O blog corporativo como interface no gerenciamento da impressão

• Ano de defesa: 2010
• Autor(a) principal: Sandini, Silvana Maria
• Orientador(a): Moura, Cláudia Peixoto de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul; Porto Alegre
• Palavras-chave em Português: COMUNICAÇÃO; COMUNICAÇÃO DIGITAL; COMUNICAÇÃO ORGANIZACIONAL; CIBERESPAÇO; BLOGS
• Link de acesso: http://hdl.handle.net/10923/2124

The dissertation aims to investigate the potential of the corporate blog as an interface in the development of Impression Management (Goffman, 2007 [1959]; Mohamed, Gardner e Paolillo, 1999). Here understood like a way of interaction and social communication. The Impression Management covers the series of activities which a spectacular organization (Wood Junior, 2001) develops in order to influence the way that people see it, in other words, the impression or image that stakeholders have about it. With the inclusion of concepts such as cyberspace, cyberculture and Web 2. 0 (Lévy, 1999; Lemos, 2008; Safko e Brake, 2009), a contemporary corporate scene is drawn, which demands the actualization/adaptation of the traditional practices and raises the question: as the corporate blog can contribute to the Impression Management? The researcher adopt a methodological procedure, the Depth Hermeneutics (Thompson, 2002) that, enhanced by Content Analysis (Bardin, 2009 [1977]), make the exploration of the blog of Tecnisa company possible, under a broader perspective. Observed Impression Management, developed by the communication firewall, is realized through the appropriation of the tools of Web 2. 0. and contemplates the development of strategies for involvement in an organized and manageable way. However, at the cyberspace, the relations don't occur in the same way and the planned selection of tactics that may be appropriate for this context is essential, since it avoids an unnecessary overexposure.