O Trein@ BNDES on-line como recurso comunicacional: um estudo das representa????es sociais na comunica????o organizacional

Detalhes bibliográficos
Ano de defesa: 2016
Autor(a) principal: Costa, Alcidina Magalh??es da Cunha lattes
Orientador(a): Silva, Lu??za M??nica Assis da lattes
Banca de defesa: Não Informado pela instituição
Tipo de documento: Dissertação
Tipo de acesso: Acesso aberto
Idioma: por
Instituição de defesa: Universidade Cat??lica de Bras??lia
Programa de Pós-Graduação: Programa Strictu Sensu em Comunica????o
Departamento: Escola de Educa????o, Tecnologia e Comunica????o
País: Brasil
Palavras-chave em Português:
Área do conhecimento CNPq:
Resumo em Inglês: The proposed research in this dissertation sought to answer the question: which social representations of BNDES are built and activated by employees of accredited financial institutions? The descriptive and exploratory nature of the research is guided by theoretical framework of organisational and integrated communication, social representations and semiotics of still images as a method of analysing representations. The sample of the research included 196 employees of accredited financial institutions redistributors of BNDES resources. Data were collected through evocation questionnaire with two questions of free association with inductor terms, BNDES and Trein@ BNDES online, and an open question regarding the importance of the chosen free evocation. The questionnaire was sent by e-mail between 8th and 25th January 2016 to 1,500 employees who attended Trein@ online between 2014 and 2015. The EVOC software was used for analysing freely evoked words, and Bardin content analysis to considering the core of BNDES representation, as well as the answers related to the importance of evoked words. From the results, it was found that "development" is central to the representation of BNDES; that the peripheral elements, fostering, incentive, national, opportunity and solid, contribute to the positive structure of the representation; and that attributes identified by both semiotic and content analyses are anchored to the institutional discourse. It follows that the representation of BNDES is aligned with its mission and organisational discourse and that Trein@ BNDES online acts as a communication resource to employees of accredited financial institutions in order that they may formulate representations regarding BNDES and the role it plays as long-term financing institution especially for micro, small and medium enterprises.
Link de acesso: https://bdtd.ucb.br:8443/jspui/handle/tede/2354
Resumo: The proposed research in this dissertation sought to answer the question: which social representations of BNDES are built and activated by employees of accredited financial institutions? The descriptive and exploratory nature of the research is guided by theoretical framework of organisational and integrated communication, social representations and semiotics of still images as a method of analysing representations. The sample of the research included 196 employees of accredited financial institutions redistributors of BNDES resources. Data were collected through evocation questionnaire with two questions of free association with inductor terms, BNDES and Trein@ BNDES online, and an open question regarding the importance of the chosen free evocation. The questionnaire was sent by e-mail between 8th and 25th January 2016 to 1,500 employees who attended Trein@ online between 2014 and 2015. The EVOC software was used for analysing freely evoked words, and Bardin content analysis to considering the core of BNDES representation, as well as the answers related to the importance of evoked words. From the results, it was found that "development" is central to the representation of BNDES; that the peripheral elements, fostering, incentive, national, opportunity and solid, contribute to the positive structure of the representation; and that attributes identified by both semiotic and content analyses are anchored to the institutional discourse. It follows that the representation of BNDES is aligned with its mission and organisational discourse and that Trein@ BNDES online acts as a communication resource to employees of accredited financial institutions in order that they may formulate representations regarding BNDES and the role it plays as long-term financing institution especially for micro, small and medium enterprises.
