Estratégias de comunicação da Petrobras no contexto de convergência midiática
Autor(a) principal: | |
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Data de Publicação: | 2012 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional Manancial UFSM |
Texto Completo: | http://repositorio.ufsm.br/handle/1/6336 |
Resumo: | This research theme is organizational communication in the context of digital media convergence and is bounded to the study of the media convergence as a strategic resource organizational communication undertaken by Petrobras in the ambience of the internet. The research problem holds on the assumption that the contemporary scene of Information Technologies and Communication Technologies enables other forms of sociability, different spaces of forms of relationship and interaction between organizations and their audiences. In view of this phenomenon, the types of communication flows are reconfigured, so now we must take into account the possibilities of interaction for different ambiences media empowered to conduct the mapping and analysis of appropriations and communicative practices (BARICHELLO, 2009). The problem can be expressed through the following question: How does digital media convergence is presented as a communication strategy by Petrobras in the ambience of the internet? The overall goal is to understand how a digital media convergence is presented as a strategic resource for communication by Petrobras in the ambience of the internet. Specific objectives relate to: map the communication strategies undertaken by Petrobras in multimedia in the period from January to April 2012; investigate the potentiation of the approach of content in digital multimedia, media convergence and analyze the second articulation of communication strategies undertaken by Petrobras in the ambiance of internet multimedia. The methodology is mixed, a triangulation of methods and techniques in order to study and understand the articulation of strategies for multimedia communication Petrobras institutional. It was decided, in light of the objectives to be answered and the research problem, the case study method (Yin, 2005). As research techniques were used: the content analysis adapted from Bardin (1977), covert and non-participatory observation (JOHNSON, 2010) and the asynchronous semi-structured online interview (JOHNSON, 2010). It was noted that the redirection of content by providing pointers (links) was present in 48.83 studied units, the creation of specific content for a particular media corresponding to 43.25; the adaptation of content with different approach to other digital media was detected in 7.90 of units of study; while the ability to transpose the content of digital media to another was not detected in any of the units tested. It was noted also that the blog Fatos e Dados has a central function in the process of communication which Petrobras establishes with the society and in the circulation of information between digital media studied. |
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2013-09-272013-09-272012-11-10MACHADO, Jones. Estratégias de comunicação da Petrobras no contexto de convergência midiática. 2012. 185 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Santa Maria, Santa Maria, 2012.http://repositorio.ufsm.br/handle/1/6336This research theme is organizational communication in the context of digital media convergence and is bounded to the study of the media convergence as a strategic resource organizational communication undertaken by Petrobras in the ambience of the internet. The research problem holds on the assumption that the contemporary scene of Information Technologies and Communication Technologies enables other forms of sociability, different spaces of forms of relationship and interaction between organizations and their audiences. In view of this phenomenon, the types of communication flows are reconfigured, so now we must take into account the possibilities of interaction for different ambiences media empowered to conduct the mapping and analysis of appropriations and communicative practices (BARICHELLO, 2009). The problem can be expressed through the following question: How does digital media convergence is presented as a communication strategy by Petrobras in the ambience of the internet? The overall goal is to understand how a digital media convergence is presented as a strategic resource for communication by Petrobras in the ambience of the internet. Specific objectives relate to: map the communication strategies undertaken by Petrobras in multimedia in the period from January to April 2012; investigate the potentiation of the approach of content in digital multimedia, media convergence and analyze the second articulation of communication strategies undertaken by Petrobras in the ambiance of internet multimedia. The methodology is mixed, a triangulation of methods and techniques in order to study and understand the articulation of strategies for multimedia communication Petrobras institutional. It was decided, in light of the objectives to be answered and the research problem, the case study method (Yin, 2005). As research techniques were used: the content analysis adapted from Bardin (1977), covert and non-participatory observation (JOHNSON, 2010) and the asynchronous semi-structured online interview (JOHNSON, 2010). It was noted that the redirection of content by providing pointers (links) was present in 48.83 studied units, the creation of specific content for a particular media corresponding to 43.25; the adaptation of content with different approach to other digital media was detected in 7.90 of units of study; while the ability to transpose the content of digital media to another was not detected in any