Pub Date : 2020-12-22DOI: 10.5783/rirp-20-2020-05-71-90
Francisco Leslie Lopez-del-Castillo-Wilderbeek
This research has carried out a systematized bibliographic review to analyze how the return on investment (ROI) in communication, and specifically in public relations, has been theoretically treated. The financial measurement of communication outcomes represents a topic of great interest for the academic community because organizations need to know the real results of their communication efforts. At the same time, economic measurement turns out to be a variable that can be understood by the management of the organizations and allows them to know where the money is being spent. However, despite more than forty years of theoretical work, a homogeneous nor globally accepted solution has not yet been achieved. The bibliographical study of the return on investment in communication, and especially in public relations, shows the difficulty of turning the success of the activity of public relations professionals into money. On the one hand, there is no doubt that the ROI is directly related to financial data; on the other hand, in communication it is usual to introduce non-economic values to evaluate the results achieved. The bibliographical results indicate in the first instance that, on a quantitative level, the economic aspect is predominant in the calculation of the ROI (96.3%). In this context measurement by equivalence in advertising (AVE) is an economic model as used by professionals as it is rejected by researchers. It is based on comparing the cost of a presence in the media with the equivalent cost if it were advertising. Nevertheless, this model is criticized for the differences between advertising (a completely controlled message) and publicity (a message that is altered by the media). However, taking the previous works about the subject, it can be said that the evaluation of public relations actions can be dealt with from the perspective of opportunity cost: the loss of other alternatives when one alternative is chosen. In this way, the evaluation of the cost of a traditional advertising action can be compared with the cost of other options available to public relations professionals. For example, native advertising is a resource of public relations teams whose cost can easily be compared to traditional advertising. Native advertising is a paid promotion that matches the audience's consumption and contains information of interest to the advertiser. Hence opinions that reject the advertising equivalence measurement (AVE) are not justified when the product generated by public relations has the characteristics of native advertising because in both cases (advertising vs. native advertising) the professional can exactly compare the investment made with one instead of the other.
{"title":"El retorno de la inversión en las relaciones públicas, una revisión bibliográfica","authors":"Francisco Leslie Lopez-del-Castillo-Wilderbeek","doi":"10.5783/rirp-20-2020-05-71-90","DOIUrl":"https://doi.org/10.5783/rirp-20-2020-05-71-90","url":null,"abstract":"This research has carried out a systematized bibliographic review to analyze how the return on investment (ROI) in communication, and specifically in public relations, has been theoretically treated.\u0000The financial measurement of communication outcomes represents a topic of great interest for the academic community because organizations need to know the real results of their communication efforts. At the same time, economic measurement turns out to be a variable that can be understood by the management of the organizations and allows them to know where the money is being spent.\u0000However, despite more than forty years of theoretical work, a homogeneous nor globally accepted solution has not yet been achieved. \u0000The bibliographical study of the return on investment in communication, and especially in public relations, shows the difficulty of turning the success of the activity of public relations professionals into money. On the one hand, there is no doubt that the ROI is directly related to financial data; on the other hand, in communication it is usual to introduce non-economic values to evaluate the results achieved. The bibliographical results indicate in the first instance that, on a quantitative level, the economic aspect is predominant in the calculation of the ROI (96.3%).\u0000In this context measurement by equivalence in advertising (AVE) is an economic model as used by professionals as it is rejected by researchers. It is based on comparing the cost of a presence in the media with the equivalent cost if it were advertising. Nevertheless, this model is criticized for the differences between advertising (a completely controlled message) and publicity (a message that is altered by the media).\u0000However, taking the previous works about the subject, it can be said that the evaluation of public relations actions can be dealt with from the perspective of opportunity cost: the loss of other alternatives when one alternative is chosen. \u0000In this way, the evaluation of the cost of a traditional advertising action can be compared with the cost of other options available to public relations professionals. For example, native advertising is a resource of public relations teams whose cost can easily be compared to traditional advertising. Native advertising is a paid promotion that matches the audience's consumption and contains information of interest to the advertiser.\u0000Hence opinions that reject the advertising equivalence measurement (AVE) are not justified when the product generated by public relations has the characteristics of native advertising because in both cases (advertising vs. native advertising) the professional can exactly compare the investment made with one instead of the other.","PeriodicalId":436239,"journal":{"name":"Las Relaciones Públicas en el nuevo milenio: retos y oportunidades","volume":"24 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130687798","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-22DOI: 10.5783/rirp-20-2020-06-91-110
Paulo Ribeiro Cardoso, Tiago De Oliveira
