março), durante o confinamento (março a junho) e no regresso às
aulas (setembro a dezembro).
A presente investigação é do tipo estudo de caso múltiplo, tendo envolvido dois
colégios privados, situados na Área Metropolitana de Lisboa. Assente numa abordagem
metodológica mista, realizámos uma análise de documentos normativos da escola, e
foram recolhidos dados através de entrevistas semiestruturadas, de questionários e de
focus groups.
A partir da informação recolhida, é possível estabelecer como principais conclusões,
que a estrutura, a cultura e a liderança influenciam a comunicação nas organizações
educativas; que o contexto de crise reforçou o papel da comunicação nestas organizações
e que os desafios impostos pela situação pandémica resultaram em alterações profundas
na forma comunicar entre os stakeholders.
No seguimento destas conclusões, esta investigação marca um período de
transformação comunicacional nas organizações educativas, sendo possível obter
contribuições relevantes para a academia e para os profissionais de comunicação que
procuram implementar boas práticas de comunicação em contexto escolar.
The covid-19 pandemic required an adaptation of internal communication practices in educational organizations. This new challenge led to a different way of communicating with different stakeholders, as well as changes in the way of teaching, motivating our research question: How have educational organizations adapted their internal communication in times of pandemic? Regarding the more specific objectives, we intended to understand, in the educational organizations under study, the functioning of internal communication, the main changes, barriers and opportunities, and to analyze the perception of the effectiveness of communication between the various stakeholders over three periods from the year 2020, before the pandemic (January to March), during blockdown (March to June) and back to school (September to December). The present investigation is of the multiple case study type, having involved two private schools, located in the Metropolitan Area of Lisbon. Based on a mixed methodological approach, an analysis of normative documents of the school was carried out, and we collected the data through semi-structured interviews, questionnaires and focus groups. From the collected information, it is possible to establish as main conclusions, that: structure, culture and leadership influence communication in educational organizations; that the context of crisis reinforced the role of communication in these organizations and that the challenges imposed by the pandemic situation resulted in profound changes in the way of communicating among stakeholders. Following these conclusions, this investigation marks a period of communicational transformation in educational organizations, making it possible to obtain relevant contributions for the academy and for communication professionals, who seek to implement good communication practices in the school context.
The covid-19 pandemic required an adaptation of internal communication practices in educational organizations. This new challenge led to a different way of communicating with different stakeholders, as well as changes in the way of teaching, motivating our research question: How have educational organizations adapted their internal communication in times of pandemic? Regarding the more specific objectives, we intended to understand, in the educational organizations under study, the functioning of internal communication, the main changes, barriers and opportunities, and to analyze the perception of the effectiveness of communication between the various stakeholders over three periods from the year 2020, before the pandemic (January to March), during blockdown (March to June) and back to school (September to December). The present investigation is of the multiple case study type, having involved two private schools, located in the Metropolitan Area of Lisbon. Based on a mixed methodological approach, an analysis of normative documents of the school was carried out, and we collected the data through semi-structured interviews, questionnaires and focus groups. From the collected information, it is possible to establish as main conclusions, that: structure, culture and leadership influence communication in educational organizations; that the context of crisis reinforced the role of communication in these organizations and that the challenges imposed by the pandemic situation resulted in profound changes in the way of communicating among stakeholders. Following these conclusions, this investigation marks a period of communicational transformation in educational organizations, making it possible to obtain relevant contributions for the academy and for communication professionals, who seek to implement good communication practices in the school context.
Description
Keywords
Comunicação interna Organizações educativas Pandemia Covid-19 Comunicação de crise Internal communication Educational organisations Covid-19 pandemic Crisis communication