of the units tested. It was noted also that the blog Fatos e Dados has a central function in the process of communication which Petrobras establishes with the society and in the circulation of information between digital media studied.Esta pesquisa tem como tema a comunicação organizacional no contexto de convergência midiática e está delimitada ao estudo desta como recurso estratégico de comunicação organizacional empreendida pela Petrobras na ambiência digital. O problema de pesquisa ampara-se no pressuposto de que o cenário contemporâneo das Tecnologias da Informação e da Comunicação (TICs) viabiliza outras formas de sociabilidade, diferentes espaços de relacionamento e formas de interação entre as organizações e seus públicos. Em face desse fenômeno, as tipologias de fluxos comunicacionais são reconfiguradas e, portanto, atualmente é preciso levar em consideração as possibilidades de interação propiciadas pelas diferentes ambiências midiáticas para proceder ao mapeamento e à análise de apropriações e práticas comunicacionais (BARICHELLO, 2009). A problemática pode ser expressa por meio da seguinte questão: De que forma a convergência midiática se apresenta como estratégia de comunicação pela Petrobras na ambiência digital? O objetivo geral é compreender de que forma a convergência midiática digital se apresenta como recurso estratégico de comunicação pela Petrobras na ambiência digital. Os objetivos específicos referem-se a: mapear algumas das estratégias de comunicação empreendidas pela Petrobras em multimídias no período de janeiro a abril de 2012; investigar a abordagem de conteúdos em multimídias digitais; e analisar a convergência midiática segundo a articulação de estratégias de comunicação empreendida pela Petrobras em multimídias na ambiência da internet. A metodologia é mista, uma triangulação de métodos e técnicas, a fim de se estudar e compreender a articulação das estratégias de comunicação da Petrobras em multimídias institucionais. Decidiu-se, em face dos objetivos a serem respondidos e do problema de pesquisa, pelo método do Estudo de Caso (YIN, 2005). Como técnicas de pesquisa foram utilizadas: a análise de conteúdo adaptada de Bardin (1977), a observação encoberta e não participativa (JOHNSON, 2010) e a entrevista online assíncrona semiestruturada (JOHNSON, 2010). Constatou-se que o redirecionamento de conteúdo por meio da disponibilização de apontadores (links) esteve presente em 48,83% das unidades estudadas; a criação de conteúdo específico para uma determinada mídia correspondeu a 43,25%; a adaptação de conteúdo com abordagem diferente para outra mídia digital foi detectado em 7,90% das unidades estudadas; enquanto a possibilidade de transpor o conteúdo de uma mídia digital para outra não foi detectada em nenhuma das unidades analisadas. Constatou-se também que o blog Fatos e Dados possui função central no processo de comunicação que a Petrobras estabelece com a sociedade e na circulação de informações entre as mídias digitais estudadas.Coordenação de Aperfeiçoamento de Pessoal de Nível Superiorapplication/pdfporUniversidade Federal de Santa MariaPrograma de Pós-Graduação em ComunicaçãoUFSMBRComunicaçãoComunicação organizacionalConvergência midiáticaEstratégias de comunicaçãoMultimidialidadeRelações públicas digitaisOrganizational communicationMedia convergenceCommunication strategyMultimediaDigital public relationsCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAOEstratégias de comunicação da Petrobras no contexto de convergência midiáticainfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisBarichello, Eugenia Maria Mariano da Rochahttp://lattes.cnpq.br/1075373845442641Rublescki, Anelise Silveirahttp://lattes.cnpq.br/3656236229143943Pellanda, Eduardo Camposhttp://lattes.cnpq.br/8142672413873390Lopez, Debora Cristinahttp://lattes.cnpq.br/9830131024810576http://lattes.cnpq.br/1685871368801507Machado, Jones60090000000840050050030030030076707352-4958-47f9-8040-46e4bf902b025e462b80-f292-4ea4-92e8-94d968f879e8fdad6073-60fa-48d4-a6f3-59a3b760ca7e6c8a7a32-d81e-4b38-b7eb-3d9a23f3aa99f2ba2dbd-6745-415d-a8de-9f3f8f6f2119info:eu-repo/semantics/openAccessreponame:Repositório Institucional Manancial UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSMORIGINALMACHADO, JONES.pdfapplication/pdf4674163http://repositorio.ufsm.br/bitstream/1/6336/1/MACHADO%2c%20JONES.pdf29900d9b184350b5e12e811128246473MD51TEXTMACHADO, JONES.pdf.txtMACHADO, JONES.pdf.txtExtracted texttext/plain386409http://repositorio.ufsm.br/bitstream/1/6336/2/MACHADO%2c%20JONES.pdf.txt29f8c586c1c697d7b7bf9560dac2b60bMD52THUMBNAILMACHADO, JONES.pdf.jpgMACHADO, JONES.pdf.jpgIM Thumbnailimage/jpeg4503http://repositorio.ufsm.br/bitstream/1/6336/3/MACHADO%2c%20JONES.pdf.jpgaeb82f441103ba729321260876cf5595MD531/63362023-06-14 09:16:53.899oai:repositorio.ufsm.br:1/6336Repositório Institucionalhttp://repositorio.ufsm.br/PUBhttp://repositorio.ufsm.br/oai/requestouvidoria@ufsm.bropendoar:39132023-06-14T12:16:53Repositório Institucional Manancial UFSM - Universidade Federal de Santa Maria (UFSM)false |
dc.title.por.fl_str_mv |
Estratégias de comunicação da Petrobras no contexto de convergência midiática |
title |
Estratégias de comunicação da Petrobras no contexto de convergência midiática |
spellingShingle |
Estratégias de comunicação da Petrobras no contexto de convergência midiática Machado, Jones Comunicação organizacional Convergência midiática Estratégias de comunicação Multimidialidade Relações públicas digitais Organizational communication Media convergence Communication strategy Multimedia Digital public relations CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
Estratégias de comunicação da Petrobras no contexto de convergência midiática |
title_full |
