INOVAÇÃO EM COMUNICAÇÃO NO BRASIL: CONTEXTO, DESAFIOS E OPORTUNIDADES

• Autor(a) principal: ARAUJO, LUCAS VIEIRA DE
• Data de Publicação: 2018
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da METODISTA
• Texto Completo: http://tede.metodista.br/jspui/handle/tede/1733
• topic: Inovação; Comunicação; Ecossistema; Startups; Modelo triplo hélice; Innovation; Communication; Ecosystem; Startups; Triple helix concept; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

Studies from the area of communication in Brazil started a debate some years ago regarding innovation, but there are many aspects that have to be better evaluated. One of those threads is being conducted in the country with the aim to innovate in sectors directly involved with the area of communication. Therefore, this thesis aims to contribute with the objective to identify and characterise the main movements of innovation in communication in Brazil, as well as to know how they self sustain and interact with the ecosystem. For that, this study conducted a qualitative, exploratory, descriptive and explanatory research in three distinct universes: startups, established media companies, and investment funds and organizations that foment innovation. The universe with established companies was the only one that conducted a regionalised analysis. The others comprised organisations in national level that are amongst the biggest of their respective segments. A total of 21 organisations were part of this thesis' corpus, which gathered primary and secondary data by structured interview, documentary research and observant participation. Such data created four different units of analysis: i) interview with managers; ii) annual reports by the Sistema Paulista de Parques Tecnológicos; iii) evaluation of the organisations' websites; and iv) reports in the media. Those were the basis for the formation of four categories of analysis: i) innovativeness; ii) maturity; iii) Triple Helix concept; and iv) development of innovation in communication. The categories created twelve subcategories, created from the theoretical referential and the appliance of the observant participation. The theoretical grounds were made on the classic theory of innovation, which arguments also were based on the analysis of the data gathered, according to international studies with similar purposes. Among the results of this study for all the universes of research, I noticed that the level of innovation is reduced, innovation is incremental, the Triple Helix concept produced few effective results in the development of innovation environments in the area of communication, and there is a generalised lack of integration between the entities of the ecosystem. As concluded by other studies from distinct areas of communication, one of the main issues in Brazil in regard to innovation is the distance between private companies, government and universities. This study also identified that, in general, the organisations subjected to the study perform punctual, seasonal and focused actions in their own needs, and such actions do not contribute in an effective manner to the development of the ecosystem of communication innovation in Brazil