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Advisor(s)
Abstract(s)
A presente dissertação aborda o fenómeno da comunicação organizacional em contextos
digitais. Mais concretamente, questiona a influência da comunicação digital no fomento
de relações de proximidade entre as organizações e os seus públicos.
A economia de partilha e as organizações virtuais são temáticas sobre as quais a investigação
se debruça. São diversos os casos de organizações virtuais que pertencem ao sistema
de economia de partilha. Devido às suas características, recorrem sobretudo à comunicação
digital – tanto interna como externa – para se conectarem com os seus públicos. Como
é que os públicos encaram este fenómeno? Quais os seus efeitos no público externo e interno?
São duas das principais questões que investigamos.
Procurou-se então descobrir quais as perceções e efeitos no público interno e externo
de uma organização que opta por utilizar a comunicação digital como principal meio de
comunicação e trabalho. Para levar a cabo esta investigação, selecionamos uma organização
que corresponde aos critérios requeridos: a Uber. Inquiriram-se motoristas da Uber e o público/
clientes da Uber em Lisboa e no Rio de Janeiro.
A investigação realizada sugere que os processos de relacionamento estabelecidos
por via da comunicação digital são satisfatórios para os públicos da Uber. As novas plataformas
de comunicação como os media sociais ou a aplicação móvel da empresa revelaram-se
preponderantes para a aceitação destas novas formas de trabalho e comunicação. A nossa
análise salvaguarda, contudo, que a comunicação face-a-face ainda assume um papel importante
no que toca ao contacto com o público externo da organização em questão.
This dissertation addresses the phenomenon of organizational communication in digital contexts. More specifically, it questions the influence of digital communication when it comes to promoting close relations between organizations and their audiences. Sharing economy and virtual organizations are issues on which research is also concerned. There are several cases of virtual organizations that belong to the system of sharing economy. Due to their characteristics, they rely mainly on digital communication - both internal and external - to connect with their audiences. How do audiences view this phenomenon? What are its effects on the external and internal public? These are two of the main topics we investigate. The goal of this study is to find out the perceptions and effects in the internal and external public of an organization that choose to use digital communication as the main mean of communication and work. To obtain this information, we selected an organization that fulfill the required criteria: Uber. Uber drivers and Uber's public / clients, both from Lisbon and Rio de Janeiro, were inquired. The research suggests that the relationship process established through digital communication is satisfactory for Uber's audience. New communication platforms such as social media or the mobile application of the company have proved to be important for the acceptance of these new forms of work and communications. However, our analysis empathizes that face-to-face communication could play an important role in the contact with the external public of Uber.
This dissertation addresses the phenomenon of organizational communication in digital contexts. More specifically, it questions the influence of digital communication when it comes to promoting close relations between organizations and their audiences. Sharing economy and virtual organizations are issues on which research is also concerned. There are several cases of virtual organizations that belong to the system of sharing economy. Due to their characteristics, they rely mainly on digital communication - both internal and external - to connect with their audiences. How do audiences view this phenomenon? What are its effects on the external and internal public? These are two of the main topics we investigate. The goal of this study is to find out the perceptions and effects in the internal and external public of an organization that choose to use digital communication as the main mean of communication and work. To obtain this information, we selected an organization that fulfill the required criteria: Uber. Uber drivers and Uber's public / clients, both from Lisbon and Rio de Janeiro, were inquired. The research suggests that the relationship process established through digital communication is satisfactory for Uber's audience. New communication platforms such as social media or the mobile application of the company have proved to be important for the acceptance of these new forms of work and communications. However, our analysis empathizes that face-to-face communication could play an important role in the contact with the external public of Uber.
Description
Keywords
Comunicação interna Comunicação externa Comunicação Media sociais Organizações virtuais Economia de partilha Communication External communication Internal communication Social media Digital communication Virtual organizations