The increase in the use of the internet and its tools contributed to the development of communication in organizations, leading Public Relations companies in general, and those dedicated to press relations in particular, to follow this process. The present work addresses this theme focusing its attention on the impact that the internet and digital communication had on Public Relation companies. In particular, this study aims to: understand the impact of the evolution of the internet on the work and functioning of press relations companies; understand how press relations companies are adapting to the changes caused by the internet; understand how these changes have consequences on the type of professional profile sought by press relations companies. A qualitative approach was used, with the administration of a questionnaire with open questions. The sample as composed of three profiles of professionals involved in this phenomenon: professionals from press relations agencies, professionals from companies that are clients of those agencies and a third group formed by specialists in the area of communication. Thus, it was intended to obtain a complementary and comprehensive perspective of this phenomenon. The questionnaire was sent by e-mail making it possible to interview individuals who were in different regions without involving the movement of researchers. As main conclusions it was verified that a considerable part of the participants considered that the development of the online communication brought about a change of old paradigms in which old tools are gradually being abandoned, giving way to new ways of doing. In general, there is an increase in the use of digital channels, implying the adoption of new tools and knowledge. This market reality confirms the perspective found in the literature, in which it is argued that the growth of online communication has led to an evolution in the Public Relations sector, leading professionals to adapt to this new reality by incorporating digital into their practices. The digital age has made possible new forms of segmentation and communication through interaction on social networks, allowing to communicate with audiences in a more targeted and fast way. This evolution fits into the concept of PR 2.0 present in the literature showing a new way of applying PR to communication between companies and audiences. In contrast to the one-way transmission of information that was typical of the mass media, social networks allow two-way and interactive communication. The communication advisory companies must then adapt the communication to the new digital channels, gradually completing a migration to online. As a reaction to these changes, professionals are aware of the need to adapt to the new reality. In this context, most respondents recognized, in many cases, effective implementation of digital communication. This data is in line with other studies carried out with PR professionals who believe that technological i
{"title":"As empresas de assessoria de imprensa e os desafios da era digital","authors":"Paulo Ribeiro Cardoso, Tiago De Oliveira","doi":"10.5783/rirp-20-2020-06-91-110","DOIUrl":"https://doi.org/10.5783/rirp-20-2020-06-91-110","url":null,"abstract":"The increase in the use of the internet and its tools contributed to the development of communication in organizations, leading Public Relations companies in general, and those dedicated to press relations in particular, to follow this process. The present work addresses this theme focusing its attention on the impact that the internet and digital communication had on Public Relation companies. In particular, this study aims to: understand the impact of the evolution of the internet on the work and functioning of press relations companies; understand how press relations companies are adapting to the changes caused by the internet; understand how these changes have consequences on the type of professional profile sought by press relations companies.\u0000A qualitative approach was used, with the administration of a questionnaire with open questions. The sample as composed of three profiles of professionals involved in this phenomenon: professionals from press relations agencies, professionals from companies that are clients of those agencies and a third group formed by specialists in the area of communication. Thus, it was intended to obtain a complementary and comprehensive perspective of this phenomenon.\u0000The questionnaire was sent by e-mail making it possible to interview individuals who were in different regions without involving the movement of researchers.\u0000As main conclusions it was verified that a considerable part of the participants considered that the development of the online communication brought about a change of old paradigms in which old tools are gradually being abandoned, giving way to new ways of doing. In general, there is an increase in the use of digital channels, implying the adoption of new tools and knowledge. This market reality confirms the perspective found in the literature, in which it is argued that the growth of online communication has led to an evolution in the Public Relations sector, leading professionals to adapt to this new reality by incorporating digital into their practices.\u0000The digital age has made possible new forms of segmentation and communication through interaction on social networks, allowing to communicate with audiences in a more targeted and fast way. This evolution fits into the concept of PR 2.0 present in the literature showing a new way of applying PR to communication between companies and audiences. In contrast to the one-way transmission of information that was typical of the mass media, social networks allow two-way and interactive communication. The communication advisory companies must then adapt the communication to the new digital channels, gradually completing a migration to online.\u0000As a reaction to these changes, professionals are aware of the need to adapt to the new reality. In this context, most respondents recognized, in many cases, effective implementation of digital communication. This data is in line with other studies carried out with PR professionals who believe that technological i","PeriodicalId":436239,"journal":{"name":"Las Relaciones Públicas en el nuevo milenio: retos y oportunidades","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125787814","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-22DOI: 10.5783/rirp-20-2020-03-27-46
I. Puentes-Rivera, S. Hernández-Martínez, Joan Cuenca-Fontbona
