O DISCURSO ORGANIZACIONAL E OS DEFICIENTES NAS MÍDIAS DIGITAIS: A CONSTRUÇÃO DE REPRESENTAÇÕES
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da METODISTA |
Texto Completo: | http://tede.metodista.br/jspui/handle/tede/1735 |
Resumo: | The dialog between the brands and disabled consumers is challenging, since it is not enough to seek attractions, companies should also take into consideration customers' physical and intellectual limitations. Even more considering the whole history of this relationship, which exposes exclusion, a silenced dialogue and without representativeness. The study has the objective of confronting the organizational communication aimed at the disabled public with the evaluation that this group makes of this discourse, that is, whether or not it is represented there. This is a qualitative research, subsidized by Discourse Analysis of the french line, with emphasis on concepts such as ethos, páthos and scenes of enunciation. Initially, a monitoring of the social media and news and official sites of five selected companies, according to criteria based on the evaluation of Você S/A Magazine, with the 150 Best Companies to Work for 2015, allows to investigate how such organizations promote, in addition to punctuating the image they make of disabled clients through the analysis of sustainability reports and publications on activities aimed at this public. In a second moment, the application of focus groups and individual interviews in entities that work with people with disabilities mentions the picture of how they are represented, highlighting the collision of distorted images, with a discourse that distances itself from the practice, and which does not dialogue because of the lack of attention to their demands and needs. The counterpoint among the stages reinforces the lack of interest of the majority of companies in providing a more inclusive communication and a customized customer service, mainly represents the lack of visibility and devaluation of the potential of these consumers in the market, which also reflects in society |
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Gonçalves, Elizabeth MoraesEscudero , CamilaHoff , Tânia Marcia CezarOliveira, Roberto Joaquim deOLIVEIRA, MONIQUE ARAUJO DE2018-04-05T17:37:33Z2018-03-09OLIVEIRA, MONIQUE ARAUJO DE. O DISCURSO ORGANIZACIONAL E OS DEFICIENTES NAS MÍDIAS DIGITAIS: A CONSTRUÇÃO DE REPRESENTAÇÕES. 2018. 240 folhas. Dissertação( Comunicacao Social) - Universidade Metodista de Sao Paulo, São Bernardo do Campo.2018.http://tede.metodista.br/jspui/handle/tede/1735The dialog between the brands and disabled consumers is challenging, since it is not enough to seek attractions, companies should also take into consideration customers' physical and intellectual limitations. Even more considering the whole history of this relationship, which exposes exclusion, a silenced dialogue and without representativeness. The study has the objective of confronting the organizational communication aimed at the disabled public with the evaluation that this group makes of this discourse, that is, whether or not it is represented there. This is a qualitative research, subsidized by Discourse Analysis of the french line, with emphasis on concepts such as ethos, páthos and scenes of enunciation. Initially, a monitoring of the social media and news and official sites of five selected companies, according to criteria based on the evaluation of Você S/A Magazine, with the 150 Best Companies to Work for 2015, allows to investigate how such organizations promote, in addition to punctuating the image they make of disabled clients through the analysis of sustainability reports and publications on activities aimed at this public. In a second moment, the application of focus groups and individual interviews in entities that work with people with disabilities mentions the picture of how they are represented, highlighting the collision of distorted images, with a discourse that distances itself from the practice, and which does not dialogue because of the lack of attention to their demands and needs. The counterpoint among the stages reinforces the lack of interest of the majority of companies in providing a more inclusive communication and a customized customer service, mainly represents the lack of visibility and devaluation of the potential of these consumers in the market, which also reflects in societyO diálogo das marcas com o consumidor com deficiência é desafiador, na medida em que não basta buscar atrativos, deve ponderar suas limitações, sejam físicas ou intelectuais. Ainda