Arte nas empresas: pesquisa exploratória da utilização da arte como meio de comunicação com os funcionários nas empresas

• Ano de defesa: 2011
• Autor(a) principal: Baptistella, Nanci Elisa
• Orientador(a): Pinheiro, Amálio
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Comunicação e Semiótica
• Departamento: Comunicação
• País: BR
• Palavras-chave em Português: Comunicação empresarial; Cultura organizacional; Arte; Mestiçagem
• Palavras-chave em Inglês: Corporative communication; Organizational culture; Art; Miscegenation
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/4284

The use of art as a communication tool is a new strategy used by corporations to affect their employees in their cognitive aspects and their interactions with the collective. The goal is to improve internal communication in order to develop new ideas and solutions for unpredictable problems that interfere with the linear planning of a business organization. The objective of this research was to investigate some corporations that included the intervention of artistic doing in their organizational disciplines, in which the employee is the main character of the experience. In order to contextualize the object of this research we worked with theoreticians of Latin-American culture (Néstor García Canclini and Severo Sarduy), miscegenation (Amálio Pinheiro), knowledge and communication sociology (Boaventura de Souza Santos, Eduardo Viveiros de Castro, and Jesús Martín-Barbero), art (Marilena Chauí and Jorge Coli) and administration (Marlene Marchiori, Antonio Cesar Amaru Maximiano and Gareth Morgan), reaching the current days with Maurizio Lazzarato. Using a specially prepared questionnaire for this work, an exploratory field research was carried out in three major companies. We considered the possibility of existence of other policies aiming the organizational structure of a company, from the corporative communication point of view, by means of using the artistic language. The presence of art in a corporative environment seems to be a paradox since the arts belong to subjective fields that are open and unrestricted and the corporate structures belong to a rigid way of thinking. It was possible to observe in our exploratory research that corporations which are receptive to the artistic doing improve working environment in aspects such as communication and sociability. We also observed that the artistic doing is easily incorporated due to our cultural miscegenation, which makes us a fast moving society. However, it was impossible to measure its reach, since art overruns any attempt of a rational approach to its results and because the reach of art is vast, once it is polissemic