Em busca de novas narrativas organizacionais: análise de conteúdo audiovisual e proposta de matriz estruturante em storytelling

• Autor(a) principal: Cogo, Rodrigo Silveira
• Data de Publicação: 2013
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Organicom (Online)
• Texto Completo: https://www.revistas.usp.br/organicom/article/view/139167
• topic: Comunicación organizacional. Responsabilidad histórica. Memoria organizacional. Storytelling.; Orgnizational communication. Historical responsibility. Organizational memory. Storytelling.; Comunicação organizacional. Esponsabilidade Histórica. Memória organizacional. Storytelling.

Day-to-day determinations when communicating show a considerable distance between the projection of the identity and the perception generated, which makes it evident that to inform and to communicate are very different instances in the relationship and dialogue process. This is even more radical at a time of multi-protagonism, densification of the sources of trust and an overload of circulating messages. It is in this environment that this study was motivated and proposed: to bring together, analyze, understand, schematize and assist in applying the narrative format of storytelling, particularly the one based on the experience of the evoking source. It concerns the arousal of reminiscence of life histories and their interlacing with the trajectory at a time of organizational agents. An analysis is conducted of the institutional audiovisual content of ten organizations, through a technique of structural analysis of the narrative, with proposal of a structuring matrix of storytelling elements.