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spelling Silva, Lu??za M??nica Assis dahttp://lattes.cnpq.br/5767282428459292http://lattes.cnpq.br/0913951505445603Costa, Alcidina Magalh??es da Cunha2018-01-25T11:44:55Z2016-03-14COSTA, Alcidina Magalh??es da Cunha. O Trein@ BNDES on-line como recurso comunicacional: um estudo das representa????es sociais na comunica????o organizacional. 2016. 159 f. Disserta????o (Programa Stricto Sensu em Comunica????o) - Universidade Cat??lica de Bras??lia, Bras??lia, 2016.https://bdtd.ucb.br:8443/jspui/handle/tede/2354The proposed research in this dissertation sought to answer the question: which social representations of BNDES are built and activated by employees of accredited financial institutions? The descriptive and exploratory nature of the research is guided by theoretical framework of organisational and integrated communication, social representations and semiotics of still images as a method of analysing representations. The sample of the research included 196 employees of accredited financial institutions redistributors of BNDES resources. Data were collected through evocation questionnaire with two questions of free association with inductor terms, BNDES and Trein@ BNDES online, and an open question regarding the importance of the chosen free evocation. The questionnaire was sent by e-mail between 8th and 25th January 2016 to 1,500 employees who attended Trein@ online between 2014 and 2015. The EVOC software was used for analysing freely evoked words, and Bardin content analysis to considering the core of BNDES representation, as well as the answers related to the importance of evoked words. From the results, it was found that "development" is central to the representation of BNDES; that the peripheral elements, fostering, incentive, national, opportunity and solid, contribute to the positive structure of the representation; and that attributes identified by both semiotic and content analyses are anchored to the institutional discourse. It follows that the representation of BNDES is aligned with its mission and organisational discourse and that Trein@ BNDES online acts as a communication resource to employees of accredited financial institutions in order that they may formulate representations regarding BNDES and the role it plays as long-term financing institution especially for micro, small and medium enterprises.A pesquisa proposta nesta disserta????o procurou responder ?? pergunta: quais representa????es sociais do BNDES s??o constru??das e ativadas pelos funcion??rios de institui????es financeiras credenciadas? De natureza descritivo-explorat??ria, a pesquisa ?? pautada por aportes te??ricos da comunica????o organizacional e integrada, representa????es sociais e semi??tica de imagens paradas como m??todo de an??lise das representa????es. Participaram 196 funcion??rios de institui????es financeiras credenciadas repassadoras de recursos do BNDES. Os dados foram coletados por meio de question??rio de evoca????o, com duas perguntas de livre associa????o aos termos indutores, BNDES e Trein@ BNDES on-line, e uma pergunta aberta referente ?? import??ncia da livre evoca????o, enviado por correio eletr??nico, entre 8 e 25 de janeiro de 2016, a 1.500 funcion??rios que cursaram o Trein@ on-line entre 2014 e 2015. Utilizou-se o programa EVOC para an??lise das palavras livremente evocadas e an??lise de conte??do de Bardin para an??lise do n??cleo central da representa????o do BNDES e das respostas acerca da import??ncia das palavras evocadas. A partir dos resultados obtidos, constatou-se que ???desenvolvimento??? ?? elemento central da representa????o do BNDES; que elementos perif??ricos, fomento, incentivo, nacional, oportunidade e s??lido, contribuem para a estrutura positiva da representa????o; e que atributos identificados pela an??lise semi??tica e pela an??lise de conte??do est??o ancorados ao discurso institucional. Concluiu-se que a representa????o do BNDES est?? alinhada ?? miss??o e ao discurso do Banco e que o Trein@ BNDES on-line atua como recurso comunicacional para que funcion??rios de institui????es financeiras credenciadas construam representa????es referentes ao BBNDES e ao papel que exerce como financiador de longo prazo, especialmente para micro, pequena e m??dia empresas.Submitted by Sara Ribeiro (sara.ribeiro@ucb.br) on 2018-01-25T11:44:46Z No. of bitstreams: 1 AlcidinaMagalhaesdaCunhaCostaDissertacao2016.pdf: 11181313 bytes, checksum: 7ec2bb4c601cb6a0437039e7d555db12 (MD5)Approved for entry into archive by Sara Ribeiro (sara.ribeiro@ucb.br) on 2018-01-25T11:44:55Z (GMT) No. of bitstreams: 1 AlcidinaMagalhaesdaCunhaCostaDissertacao2016.pdf: 11181313 bytes, checksum: 7ec2bb4c601cb6a0437039e7d555db12 (MD5)Made available in DSpace on 2018-01-25T11:44:55Z (GMT). 