Associationism, a habitual professional and academic practice in all fields, present in Spain various peculiarities in the case of Public Relations, suffering from a lack of recognition and identification as an independent discipline since its inception. In the professional field, this leads to the appearance of multiple associations that, with different names and many times obviating the words Public Relations, bring together professionals in the sector, but in the field of university research and teaching there is no such associative tradition. In order to fill this gap, AIRP, the Association of Researchers in Public Relations of Spain, was founded in 2004. 16 years after its creation, this article analyzes the meaning and usefulness of said association, both at the beginning and at present, and takes stock of the evolution of Public Relations in Spain throughout this decade and a half, in the professional field and, above all, the academic one. A methodology based on a semi-structured interview with three of the four AIRP founding professors and a content analysis of various documents, such as the census and the entity's web portal, is proposed for this. Among the results obtained, the academic impulse that the networking and associative work of the majority of Spanish researchers in the field has entailed for Public Relations, who before the existence of AIRP worked independently; a boost that translates into greater scientific recognition of the profession and a notable improvement in the indicators of scientific production associated with it, with the consequent greater presence of the discipline in the study plans and the promotion of specialized teachers. Therefore, the importance of associationism is also corroborated in the academic, non-professional sphere, especially in the case of disciplines, such as Public Relations in Spain, which needed an important work of dignity. A process to which the high level of Spanish PR researchers undoubtedly contributes, which has allowed many of them access to full professor and even professorial positions, something unthinkable a few years ago. In relation to the eternal debate on the correct translation into Spanish of the term Public Relations, the researchers are committed to maintaining the name Relaciones Públicas which, although in the professional field is elusive, in the academic field it remains, even in the name of the Degree study. Finally, in relation to the history and evolution of AIRP, the entity has notably increased the number of partners since its foundation, counting on a presence in the majority of universities that offer Advertising and Public Relations studies. This expansion, which will continue to be promoted, must be compatible, however, with its vocation as a specialized entity, absolutely focused on the study of Public Relations. The entity's most immediate challenge is the preparation of the White Paper on the Scope of Public Relations, a guide for the preparation of stud
{"title":"Relaciones Públicas y asociacionismo académico en España: AIRP, la Asociación de Investigadores en Relaciones Públicas","authors":"I. Puentes-Rivera, S. Hernández-Martínez, Joan Cuenca-Fontbona","doi":"10.5783/rirp-20-2020-03-27-46","DOIUrl":"https://doi.org/10.5783/rirp-20-2020-03-27-46","url":null,"abstract":"Associationism, a habitual professional and academic practice in all fields, present in Spain various peculiarities in the case of Public Relations, suffering from a lack of recognition and identification as an independent discipline since its inception. In the professional field, this leads to the appearance of multiple associations that, with different names and many times obviating the words Public Relations, bring together professionals in the sector, but in the field of university research and teaching there is no such associative tradition. In order to fill this gap, AIRP, the Association of Researchers in Public Relations of Spain, was founded in 2004.\u000016 years after its creation, this article analyzes the meaning and usefulness of said association, both at the beginning and at present, and takes stock of the evolution of Public Relations in Spain throughout this decade and a half, in the professional field and, above all, the academic one. A methodology based on a semi-structured interview with three of the four AIRP founding professors and a content analysis of various documents, such as the census and the entity's web portal, is proposed for this.\u0000Among the results obtained, the academic impulse that the networking and associative work of the majority of Spanish researchers in the field has entailed for Public Relations, who before the existence of AIRP worked independently; a boost that translates into greater scientific recognition of the profession and a notable improvement in the indicators of scientific production associated with it, with the consequent greater presence of the discipline in the study plans and the promotion of specialized teachers. Therefore, the importance of associationism is also corroborated in the academic, non-professional sphere, especially in the case of disciplines, such as Public Relations in Spain, which needed an important work of dignity. A process to which the high level of Spanish PR researchers undoubtedly contributes, which has allowed many of them access to full professor and even professorial positions, something unthinkable a few years ago.\u0000In relation to the eternal debate on the correct translation into Spanish of the term Public Relations, the researchers are committed to maintaining the name Relaciones Públicas which, although in the professional field is elusive, in the academic field it remains, even in the name of the Degree study.\u0000Finally, in relation to the history and evolution of AIRP, the entity has notably increased the number of partners since its foundation, counting on a presence in the majority of universities that offer Advertising and Public Relations studies. This expansion, which will continue to be promoted, must be compatible, however, with its vocation as a specialized entity, absolutely focused on the study of Public Relations. The entity's most immediate challenge is the preparation of the White Paper on the Scope of Public Relations, a guide for the preparation of stud","PeriodicalId":436239,"journal":{"name":"Las Relaciones Públicas en el nuevo milenio: retos y oportunidades","volume":"31 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124008175","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-22DOI: 10.5783/rirp-20-2020-13-247-250
Andrea Castro-Martínez
Committed employees, effective companies (Berceruelo & Estudio de Comunicación, 2020) is not only an enjoyable and interesting volume, but also a very useful tool for professionals in the field of communication, human resources, business management or public relations, as well as for researchers and academics. This is due to the fact that it tackles internal communication from a strategic perspective to make the organizational culture and values of an entity evolve, with the aim of reflecting internal audiences and promoting their sense of belonging by constituting the link between all of them at an individual level
忠诚的员工，有效的公司(Berceruelo & Estudio de Comunicación, 2020)不仅是一本令人愉快和有趣的书，而且对于通信，人力资源，商业管理或公共关系领域的专业人士以及研究人员和学者来说也是非常有用的工具。这是因为它从战略的角度来处理内部沟通，使一个实体的组织文化和价值观不断发展，目的是通过在个人层面上构成所有人之间的联系来反映内部受众并促进他们的归属感