Estratégias de comunicação da Petrobras no contexto de convergência midiática |
title_fullStr |
Estratégias de comunicação da Petrobras no contexto de convergência midiática |
title_full_unstemmed |
Estratégias de comunicação da Petrobras no contexto de convergência midiática |
title_sort |
Estratégias de comunicação da Petrobras no contexto de convergência midiática |
author |
Machado, Jones |
author_facet |
Machado, Jones |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Barichello, Eugenia Maria Mariano da Rocha |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/1075373845442641 |
dc.contributor.referee1.fl_str_mv |
Rublescki, Anelise Silveira |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/3656236229143943 |
dc.contributor.referee2.fl_str_mv |
Pellanda, Eduardo Campos |
dc.contributor.referee2Lattes.fl_str_mv |
http://lattes.cnpq.br/8142672413873390 |
dc.contributor.referee3.fl_str_mv |
Lopez, Debora Cristina |
dc.contributor.referee3Lattes.fl_str_mv |
http://lattes.cnpq.br/9830131024810576 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/1685871368801507 |
dc.contributor.author.fl_str_mv |
Machado, Jones |
contributor_str_mv |
Barichello, Eugenia Maria Mariano da Rocha Rublescki, Anelise Silveira Pellanda, Eduardo Campos Lopez, Debora Cristina |
dc.subject.por.fl_str_mv |
Comunicação organizacional Convergência midiática Estratégias de comunicação Multimidialidade Relações públicas digitais |
topic |
Comunicação organizacional Convergência midiática Estratégias de comunicação Multimidialidade Relações públicas digitais Organizational communication Media convergence Communication strategy Multimedia Digital public relations CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
Organizational communication Media convergence Communication strategy Multimedia Digital public relations |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
This research theme is organizational communication in the context of digital media convergence and is bounded to the study of the media convergence as a strategic resource organizational communication undertaken by Petrobras in the ambience of the internet. The research problem holds on the assumption that the contemporary scene of Information Technologies and Communication Technologies enables other forms of sociability, different spaces of forms of relationship and interaction between organizations and their audiences. In view of this phenomenon, the types of communication flows are reconfigured, so now we must take into account the possibilities of interaction for different ambiences media empowered to conduct the mapping and analysis of appropriations and communicative practices (BARICHELLO, 2009). The problem can be expressed through the following question: How does digital media convergence is presented as a communication strategy by Petrobras in the ambience of the internet? The overall goal is to understand how a digital media convergence is presented as a strategic resource for communication by Petrobras in the ambience of the internet. Specific objectives relate to: map the communication strategies undertaken by Petrobras in multimedia in the period from January to April 2012; investigate the potentiation of the approach of content in digital multimedia, media convergence and analyze the second articulation of communication strategies undertaken by Petrobras in the ambiance of internet multimedia. The methodology is mixed, a triangulation of methods and techniques in order to study and understand the articulation of strategies for multimedia communication Petrobras institutional. It was decided, in light of the objectives to be answered and the research problem, the case study method (Yin, 2005). As research techniques were used: the content analysis adapted from Bardin (1977), covert and non-participatory observation (JOHNSON, 2010) and the asynchronous semi-structured online interview (JOHNSON, 2010). It was noted that the redirection of content by providing pointers (links) was present in 48.83 studied units, the creation of specific content for a particular media corresponding to 43.25; the adaptation of content with different approach to other digital media was detected in 7.90 of units of study; while the ability to transpose the content of digital media to another was not detected in any of the units tested. It was noted also that the blog Fatos e Dados has a central function in the process of communication which Petrobras establishes with the society and in the circulation of information between digital media studied. |
publishDate |
2012 |
dc.date.issued.fl_str_mv |
2012-11-10 |
dc.date.accessioned.fl_str_mv |
2013-09-27 |
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2013-09-27 |
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info:eu-repo/semantics/publishedVersion |
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MACHADO, Jones. Estratégias de comunicação da Petrobras no contexto de convergência midiática. 2012. 185 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Santa Maria, Santa Maria, 2012. |
dc.identifier.uri.fl_str_mv |
http://repositorio.ufsm.br/handle/1/6336 |
identifier_str_mv |
MACHADO, Jones. Estratégias de comunicação da Petrobras no contexto de convergência midiática. 2012. 185 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Santa Maria, Santa Maria, 2012. |
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http://repositorio.ufsm.br/handle/1/6336 |
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UFSM |
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BR |
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Comunicação |
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Universidade Federal de Santa Maria |
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