mais considerando todo o histórico desta relação, que expõe exclusão, um diálogo silenciado e sem representatividade. Assim, o estudo tem o objetivo de confrontar a comunicação organizacional voltada ao público com deficiência com a avaliação que este grupo faz desse discurso, ou seja, se ele se vê ou não ali representado. Trata-se de uma pesquisa qualitativa, subsidiada pela Análise de Discurso da linha francesa, com ênfase nos conceitos sobre ethos, páthos e cenas de enunciação. Inicialmente, um monitoramento das redes sociais e dos sites de notícias e oficiais de cinco empresas selecionadas, segundo critérios baseados na avaliação da revista Você S/A, com as 150 Melhores Empresas Para Você Trabalhar 2015, possibilita investigar como tais organizações se promovem, além de pontuar a imagem que fazem dos clientes com deficiência por meio da análise de relatórios de sustentabilidade e publicações sobre atividades direcionadas a este público. Em um segundo momento, a aplicação de grupos focais e entrevistas individuais em entidades que atuam junto a pessoas com deficiência menciona o quadro de como elas se veem representadas, destacando a colisão de imagens distorcidas, com discurso que se distancia da prática, e que não conseguem dialogar devido à ausência de atenção à suas demandas e necessidades. O contraponto entre as etapas reforça a ausência de interesse da maioria das empresas em oferecer comunicação e atendimento mais inclusivos e acessíveis, sobretudo representa a falta de visibilidade e desvalorização do potencial desses consumidores no mercado, o que reflete também na sociedade.Submitted by Noeme Timbo (noeme.timbo@metodista.br) on 2018-04-05T17:37:33Z No. of bitstreams: 1 Monique A.Oliveira.pdf: 3929672 bytes, checksum: 79baf29158a271b2628bf4b5e84396f5 (MD5)Made available in DSpace on 2018-04-05T17:37:33Z (GMT). No. of bitstreams: 1 Monique A.Oliveira.pdf: 3929672 bytes, checksum: 79baf29158a271b2628bf4b5e84396f5 (MD5) Previous issue date: 2018-03-09Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESapplication/pdfporUniversidade Metodista de Sao PauloComunicacao SocialIMSBrasilComunicacao Social:Programa de Pos Graduacao em Comunicacao SocialComunicação; Análise de Discurso; Mercado de consumo; Consumidor com deficiência; Mídias DigitaisCommunication; Discourse Analysis; Consumer market; Disabled consumer; Digital MediaCIENCIAS SOCIAIS APLICADAS::COMUNICACAOO DISCURSO ORGANIZACIONAL E OS DEFICIENTES NAS MÍDIAS DIGITAIS: A CONSTRUÇÃO DE REPRESENTAÇÕESORGANIZATIONAL DISCOURSE AND THE DISABLED IN DIGITAL MEDIA: THE CONSTRUCTION OF REPRESENTATIONSinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis4333470630449360357500500600600-7662988059372876986-40560210555028745732075167498588264571info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da METODISTAinstname:Universidade Metodista de São Paulo (METODISTA)instacron:METODISTAORIGINALMonique A.Oliveira.pdfMonique A.Oliveira.pdfapplication/pdf3929672http://tede.metodista.br/jspui/bitstream/tede/1735/2/Monique+A.Oliveira.pdf79baf29158a271b2628bf4b5e84396f5MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-82165http://tede.metodista.br/jspui/bitstream/tede/1735/1/license.txtbd3efa91386c1718a7f26a329fdcb468MD51tede/17352018-04-05 14:37:33.225oai:tahbit.umesp.edu.dti: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Biblioteca Digital de Teses e Dissertaçõeshttp://tede.metodista.br/jspui/http://tede.metodista.br/oai/requestbiblioteca@metodista.br||erick.roberto@metodista.bropendoar:2018-04-05T17:37:33Biblioteca Digital de Teses e Dissertações da METODISTA - Universidade Metodista de São Paulo (METODISTA)false |
dc.title.por.fl_str_mv |
O DISCURSO ORGANIZACIONAL E OS DEFICIENTES NAS MÍDIAS DIGITAIS: A CONSTRUÇÃO DE REPRESENTAÇÕES |
dc.title.alternative.eng.fl_str_mv |
ORGANIZATIONAL DISCOURSE AND THE DISABLED IN DIGITAL MEDIA: THE CONSTRUCTION OF REPRESENTATIONS |
title |
O DISCURSO ORGANIZACIONAL E OS DEFICIENTES NAS MÍDIAS DIGITAIS: A CONSTRUÇÃO DE REPRESENTAÇÕES |
spellingShingle |
O DISCURSO ORGANIZACIONAL E OS DEFICIENTES NAS MÍDIAS DIGITAIS: A CONSTRUÇÃO DE REPRESENTAÇÕES OLIVEIRA, MONIQUE ARAUJO DE Comunicação; Análise de Discurso; Mercado de consumo; Consumidor com deficiência; Mídias Digitais Communication; Discourse Analysis; Consumer market; Disabled consumer; Digital Media CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
O DISCURSO ORGANIZACIONAL E OS DEFICIENTES NAS MÍDIAS DIGITAIS: A CONSTRUÇÃO DE REPRESENTAÇÕES |
title_full |
O DISCURSO ORGANIZACIONAL E OS DEFICIENTES NAS MÍDIAS DIGITAIS: A CONSTRUÇÃO DE REPRESENTAÇÕES |
title_fullStr |