{"title":"Book review: Committed employees, effective companies","authors":"Andrea Castro-Martínez","doi":"10.5783/rirp-20-2020-13-247-250","DOIUrl":"https://doi.org/10.5783/rirp-20-2020-13-247-250","url":null,"abstract":"Committed employees, effective companies (Berceruelo & Estudio de Comunicación, 2020) is not only an enjoyable and interesting volume, but also a very useful tool for professionals in the field of communication, human resources, business management or public relations, as well as for researchers and academics. This is due to the fact that it tackles internal communication from a strategic perspective to make the organizational culture and values of an entity evolve, with the aim of reflecting internal audiences and promoting their sense of belonging by constituting the link between all of them at an individual level","PeriodicalId":436239,"journal":{"name":"Las Relaciones Públicas en el nuevo milenio: retos y oportunidades","volume":"117 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122264278","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-22DOI: 10.5783/rirp-20-2020-12-223-246
Marcelo Pereira da Silva, Tamara de Souza Brandao Guaraldo, Maria Eugênia Porém, Celia Retz Godoy dos Santos
Public relations is a complex activity regarding its role in organizations and the diffuse theoretical framework that makes it difficult to build a conceptual network to justify its existence and relevance nowadays. In the organizational environment, alongside public relations, the communication system and dissemination of information are equally fundamental for the internal administrative roles and the relationship with the external environments and the different strategic audiences. In that organizational context, information management is inherently related to organizational communication and improved informational offer for developing people in the organizational context. Public relations, organizational communication, and information are interwoven with most organizations' reality as they are linked to the organizational and productive processes, and their roles and activities influence relationships and interfere in planning, results, and institutional objectives. Organizations include different types of people who work and use communication and information to make sense of daily work. In that respect, public relations act as facilitators between organizations and different audiences. Therefore, the relationship between these three concepts – public relations, organizational communication, and information – refers to organizations' world and how they deal with the exchange and sharing of meanings that influence the social, cultural, and economic environment. This study was motivated by the need to understand how theoretical frameworks and affinities are built between organizational communication, public relations, and information in scientific journals in Latin America. It aims to investigate the key elements that emerge from the intersection between public relations, organizational communication, and information in organizations. Besides, it analyzes the interrelationships of public relations, organizational communication, and information in Latin American journals. This study is exploratory and qualitative, and its methodology is a systematic review, which identified 14 articles. Of those, half prioritize the concept of organizational communication in its control and informational dimensions related to management, procedures, flows, and information processing. The concept of integrated communication emerges in four articles through a systemic view. Public relations are conceptualized in a polysemic way in six articles and are linked to both information sources and organizations' relationship with their different audiences. Information comprehensively appears as both a process and knowledge associated with systems, techniques, and technologies. The articles prioritize a functionalist notion of organizational communication as an articulating axis between the three concepts and is linked to management, which mixes information, communication, and public relations to promote access to information and dialogue. Regarding the concepts' interrela
{"title":"Relações públicas, comunicação organizacional e questões informacionais: análise de suas inter-relações em periódicos latino-americanos","authors":"Marcelo Pereira da Silva, Tamara de Souza Brandao Guaraldo, Maria Eugênia Porém, Celia Retz Godoy dos Santos","doi":"10.5783/rirp-20-2020-12-223-246","DOIUrl":"https://doi.org/10.5783/rirp-20-2020-12-223-246","url":null,"abstract":"Public relations is a complex activity regarding its role in organizations and the diffuse theoretical framework that makes it difficult to build a conceptual network to justify its existence and relevance nowadays. In the organizational environment, alongside public relations, the communication system and dissemination of information are equally fundamental for the internal administrative roles and the relationship with the external environments and the different strategic audiences. In that organizational context, information management is inherently related to organizational communication and improved informational offer for developing people in the organizational context. Public relations, organizational communication, and information are interwoven with most organizations' reality as they are linked to the organizational and productive processes, and their roles and activities influence relationships and interfere in planning, results, and institutional objectives. Organizations include different types of people who work and use communication and information to make sense of daily work. In that respect, public relations act as facilitators between organizations and different audiences. Therefore, the relationship between these three concepts – public relations, organizational communication, and information – refers to organizations' world and how they deal with the exchange and sharing of meanings that influence the social, cultural, and economic environment. This study was motivated by the need to understand how theoretical frameworks and affinities are built between organizational communication, public relations, and information in scientific journals in Latin America. It aims to investigate the key elements that emerge from the intersection between public relations, organizational communication, and information in organizations. Besides, it analyzes the interrelationships of public relations, organizational communication, and information in Latin American journals. This study is exploratory and qualitative, and its methodology is a systematic review, which identified 14 articles. Of those, half prioritize the concept of organizational communication in its control and informational dimensions related to management, procedures, flows, and information processing. The concept of integrated communication emerges in four articles through a systemic view. Public relations are conceptualized in a polysemic way in six articles and are linked to both information sources and organizations' relationship with their different audiences. Information comprehensively appears as both a process and knowledge associated with systems, techniques, and technologies. The articles prioritize a functionalist notion of organizational communication as an articulating axis between the three concepts and is linked to management, which mixes information, communication, and public relations to promote access to information and dialogue. Regarding the concepts' interrela","PeriodicalId":436239,"journal":{"name":"Las Relaciones Públicas en el nuevo milenio: retos y oportunidades","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128488018","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-22DOI: 10.5783/rirp-20-2020-07-111-134
