| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.28 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Considerada uma temática de extrema importância nas organizações contemporâneas, a responsabilidade social interna assume atualmente um lugar central, de desenvolvimento e crescimento, contribuindo e cooperando para o fenómeno da humanização das organizações. Outro elemento considerado essencial, quer para as organizações, quer também para os próprios indivíduos e grupos, é a comunicação, uma vez que esta permite e estimula a nossa
existência enquanto seres humanos, ao tornar possível a transmissão e a compreensão de ideias e informações. Neste sentido, de forma às organizações conseguirem comunicar as suas práticas de responsabilidade social aos seus colaboradores, estimulando o seu conhecimento e a sua participação, a área de comunicação interna desempenha um poderoso e fundamental papel na divulgação e no fortalecimento dos valores e princípios relacionados à responsabilidade social interna. A presente dissertação procura compreender o papel assumido pela comunicação interna no desenvolvimento e reforço das práticas de responsabilidade social interna nas organizações, através de um estudo de caso realizado junto do Banco BPI. Os três capítulos teóricos apresentados nesta dissertação abordam conceitos relacionados com as organizações, com a comunicação e com a temática da responsabilidade social. Ao nível metodológico, no capítulo IV foi utilizada uma metodologista mista, combinando a análise documental e a realização de entrevistas exploratórias (método qualitativo), com a aplicação de um inquérito por questionário (método quantitativo) junto dos colaboradores do Banco BPI. No capítulo V, os principais resultados deste estudo destacam, por um lado, a crescente necessidade e relevância de se adotarem abordagens comunicativas eficazes e socialmente
responsáveis, as quais proporcionem benefícios mútuos, tanto para a organização, como para os seus colaboradores. E, por outro, que essas abordagens sejam transparentes e empáticas, capazes de consolidar uma cultura organizacional forte e focada nas pessoas, dando espaço para se conseguir identificar as suas inquietações e atender às suas necessidades.
Considered an extremely important theme in contemporary organizations, internal social responsibility now takes a central role in development and evolution, contributing to and cooperating with the phenomenon of humanizing organizations. Another element considered essential for both organizations and individuals and groups themselves is communication, as it enables and stimulates our existence as human beings by making the transmission and comprehension of ideas and information possible. In this context, in order for organizations to communicate their practices of social responsibility to their employees, stimulating their awareness and participation, the field of internal communication plays a powerful and fundamental role in the dissemination and strengthening of values and principles related to internal social responsibility. This dissertation seeks to understand the role assumed by internal communication in the development and reinforcement of practices of internal social responsibility in organizations, through a case study conducted at Banco BPI. The three theoretical chapters address concepts related to organizations, communication, and the theme of social responsibility. Methodologically, a mixed methodology was used, combining document analysis and exploratory interviews (qualitative method), along with the administration of a questionnaire survey (quantitative method). The main results of this study highlight, on one hand, the growing necessity and relevance of adopting effective and socially responsible communicative approaches that provide mutual benefits for both the organization and its employees. On the other hand, these approaches should be transparent and empathetic, capable of solidifying a strong organizational culture focused on people, creating space to identify their concerns and address their needs.
Considered an extremely important theme in contemporary organizations, internal social responsibility now takes a central role in development and evolution, contributing to and cooperating with the phenomenon of humanizing organizations. Another element considered essential for both organizations and individuals and groups themselves is communication, as it enables and stimulates our existence as human beings by making the transmission and comprehension of ideas and information possible. In this context, in order for organizations to communicate their practices of social responsibility to their employees, stimulating their awareness and participation, the field of internal communication plays a powerful and fundamental role in the dissemination and strengthening of values and principles related to internal social responsibility. This dissertation seeks to understand the role assumed by internal communication in the development and reinforcement of practices of internal social responsibility in organizations, through a case study conducted at Banco BPI. The three theoretical chapters address concepts related to organizations, communication, and the theme of social responsibility. Methodologically, a mixed methodology was used, combining document analysis and exploratory interviews (qualitative method), along with the administration of a questionnaire survey (quantitative method). The main results of this study highlight, on one hand, the growing necessity and relevance of adopting effective and socially responsible communicative approaches that provide mutual benefits for both the organization and its employees. On the other hand, these approaches should be transparent and empathetic, capable of solidifying a strong organizational culture focused on people, creating space to identify their concerns and address their needs.
Description
Keywords
Organizações Comunicação interna Responsabilidade social corporativa Responsabilidade social interna nternal communication Internal social responsibility Organizations