Detalhes bibliográficos
| Ano de defesa: |
2013 |
| Autor(a) principal: |
Giannotti, Marcos |
| Orientador(a): |
Tarsitano, Paulo Rogério
 |
| Banca de defesa: |
Markus, Kleber,
Souza, Sandra Maria Ribeiro de |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Universidade Metodista de São Paulo
|
| Programa de Pós-Graduação: |
PÓS GRADUAÇÃO EM COMUNICAÇÃO
|
| Departamento: |
Processo Comunicacionais
|
| País: |
BR
|
| Palavras-chave em Português: |
|
| Palavras-chave em Inglês: |
|
| Área do conhecimento CNPq: |
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| Link de acesso: |
http://tede.metodista.br/jspui/handle/tede/668
|
Resumo: |
On the one hand, the world of the XXI century with tools that enable increasingly being connected and dependent on communication technologies. The place where the internet is the main instrument for people to relate, interacts, consume, have fun and be informed. On the other side, almost an island from this technological trend, a space in which oral communication, trust, the value of the word, know the neighborhood and community are what prevails. It is more a phenomenon due to the growth of Class C in Brazil, after the launch of the Real Plan, by Fernando Henrique Cardoso government of former President Itamar Franco, and the implementation of social measures in subsequent years in the Luiz Inácio Lula da Silva government. The segment that represents 54% of the population and companies is a new frontier of business. Through literature search and document analysis for content analysis, this single case study will investigate how Banco Itaú communicates with these stakeholders to provide microcredit in the outskirts of São Paulo. In a world where we think the faster sensory and information technology will be in the future the oral communication can lead to important knowledge when we want to communicate with the Base of the Pyramid. |