Noemi Morejon-Llamas
In an environment characterized by infoxication, the speed and immediacy of information circulation, the emotionality of the messages, the virality, the horizontality in the content production, and the lack of trust in institutions and media, we consider vital the role that institutions play through their institutional advertising to deal with misinformation. For this reason, our research aims to establish whether there is coherence between the institutional visual campaigns, about fake news during Covid-19 and the recommendations of national and international bodies, such as the European Commission, UNESCO and the WHO. Based on the importance that these organizations give to the contextualization and consequences of the problem, we analyzed a representative sample of 20 visual resources through content analysis and discursive analysis to assess whether the approach of these campaigns is appropiate. We also studied the virality of the information through an analysis of the content diffusion on Twitter. Our results indicated an insufficient number of posters and decalogues, along with their limitation in dealing with disinformation. First of all, we observed a lack of coordination in the framing of the problem, because despite the detection mechanisms (contrast, source analysis, medium) are specified, and the non-viralization / dissemination is urged, intentionality and repercussion are directly and indirectly ignored. A 60% of the analysed decalogues did not mention the consequences of disinformation, neither in the short nor in the long term. A 20% explains the economic or political benefit that could be obtained from the dissemination of a deception and 15% explains the possible damage to health or reputation. Only a 5% mention the polarisation of public opinion. The secondary effects of fake news that institutional advertising exposed were: the damage to the digital identity, discrimination against individuals, the advantage of unethical businesses, the reduction in media confidence, the decrease in critical thinking, and the undermining of the confidence of institutions that do not even appear in the decalogues. Secondly, we appreciated a restriction of the campaigns to the child and adolescent public, as well as to adults in the role of parents. Dissemination is also a pending task for the institutions, since none of the initiatives were successful and went viral on Twitter, even less so in the case of the campaigns that we consider more complete in their approach. The conclusions of this work invite to revisit the institutional communication and advertising as tools for media and digital literacy through coordination with the media, journalists, educators, politicians and experts in the field. Order PCM / 1030/2020, of October 30, which publishes the procedure for action against disinformation opens a new path to study information disorders in Spain. From this point, the objective should be to analyse it from a structural prism which empowe
{"title":"Desinformación y alfabetización mediática desde las instituciones: los decálogos contra las fake news","authors":"Noemi Morejon-Llamas","doi":"10.5783/rirp-20-2020-07-111-134","DOIUrl":"https://doi.org/10.5783/rirp-20-2020-07-111-134","url":null,"abstract":"In an environment characterized by infoxication, the speed and immediacy of information circulation, the emotionality of the messages, the virality, the horizontality in the content production, and the lack of trust in institutions and media, we consider vital the role that institutions play through their institutional advertising to deal with misinformation. For this reason, our research aims to establish whether there is coherence between the institutional visual campaigns, about fake news during Covid-19 and the recommendations of national and international bodies, such as the European Commission, UNESCO and the WHO. Based on the importance that these organizations give to the contextualization and consequences of the problem, we analyzed a representative sample of 20 visual resources through content analysis and discursive analysis to assess whether the approach of these campaigns is appropiate. We also studied the virality of the information through an analysis of the content diffusion on Twitter. Our results indicated an insufficient number of posters and decalogues, along with their limitation in dealing with disinformation. First of all, we observed a lack of coordination in the framing of the problem, because despite the detection mechanisms (contrast, source analysis, medium) are specified, and the non-viralization / dissemination is urged, intentionality and repercussion are directly and indirectly ignored. A 60% of the analysed decalogues did not mention the consequences of disinformation, neither in the short nor in the long term. A 20% explains the economic or political benefit that could be obtained from the dissemination of a deception and 15% explains the possible damage to health or reputation. Only a 5% mention the polarisation of public opinion. The secondary effects of fake news that institutional advertising exposed were: the damage to the digital identity, discrimination against individuals, the advantage of unethical businesses, the reduction in media confidence, the decrease in critical thinking, and the undermining of the confidence of institutions that do not even appear in the decalogues. Secondly, we appreciated a restriction of the campaigns to the child and adolescent public, as well as to adults in the role of parents. Dissemination is also a pending task for the institutions, since none of the initiatives were successful and went viral on Twitter, even less so in the case of the campaigns that we consider more complete in their approach. The conclusions of this work invite to revisit the institutional communication and advertising as tools for media and digital literacy through coordination with the media, journalists, educators, politicians and experts in the field. Order PCM / 1030/2020, of October 30, which publishes the procedure for action against disinformation opens a new path to study information disorders in Spain. From this point, the objective should be to analyse it from a structural prism which empowe","PeriodicalId":436239,"journal":{"name":"Las Relaciones Públicas en el nuevo milenio: retos y oportunidades","volume":"5 6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117009206","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-22DOI: 10.5783/rirp-20-2020-01-01-04
