NOVA CLASSE MÉDIA UM PÚBLICO COM 17 NOMES DIFERENTES PARA O GOVERNO FEDERAL: O CASO DA CAIXA ECONÔMICA FEDERAL E DOS IMPASSES COMUNICACIONAIS CRIADOS PELA POLÍTICA PÚBLICA DE COMUNICAÇÃO (SECOM/PR) E DE ASSUNTOS ESTRATÉGICOS (SAE/PR) (2011-2016)

• Autor(a) principal: Machado, Fabíola de Araújo
• Data de Publicação: 2023
• Outros Autores: Dias, Robson, Gomes, Victor Márcio Laus Reis, Curvello, João José de Azevedo
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Alterjor
• Texto Completo: https://www.revistas.usp.br/alterjor/article/view/210512
• topic: Comunicação Estratégica. Comunicação Organizacional. CAIXA. Nova Classe Media. Políticas Públicas.; Comunicação Estratégica; Comunicação Organizacional; CAIXA; Nova Classe Media; Políticas Públicas; Strategic Communication; Organizational communication; CAIXA; New Media Class; Public policy

during the Dilma Rousseff administration (2011-2016), CAIXA aimed to be the bank of the New Middle Class. In a systemic-discursive approach, in which the organization is understood as a discourse made by the organization before an audience, it is perceived that the Strategic Affairs Secretariat of the Presidency of the Republic (SAE / PR), Secretariat of Communication (SECOM / PR) and CAIXA Designated the New Middle Class in disparate and non-strategically aligned modes from a communicational point of view. From the exploratory, qualitative, documentary study of 10 strategic, tactical and operational actions, the article identifies the occurrence of 17 other denominations for this New Middle Class audience. This confusion is due to the fact that the concept of "class" in Political Philosophy and "middle class" in Sociology is somewhat controversial and difficult to use. In addition, mergers with the idea of ​​"economic class" (A, B, C, D, E) and neologisms adopted by public policy managers created a confusing communication scenario in which the bank and the state attempted to dialogue with an audience Calling it by several names.