O discurso da sustentabilidade e da responsabilidade social na estratégia corporativa: comunicação em rede, consumo e cidadania

• Ano de defesa: 2011
• Autor(a) principal: Oliveira, Chirles Virginia Antas de
• Orientador(a): Castro, Gisela Grangeiro da Silva
• Banca de defesa: Casaqui, Vander , Oliveira, Fátima Cristina Regis Martins de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Associação Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa em Comunicação e Práticas de Consumo da ESPM
• Departamento: Comunicação
• País: BR
• Palavras-chave em Português: comunicação e consumo; cibercultura; sustentabilidade; responsabilidade social; marca institucional
• Palavras-chave em Inglês: communication and consumption; cyberculture; sustainability; social responsibility; institutional brand
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/102

The end of the XX century and the beginning of the XXI is an important period for the scholars of the communication field since from this time on some quite significant transformations are shaped in the contemporary society, resulting in cultural changes for both the citizens, the private enterprise and the government. Leaving from these transformations, this study aims to promote a multiperspective reflection (KELLNER, 2004), articulating the study of contemporary culture to understand how the society of the consumption is reflecting and refracting values and social praxis considering the speech of sustainability and the concept of citizenship, with the propositions of the studies of the cyberculture which conceives the cyberspace like environment of mobilization of the social actors in the construction of a collaborative culture (JENKINS, 2009). On account of the amplitude of the study, we will do use of a multi methodological approach combining bibliographical inquiry, collaborative observation of a netnographic character and documentary inquiry with the objective of understanding the multiple discursive strategies that compose the consolidation of an institutional brand. To compose a cultural and marketing analysis we study more specifically strategies of Bradesco s Banco do Planeta.