Presentation by Ana Almansa-Martinez and Isabel Ruiz-Mora
Ana Almansa-Martinez和Isabel Ruiz-Mora的介绍
{"title":"Presentación: Las Relaciones Públicas en el nuevo milenio: retos y oportunidades","authors":"","doi":"10.5783/rirp-20-2020-01-01-04","DOIUrl":"https://doi.org/10.5783/rirp-20-2020-01-01-04","url":null,"abstract":"Presentation by Ana Almansa-Martinez and Isabel Ruiz-Mora","PeriodicalId":436239,"journal":{"name":"Las Relaciones Públicas en el nuevo milenio: retos y oportunidades","volume":"51 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123322289","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-22DOI: 10.5783/rirp-20-2020-10-179-200
Eduardo Tramontin Castanha, I. Beuren, V. Gasparetto
The involvement of employees with their activities in the work environment can instigate higher levels of commitment to the organization in which they work. Employee commitment can be instigated by adequate levels of internal communication (Walden et al., 2017). In view of the growing concern with the commitment and engagement of employees, managers responsible for internal communication need to know the communication processes so that they can develop strategies that contribute to the construction of engagement (Welch, 2012). The engagement of individuals at work is frequently addressed in the literature as to its effects, but its background is little explored, especially in specific fields, such as in the public area. Thus, this study analyzes the influence of internal communication on task performance, mediated by the engagement of public servants. The study was carried out by means of a survey with 84 civil servants on active duty from a State Secretariat located in the Southern Region of Brazil. After data collection, analyzes were carried out using the Structural Equation Modeling technique, based on Partial Least Squares (PLS), which demonstrates the relationships between multiple variables and respective constructs. The estimation of structural equations was analyzed using SmartPLS 3. The results of the analyzes show a significant and positive effect of internal communication on engagement, which supports the confirmation of hypothesis H1, that there is a positive relationship between internal communication and engagement. This result is consistent with empirical studies that consider that internal communication inspires engagement (Karanges et al., 2015; Verčič & Vokić; 2017). According to Abdullah and Antony (2012), communication induces employees to realize its importance in the organization and to contribute to the organization's strategies and results, as long as they are aware of the strategies and expected results. There was also a positive association between engagement and task performance, which confirms the hypothesis H2, that there is a positive relationship between engagement and task performance. This result corroborates the findings of Shantz et al. (2013), who found a potential mediating role for employee engagement in the relationship between work design and performance, and that employee engagement positively influences task performance. A positive association was also found between internal communication and task performance, which confirms hypothesis H3. This result is in line with the findings of Tsai et al. (2009) and Abugre (2011), that internal communication can be a determinant of task performance. The literature recognizes the need for adequate levels of communication between management and its employees, in view of its positive effect on the performance of employees' activities (Tsai et al., 2009; Neves & Eisenberger, 2012; Rajhans, 2012). The structural model also confirms the partial mediating effect of the en
员工在工作环境中参与自己的活动可以激发他们对所在组织的更高层次的承诺。充分的内部沟通可以激发员工的承诺(Walden et al.， 2017)。鉴于越来越关注员工的承诺和敬业度，负责内部沟通的管理者需要了解沟通过程，以便他们能够制定有助于敬业度建设的策略(Welch, 2012)。在文献中，个人在工作中的参与经常被提及，但其背景却很少被探讨，特别是在特定领域，如公共领域。因此，本研究以公务员敬业度为中介，分析内部沟通对任务绩效的影响。这项研究是通过对位于巴西南部地区的一个国家秘书处的84名在职公务员进行调查来进行的。数据收集后，使用基于偏最小二乘(PLS)的结构方程建模技术进行分析，该技术展示了多个变量与各自结构之间的关系。利用SmartPLS 3分析了结构方程的估计。分析结果显示，内部沟通对敬业度有显著的正向影响，支持假设H1的证实，即内部沟通与敬业度之间存在正相关关系。这一结果与认为内部沟通激发敬业度的实证研究一致(Karanges et al.， 2015;ver伊茨&沃基茨;2017)。Abdullah and Antony(2012)认为，只要员工知道组织的战略和预期结果，沟通就会促使员工意识到自己在组织中的重要性，并为组织的战略和结果做出贡献。敬业度与任务绩效之间也存在正相关关系，这证实了假设H2，即敬业度与任务绩效之间存在正相关关系。这一结果证实了Shantz et al.(2013)的研究结果，他们发现员工敬业度在工作设计与绩效的关系中具有潜在的中介作用，员工敬业度对任务绩效具有积极影响。内部沟通与任务绩效之间也存在正相关关系，这证实了假设H3。这一结果与Tsai et al.(2009)和Abugre(2011)的发现一致，即内部沟通可以成为任务绩效的决定因素。文献认识到管理层与员工之间需要足够的沟通水平，鉴于其对员工活动绩效的积极影响(Tsai et al.， 2009;Neves & Eisenberger, 2012;Rajhans, 2012)。结构模型也证实了敬业度变量在内部沟通与任务绩效关系中的部分中介作用，支持H4。这些发现与文献的假设是一致的，文献认为内部沟通可以通过敬业度提高员工绩效，但是，当内部沟通执行不当时，它会导致员工脱离敬业度(MacLeod & Clarke, 2009)。这些结果通过揭示内部沟通和参与对公务员任务绩效的积极和显著影响，从而有助于文献，直到以分离的方式和通常在本研究的不同领域进行结构分析。他们还可以与负责组织内部沟通的人员一道，在制定促进公务员参与和高绩效工作的战略方面作出贡献。
{"title":"Influência da comunicação interna e do engajamento no desempenho de tarefas de servidores públicos","authors":"Eduardo Tramontin Castanha, I. Beuren, V. Gasparetto","doi":"10.5783/rirp-20-2020-10-179-200","DOIUrl":"https://doi.org/10.5783/rirp-20-2020-10-179-200","url":null,"abstract":"The involvement of employees with their activities in the work environment can instigate higher levels of commitment to the organization in which they work. Employee commitment can be instigated by adequate levels of internal communication (Walden et al., 2017). In view of the growing concern with the commitment and engagement of employees, managers responsible for internal communication need to know the communication processes so that they can develop strategies that contribute to the construction of engagement (Welch, 2012).\u0000The engagement of individuals at work is frequently addressed in the literature as to its effects, but its background is little explored, especially in specific fields, such as in the public area. Thus, this study analyzes the influence of internal communication on task performance, mediated by the engagement of public servants. The study was carried out by means of a survey with 84 civil servants on active duty from a State Secretariat located in the Southern Region of Brazil. After data collection, analyzes were carried out using the Structural Equation Modeling technique, based on Partial Least Squares (PLS), which demonstrates the relationships between multiple variables and respective constructs. The estimation of structural equations was analyzed using SmartPLS 3.