Relações Públicas na cibercultura: desafios e perspectivas

• Autor(a) principal: Barba, Henrique Della [UNESP]
• Data de Publicação: 2017
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da UNESP
• Texto Completo: http://hdl.handle.net/11449/156475; http://www.athena.biblioteca.unesp.br/exlibris/bd/capelo/2018-04-26/000898271.pdf
• topic: Relações publicas; Cibercultura; Comunicação nas organizações; Inteligência coletiva; Cyberculture

The rise of the internet as an ambience of interaction between the various social actors brought remarkable transformations to the ambits of language and culture. In this context of reconfigurations, new relations of the social production with the knowledge are observed, putting it like the greatest form of value in the society, at the same time in which the knowledge of the institutions become decentralized from new collective forms of consumption and production of knowledge with the digital media. For organizations, this process has meant opening up for the multidirectional communication environment of the internet, where the public relations activity is important to ensure the symmetrical mediation that connected audiences demand. Through this scenario, this research seeks, from the contributions of the theory of Cyberculture, to narrow the relationship between the synergy of knowledge that the Internet can provide, represented by collective intelligence, with the function of Public Relations in the internal and external environments of organizations aiming at institutional legitimacy