O DISCURSO ORGANIZACIONAL E OS DEFICIENTES NAS MÍDIAS DIGITAIS: A CONSTRUÇÃO DE REPRESENTAÇÕES |
title_full_unstemmed |
O DISCURSO ORGANIZACIONAL E OS DEFICIENTES NAS MÍDIAS DIGITAIS: A CONSTRUÇÃO DE REPRESENTAÇÕES |
title_sort |
O DISCURSO ORGANIZACIONAL E OS DEFICIENTES NAS MÍDIAS DIGITAIS: A CONSTRUÇÃO DE REPRESENTAÇÕES |
author |
OLIVEIRA, MONIQUE ARAUJO DE |
author_facet |
OLIVEIRA, MONIQUE ARAUJO DE |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Gonçalves, Elizabeth Moraes |
dc.contributor.referee1.fl_str_mv |
Escudero , Camila |
dc.contributor.referee2.fl_str_mv |
Hoff , Tânia Marcia Cezar |
dc.contributor.referee3.fl_str_mv |
Oliveira, Roberto Joaquim de |
dc.contributor.author.fl_str_mv |
OLIVEIRA, MONIQUE ARAUJO DE |
contributor_str_mv |
Gonçalves, Elizabeth Moraes Escudero , Camila Hoff , Tânia Marcia Cezar Oliveira, Roberto Joaquim de |
dc.subject.por.fl_str_mv |
Comunicação; Análise de Discurso; Mercado de consumo; Consumidor com deficiência; Mídias Digitais |
topic |
Comunicação; Análise de Discurso; Mercado de consumo; Consumidor com deficiência; Mídias Digitais Communication; Discourse Analysis; Consumer market; Disabled consumer; Digital Media CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
Communication; Discourse Analysis; Consumer market; Disabled consumer; Digital Media |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
The dialog between the brands and disabled consumers is challenging, since it is not enough to seek attractions, companies should also take into consideration customers' physical and intellectual limitations. Even more considering the whole history of this relationship, which exposes exclusion, a silenced dialogue and without representativeness. The study has the objective of confronting the organizational communication aimed at the disabled public with the evaluation that this group makes of this discourse, that is, whether or not it is represented there. This is a qualitative research, subsidized by Discourse Analysis of the french line, with emphasis on concepts such as ethos, páthos and scenes of enunciation. Initially, a monitoring of the social media and news and official sites of five selected companies, according to criteria based on the evaluation of Você S/A Magazine, with the 150 Best Companies to Work for 2015, allows to investigate how such organizations promote, in addition to punctuating the image they make of disabled clients through the analysis of sustainability reports and publications on activities aimed at this public. In a second moment, the application of focus groups and individual interviews in entities that work with people with disabilities mentions the picture of how they are represented, highlighting the collision of distorted images, with a discourse that distances itself from the practice, and which does not dialogue because of the lack of attention to their demands and needs. The counterpoint among the stages reinforces the lack of interest of the majority of companies in providing a more inclusive communication and a customized customer service, mainly represents the lack of visibility and devaluation of the potential of these consumers in the market, which also reflects in society |
publishDate |
2018 |
dc.date.accessioned.fl_str_mv |
2018-04-05T17:37:33Z |
dc.date.issued.fl_str_mv |
2018-03-09 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
OLIVEIRA, MONIQUE ARAUJO DE. O DISCURSO ORGANIZACIONAL E OS DEFICIENTES NAS MÍDIAS DIGITAIS: A CONSTRUÇÃO DE REPRESENTAÇÕES. 2018. 240 folhas. Dissertação( Comunicacao Social) - Universidade Metodista de Sao Paulo, São Bernardo do Campo.2018. |
dc.identifier.uri.fl_str_mv |
http://tede.metodista.br/jspui/handle/tede/1735 |
identifier_str_mv |
OLIVEIRA, MONIQUE ARAUJO DE. O DISCURSO ORGANIZACIONAL E OS DEFICIENTES NAS MÍDIAS DIGITAIS: A CONSTRUÇÃO DE REPRESENTAÇÕES. 2018. 240 folhas. Dissertação( Comunicacao Social) - Universidade Metodista de Sao Paulo, São Bernardo do Campo.2018. |
url |
http://tede.metodista.br/jspui/handle/tede/1735 |
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por |
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por |
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4333470630449360357 |
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500 500 600 600 |
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openAccess |
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Universidade Metodista de Sao Paulo |
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Universidade Metodista de Sao Paulo |
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