\u0000The results of the analyzes show a significant and positive effect of internal communication on engagement, which supports the confirmation of hypothesis H1, that there is a positive relationship between internal communication and engagement. This result is consistent with empirical studies that consider that internal communication inspires engagement (Karanges et al., 2015; Verčič & Vokić; 2017). According to Abdullah and Antony (2012), communication induces employees to realize its importance in the organization and to contribute to the organization's strategies and results, as long as they are aware of the strategies and expected results. There was also a positive association between engagement and task performance, which confirms the hypothesis H2, that there is a positive relationship between engagement and task performance. This result corroborates the findings of Shantz et al. (2013), who found a potential mediating role for employee engagement in the relationship between work design and performance, and that employee engagement positively influences task performance. A positive association was also found between internal communication and task performance, which confirms hypothesis H3. This result is in line with the findings of Tsai et al. (2009) and Abugre (2011), that internal communication can be a determinant of task performance. The literature recognizes the need for adequate levels of communication between management and its employees, in view of its positive effect on the performance of employees' activities (Tsai et al., 2009; Neves & Eisenberger, 2012; Rajhans, 2012).\u0000The structural model also confirms the partial mediating effect of the en","PeriodicalId":436239,"journal":{"name":"Las Relaciones Públicas en el nuevo milenio: retos y oportunidades","volume":"80 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126325402","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-22DOI: 10.5783/rirp-20-2020-02-05-26
Sónia de Sá
Feminist movements are currently asserting themselves by the capacity of involvement and aggregation of activists and the public identified with the feminist cause, who have in common both the struggle for women's rights and the spaces where they create existence and attribute dimension to that struggle: digital social networks. The purpose of this article is to understand the communication strategies, supported by dialogue, that underlie this aggregation and sharing of meaning when it comes to feminism and its close connection with the fight for gender equality, the end of gender violence or the eradication of racism. Based on the theoretical review on networked PR (Grunig, 2009; Kent, 2017), networked dialogue (Theunissen & Wan Noordin, 2011; Smith & Taylor, 2017; and networked feminism (Fullagar, Parry and Johnson, 2019; Keller, Mendes & Ringrose, 2018; Araüna, Willem & Tortajada, 2019; Yang, Uysal & Taylor, 2017), we applied content analysis (Bardin, 2006) to publications and digital interactions on two Portuguese feminist platforms. Thus, in an adaptation of the model proposed by Lane and Kent (2018) - Dialogic Engagement Interaction - this exploratory study analyzes the dialogical involvement of Coletiva and INMUNE - Instituto da Mulher Negra de Portugal. The analysis results, however, shows a low level of dialogical involvement between organizations and their audiences and, consequently, a reduced collective force to stop online hate clusters with increasing protagonism and with highly technological and effective modus operandi. Thus, the outcomes indicate that the two platforms analyzed do not apply communication strategies through dialogue, limiting exchanges between the organization and the public to the classic top-down communication option, summarizing the practice of dialogical involvement in social digital media to the publication unidirectional content and openness to comments and other reactions. As for the hypotheses raised, only one of them was validated, taking into account that 1) there was no significant dialogical involvement in the content analysis of the two feminist platforms, and 2) although we were unable to verify in the content analysis of the two feminist platforms, the theoretical review validated the idea that online anti-feminist and hate clusters can be fought by online anti-feminist and anti-hate clusters with the same effectiveness in spreading messages as the former. And here, the networked PR must take the strategic and tactical leadership of the action. This work also proposes a model for the analysis of dialogical involvement in digital social networks based on the broader initial proposal of Lane and Kent (2018). The model we propose comprises six categories: 1) existence of comment(s), sharing(s) and / or emoji(s); 2) existence of comment(s) and answer(s); 3) existence of dialogue (with the five dialogical principles: mutuality, propinquity, empathy, risk and commitment; see in Kent, 2017).; 4) existence
{"title":"As RP em rede e o envolvimento dialógico em plataformas feministas (“A Coletiva” e “INMUNE”)","authors":"Sónia de Sá","doi":"10.5783/rirp-20-2020-02-05-26","DOIUrl":"https://doi.org/10.5783/rirp-20-2020-02-05-26","url":null,"abstract":"Feminist movements are currently asserting themselves by the capacity of involvement and aggregation of activists and the public identified with the feminist cause, who have in common both the struggle for women's rights and the spaces where they create existence and attribute dimension to that struggle: digital social networks. The purpose of this article is to understand the communication strategies, supported by dialogue, that underlie this aggregation and sharing of meaning when it comes to feminism and its close connection with the fight for gender equality, the end of gender violence or the eradication of racism. Based on the theoretical review on networked PR (Grunig, 2009; Kent, 2017), networked dialogue (Theunissen & Wan Noordin, 2011; Smith & Taylor, 2017; and networked feminism (Fullagar, Parry and Johnson, 2019; Keller, Mendes & Ringrose, 2018; Araüna, Willem & Tortajada, 2019; Yang, Uysal & Taylor, 2017), we applied content analysis (Bardin, 2006) to publications and digital interactions on two Portuguese feminist platforms. Thus, in an adaptation of the model proposed by Lane and Kent (2018) - Dialogic Engagement Interaction - this exploratory study analyzes the dialogical involvement of Coletiva and INMUNE - Instituto da Mulher Negra