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Publication
A exteriorização da identidade socialmente responsável : um estudo do papel das relações públicas através dos temas de comunicação digital na Delta Cafés
| Name: | Description: | Size: | Format: | |
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| 19 MB | Adobe PDF |
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Abstract(s)
Com a evolução das Tecnologias da Informação e Comunicação (TICs), e principalmente
com a popularização da Internet, a cultura global se transformou, alterando e
potencializando, principalmente, o acesso à informação. As relações entre as pessoas
mudaram, exigindo das organizações adaptação a esse novo contexto e ao novo perfil de
consumidores, mais exigentes e conscientes dos impactos das ações empresariais no meio
ambiente.
Assim, conceitos como o de Sustentabilidade e Responsabilidade Social Empresarial
ganharam força, sendo necessária a sua compreensão enquanto ativo estratégico das
organizações. Esse entendimento passa pela inserção da responsabilidade social na cultura
e identidade organizacional e, consequentemente, na exteriorização dessa cultura aos
públicos externos, agregando valor à marca e auxiliando na construção de relacionamentos
mais duradouros e estáveis, o que dá espaço à atuação dos profissionais de relações
públicas.
Com o objetivo principal de verificar de que forma a identidade socialmente responsável
da Delta Cafés é exteriorizada, em meio digital, através dos temas de comunicação, esta
dissertação está estruturada como uma pesquisa qualitativa e exploratória, apoiada em
análise documental; pesquisa bibliográfica e estudo de caso. O estudo empírico é realizado
a partir do modelo de Prisma de Identidade de Marca proposto por Kapferer (1991),
utilizado para análise das mídias sociais da empresa objeto de estudo, nomeadamente o
Instagram, o Facebook e o LinkedIn.
Através dessa metodologia e com base no novo contexto de comunicação digital, busca-se
responder se a exteriorização das temáticas comunicacionais por parte das relações
públicas da Delta Cafés, nas mídias sociais, identifica a empresa como socialmente
responsável.
With the evolution of Information and Communication Technologies (ICTs), and especially with the popularization of Internet, the global culture has changing and increasing the access to information. Relations between people have changed, requiring adaptation from organizations to this new context and to this new profile of consumers, more demanding and aware of the impact of corporate actions on the environment. Thus, concepts such as Sustainability and Corporate Social Responsibility gained strength, requiring their understanding as a strategic asset of the organizations. This understanding involves the integration of social responsibility in the organizational culture and identity and, consequently, the externalization of that culture to external audiences, adding value to the brand and helping to build long-lasting and stable relationships, which gives space to the actions of public relations professionals. With the main objective to verify how the socially responsible identity of Delta Cafés is externalized in digital media, through the communication issues, this dissertation is structured as a qualitative exploratory study, based on document and literature analysis; and case study. The empirical study is conducted from the Kapferer (1991) Brand Identity Prism, used to analyze the social media of the study subject company, including Instagram, Facebook and LinkedIn. Through this methodology and based on the new context of digital communication, this research try to answer if the externalization of communication issues by the public relations of Delta Cafés, in social media, identified the company as socially responsible.
With the evolution of Information and Communication Technologies (ICTs), and especially with the popularization of Internet, the global culture has changing and increasing the access to information. Relations between people have changed, requiring adaptation from organizations to this new context and to this new profile of consumers, more demanding and aware of the impact of corporate actions on the environment. Thus, concepts such as Sustainability and Corporate Social Responsibility gained strength, requiring their understanding as a strategic asset of the organizations. This understanding involves the integration of social responsibility in the organizational culture and identity and, consequently, the externalization of that culture to external audiences, adding value to the brand and helping to build long-lasting and stable relationships, which gives space to the actions of public relations professionals. With the main objective to verify how the socially responsible identity of Delta Cafés is externalized in digital media, through the communication issues, this dissertation is structured as a qualitative exploratory study, based on document and literature analysis; and case study. The empirical study is conducted from the Kapferer (1991) Brand Identity Prism, used to analyze the social media of the study subject company, including Instagram, Facebook and LinkedIn. Through this methodology and based on the new context of digital communication, this research try to answer if the externalization of communication issues by the public relations of Delta Cafés, in social media, identified the company as socially responsible.
Description
Keywords
Sustentabilidade Responsabilidade social empresarial Identidade organizacional Relações públicas Comunicação digital Sustainability Corporate social responsibility Organizational identity Public relations Digital communication