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dc.title.por.fl_str_mv O Trein@ BNDES on-line como recurso comunicacional: um estudo das representa????es sociais na comunica????o organizacional
title O Trein@ BNDES on-line como recurso comunicacional: um estudo das representa????es sociais na comunica????o organizacional
spellingShingle O Trein@ BNDES on-line como recurso comunicacional: um estudo das representa????es sociais na comunica????o organizacional
Costa, Alcidina Magalh??es da Cunha
Comunica????o organizacional
Representa????es sociais
COMUNICACAO
title_short O Trein@ BNDES on-line como recurso comunicacional: um estudo das representa????es sociais na comunica????o organizacional
title_full O Trein@ BNDES on-line como recurso comunicacional: um estudo das representa????es sociais na comunica????o organizacional
title_fullStr O Trein@ BNDES on-line como recurso comunicacional: um estudo das representa????es sociais na comunica????o organizacional
title_full_unstemmed O Trein@ BNDES on-line como recurso comunicacional: um estudo das representa????es sociais na comunica????o organizacional
title_sort O Trein@ BNDES on-line como recurso comunicacional: um estudo das representa????es sociais na comunica????o organizacional
author Costa, Alcidina Magalh??es da Cunha
author_facet Costa, Alcidina Magalh??es da Cunha
author_role author
dc.contributor.advisor1.fl_str_mv Silva, Lu??za M??nica Assis da
dc.contributor.advisor1Lattes.fl_str_mv http://lattes.cnpq.br/5767282428459292
dc.contributor.authorLattes.fl_str_mv http://lattes.cnpq.br/0913951505445603
dc.contributor.author.fl_str_mv Costa, Alcidina Magalh??es da Cunha
contributor_str_mv Silva, Lu??za M??nica Assis da
dc.subject.por.fl_str_mv Comunica????o organizacional
Representa????es sociais
topic Comunica????o organizacional
Representa????es sociais
COMUNICACAO
dc.subject.cnpq.fl_str_mv COMUNICACAO
dc.description.abstract.eng.fl_txt_mv The proposed research in this dissertation sought to answer the question: which social representations of BNDES are built and activated by employees of accredited financial institutions? The descriptive and exploratory nature of the research is guided by theoretical framework of organisational and integrated communication, social representations and semiotics of still images as a method of analysing representations. The sample of the research included 196 employees of accredited financial institutions redistributors of BNDES resources. Data were collected through evocation questionnaire with two questions of free association with inductor terms, BNDES and Trein@ BNDES online, and an open question regarding the importance of the chosen free evocation. The questionnaire was sent by e-mail between 8th and 25th January 2016 to 1,500 employees who attended Trein@ online between 2014 and 2015. The EVOC software was used for analysing freely evoked words, and Bardin content analysis to considering the core of BNDES representation, as well as the answers related to the importance of evoked words. From the results, it was found that "development" is central to the representation of BNDES; that the peripheral elements, fostering, incentive, national, opportunity and solid, contribute to the positive structure of the representation; and that attributes identified by both semiotic and content analyses are anchored to the institutional discourse. It follows that the representation of BNDES is aligned with its mission and organisational discourse and that Trein@ BNDES online acts as a communication resource to employees of accredited financial institutions in order that they may formulate representations regarding BNDES and the role it plays as long-term financing institution especially for micro, small and medium enterprises.
