A gestão estratégica da comunicação das obras salesianas do Brasil sob a ótica da organização em rede

• Ano de defesa: 2022
• Autor(a) principal: Silva, Guilherme Tell Barbosa
• Orientador(a): Victor Márcio Laus Reis Gomes
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Católica de Brasília
• Programa de Pós-Graduação: Programa Stricto Sensu em Comunicação
• Departamento: Escola de Educação, Tecnologia e Comunicação
• País: Brasil
• Palavras-chave em Português: Modelo de gestão; Modelo de rede; Gestão integrada da comunicação; Comunicação estratégica; Rede Salesiana
• Palavras-chave em Inglês: Management model; Network model; Integrated communication management; Strategic communication; Salesian Network
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://bdtd.ucb.br:8443/jspui/handle/tede/3026

This work addresses strategic communication linked to the context of networked organizations. There are two associated themes for understanding the communication management process in organizations. On the topic of organizational networks, it is possible to say, in summary, that it is an organization with an open structure, with a flexible hierarchy and unlimited expansion (Fernandes, 2004) that emerges, in an intentional way (Fialho, 2014), through the junction from other organizations that have a common purpose, but which are guaranteed independence (Ayres, 2001). Generally, the objective of the union of these organizations that form a network is the similarity or even the complementarity of resources and technologies (Zaleski Neto, 2000). It was noticed that in the sphere of network organizations there are characteristics that help the understanding of the Rede Salesiana Brasil, the organization that is the object of this study. In the line of strategic communication, it was observed that this is effective through intentionality and in a critical way (Hallahan, 2007), it is based on the pillars of relationship, reputation, relevance and recognition (Neto, 2015), it is divided into the spheres of communication internal, which helps to create a culture of valuing people and teamwork, and external, which promotes the innovation of services that respond to market expectations in an agile and dynamic way (Cardoso, 2006); and it exists to, among other things, build meanings, especially from the perspective of identity and image (Oliveira; Lima, 2012). In the context of strategic communication, traditional and contemporary elements were identified in this work that elucidate the organization's practices. From the point of view of methodological procedures, an extensive document analysis was carried out on the official documents that manage this network. In view of the analysis, it was possible to perceive that the aforementioned organization has a network formatting based on the sharing of resources and costs, but the relationship between the members emerges spontaneously. In addition, it was also observed that part of the projects developed by the organization in the line of communication are not implemented by all units that make up the network. By, and with, these facts it was observed the direct interference in the strategic management of the communication that tends to be conceived of instrumental if we analyze the concept of strategy. Thus, new proposals for organizational formatting were indicated, preserving the network structure, so that this reformulation directly impacts the improvement of communication management and places it at a strategic level.