dc.description.abstract.por.fl_txt_mv A pesquisa proposta nesta disserta????o procurou responder ?? pergunta: quais representa????es sociais do BNDES s??o constru??das e ativadas pelos funcion??rios de institui????es financeiras credenciadas? De natureza descritivo-explorat??ria, a pesquisa ?? pautada por aportes te??ricos da comunica????o organizacional e integrada, representa????es sociais e semi??tica de imagens paradas como m??todo de an??lise das representa????es. Participaram 196 funcion??rios de institui????es financeiras credenciadas repassadoras de recursos do BNDES. Os dados foram coletados por meio de question??rio de evoca????o, com duas perguntas de livre associa????o aos termos indutores, BNDES e Trein@ BNDES on-line, e uma pergunta aberta referente ?? import??ncia da livre evoca????o, enviado por correio eletr??nico, entre 8 e 25 de janeiro de 2016, a 1.500 funcion??rios que cursaram o Trein@ on-line entre 2014 e 2015. Utilizou-se o programa EVOC para an??lise das palavras livremente evocadas e an??lise de conte??do de Bardin para an??lise do n??cleo central da representa????o do BNDES e das respostas acerca da import??ncia das palavras evocadas. A partir dos resultados obtidos, constatou-se que ???desenvolvimento??? ?? elemento central da representa????o do BNDES; que elementos perif??ricos, fomento, incentivo, nacional, oportunidade e s??lido, contribuem para a estrutura positiva da representa????o; e que atributos identificados pela an??lise semi??tica e pela an??lise de conte??do est??o ancorados ao discurso institucional. Concluiu-se que a representa????o do BNDES est?? alinhada ?? miss??o e ao discurso do Banco e que o Trein@ BNDES on-line atua como recurso comunicacional para que funcion??rios de institui????es financeiras credenciadas construam representa????es referentes ao BBNDES e ao papel que exerce como financiador de longo prazo, especialmente para micro, pequena e m??dia empresas.
description The proposed research in this dissertation sought to answer the question: which social representations of BNDES are built and activated by employees of accredited financial institutions? The descriptive and exploratory nature of the research is guided by theoretical framework of organisational and integrated communication, social representations and semiotics of still images as a method of analysing representations. The sample of the research included 196 employees of accredited financial institutions redistributors of BNDES resources. Data were collected through evocation questionnaire with two questions of free association with inductor terms, BNDES and Trein@ BNDES online, and an open question regarding the importance of the chosen free evocation. The questionnaire was sent by e-mail between 8th and 25th January 2016 to 1,500 employees who attended Trein@ online between 2014 and 2015. The EVOC software was used for analysing freely evoked words, and Bardin content analysis to considering the core of BNDES representation, as well as the answers related to the importance of evoked words. From the results, it was found that "development" is central to the representation of BNDES; that the peripheral elements, fostering, incentive, national, opportunity and solid, contribute to the positive structure of the representation; and that attributes identified by both semiotic and content analyses are anchored to the institutional discourse. It follows that the representation of BNDES is aligned with its mission and organisational discourse and that Trein@ BNDES online acts as a communication resource to employees of accredited financial institutions in order that they may formulate representations regarding BNDES and the role it plays as long-term financing institution especially for micro, small and medium enterprises.
publishDate 2016
dc.date.issued.fl_str_mv 2016-03-14
dc.date.accessioned.fl_str_mv 2018-01-25T11:44:55Z
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dc.identifier.citation.fl_str_mv COSTA, Alcidina Magalh??es da Cunha. O Trein@ BNDES on-line como recurso comunicacional: um estudo das representa????es sociais na comunica????o organizacional. 2016. 159 f. Disserta????o (Programa Stricto Sensu em Comunica????o) - Universidade Cat??lica de Bras??lia, Bras??lia, 2016.
dc.identifier.uri.fl_str_mv https://bdtd.ucb.br:8443/jspui/handle/tede/2354
identifier_str_mv COSTA, Alcidina Magalh??es da Cunha. O Trein@ BNDES on-line como recurso comunicacional: um estudo das representa????es sociais na comunica????o organizacional. 2016. 159 f. Disserta????o (Programa Stricto Sensu em Comunica????o) - Universidade Cat??lica de Bras??lia, Bras??lia, 2016.
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dc.publisher.none.fl_str_mv Universidade Cat??lica de Bras??lia
dc.publisher.program.fl_str_mv Programa Strictu Sensu em Comunica????o
dc.publisher.initials.fl_str_mv UCB
dc.publisher.country.fl_str_mv Brasil
dc.publisher.department.fl_str_mv Escola de Educa????o, Tecnologia e Comunica????o
publisher.none.fl_str_mv Universidade Cat??lica de Bras??lia
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MD5
MD5
repository.name.fl_str_mv Biblioteca Digital de Disserta????es da Universidade Cat??lica de Bras??lia - UCB
repository.mail.fl_str_mv sdi@ucb.br
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