de Portugal. The analysis results, however, shows a low level of dialogical involvement between organizations and their audiences and, consequently, a reduced collective force to stop online hate clusters with increasing protagonism and with highly technological and effective modus operandi. Thus, the outcomes indicate that the two platforms analyzed do not apply communication strategies through dialogue, limiting exchanges between the organization and the public to the classic top-down communication option, summarizing the practice of dialogical involvement in social digital media to the publication unidirectional content and openness to comments and other reactions. As for the hypotheses raised, only one of them was validated, taking into account that 1) there was no significant dialogical involvement in the content analysis of the two feminist platforms, and 2) although we were unable to verify in the content analysis of the two feminist platforms, the theoretical review validated the idea that online anti-feminist and hate clusters can be fought by online anti-feminist and anti-hate clusters with the same effectiveness in spreading messages as the former. And here, the networked PR must take the strategic and tactical leadership of the action.\u0000\u0000This work also proposes a model for the analysis of dialogical involvement in digital social networks based on the broader initial proposal of Lane and Kent (2018). The model we propose comprises six categories: 1) existence of comment(s), sharing(s) and / or emoji(s); 2) existence of comment(s) and answer(s); 3) existence of dialogue (with the five dialogical principles: mutuality, propinquity, empathy, risk and commitment; see in Kent, 2017).; 4) existence","PeriodicalId":436239,"journal":{"name":"Las Relaciones Públicas en el nuevo milenio: retos y oportunidades","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127514815","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-20DOI: 10.5783/rirp-20-2020-11-201-222
Katia Perez
Nowadays, references to childhood can be easily perceived in workplace, especially in companies that take as a model the innovative, relaxed offices in Silicon Valley, California (USA). Both the architecture and the decoration of these workplaces suggest new senses, different from those formed in traditional offices. The employees of these companies, in turn, construct imaginary representations about the office - and, consequently, about the company - using all this shown material, in addition to their own experiences, memories, sensations and affections. In these communicational interactions, the highlight is the non-verbal language (Ferrara, 2001), where that childhood symbolic objects produce senses (Orlandi, 2012), suggest interpretations (Santaella, 2008) and create emotional bonds (Silva, 2012) in everyday work life. Studying these relationships that involve all the human senses in the communication process within organizations is the main theme in this article. As the objective of this research, we seek to understand how these organizational discourses are constructed in order to involve employees emotionally using their own experiences, recovered by childhood symbolic objects. Summing up: how are these shown discourses, involving childhood memories, in the work routine, materialized? As corpus of our research, we chose to observe and analyze the workplace of three multinationals from technology sector, represented by their Brazilian offices: Google-Belo Horizonte, in Minas Gerais, OLX-Rio de Janeiro and LinkedIn-São Paulo. The material for analysis was collected from images available on the corporate websites of these companies and on the websites of the architecture firms responsible for the architectural projects created for these offices. Collected data as well as its organization and analysis were based on Lucrécia Ferrara's proposal of reading non verbal messages, contextualizing in time and space each researched places, searching for "estrangement" - non-homogeneous elements or situations - and find out the "dominant" - the conflicting element in the observed environment (Ferrara, 2001). The non-verbal reading are based on the memories recovered not only by the act of seeing something, but also for hearing, smell, taste and touch. And these memories can be used to create new sensations and emotions - positive ones - for new perceptions of the corporate 'world'. In the three companies researched, which hired architects and decorators to transform the work space according to the companies' world headquarters guidelines, we found the non-homogeneous in the office organization itself. In this innovative interior, the presence of childhood symbols appear as dominant. This is the case of the Google-Belo Horizons popcorn cart, the giant slide at OLX-Rio de Janeiro and elements such as a swing at LinkedIn-São Paulo. We understand that employees' perceptions of childhood symbols refer to distant and pleasurable memories, brought by remembran
如今，人们很容易在工作场所看到童年的影子，尤其是在以美国加利福尼亚州硅谷创新、轻松的办公室为榜样的公司里。这些工作场所的建筑和装饰都暗示着与传统办公室不同的新感觉。这些公司的员工，反过来，利用所有这些展示的材料，除了他们自己的经历、记忆、感觉和情感，构建关于办公室的想象表征，因此，关于公司。在这些交流互动中，重点是非言语语言(Ferrara, 2001)，童年的象征性对象在日常工作生活中产生感官(Orlandi, 2012)，提出解释(Santaella, 2008)并创造情感纽带(Silva, 2012)。研究组织内部沟通过程中涉及所有人类感官的这些关系是本文的主题。作为本研究的目标，我们试图理解这些组织话语是如何构建的，以便员工利用他们自己的经历，从童年的象征性对象中恢复情感。总结一下:在日常工作中，这些涉及童年记忆的话语是如何具体化的?作为我们研究的主体，我们选择观察和分析三家科技行业跨国公司的工作场所，以他们的巴西办事处为代表:谷歌-贝洛奥里藏特，米纳斯吉拉斯州，olx里约热内卢和linkedin - 圣保罗。用于分析的材料是从这些公司的公司网站和负责这些办公室建筑项目的建筑公司的网站上收集的图像。收集到的数据及其组织和分析是基于lucr cia Ferrara的建议，即阅读非语言信息，在时间和空间上语境化每个研究地点，寻找“隔阂”-非同质元素或情况-并找出“主导”-观察环境中的冲突元素(Ferrara, 2001)。非语言阅读的基础不仅是通过看到的行为恢复记忆，还包括听觉、嗅觉、味觉和触觉。这些记忆可以用来创造新的感觉和情绪——积极的——对公司“世界”的新看法。在被调查的三家公司中，我们发现了办公室组织本身的非同质性，这三家公司聘请建筑师和装饰师根据公司的全球总部指导方针改造工作空间。在这个创新的室内，童年象征的存在似乎占主导地位。比如Google-Belo Horizons的爆米花车、OLX-Rio de Janeiro的巨型滑梯，以及linkedin - s o Paulo的秋千等元素。我们知道，员工对童年象征的感知是指遥远而愉快的记忆，这些记忆是由对其他环境和情况的记忆带来的。这些记忆和感觉不仅会被视觉所激活，还会被嗅觉和味觉激活——就像爆米花车一样——还会被触觉激活——比如滑倒或摇晃。必须强调的是，心理表征和符号表征具有特定时刻带来的情感负荷，生活在特定环境中，并通过相似性的联想通过记忆恢复。这种对非语言材料的阅读将员工的快乐记忆转移到工作场所，转移到公司，并有助于形成企业世界的快乐和幸福的意义。员工和组织之间的桥梁，对于这种形象的形成，是象征性的材料。
{"title":"Volta à infância: leitura des-verbal e formação de sentidos nos ambientes de trabalho de empresas de tecnologia","authors":"Katia Perez","doi":"10.5783/rirp-20-2020-11-201-222","DOIUrl":"https://doi.org/10.5783/rirp-20-2020-11-201-222","url":null,"abstract":"Nowadays, references to childhood can be easily perceived in workplace, especially in companies that take as a model the innovative, relaxed offices in Silicon Valley, California (USA). Both the architecture and the decoration of these workplaces suggest new senses, different from those formed in traditional offices. The employees of these companies, in turn, construct imaginary representations about the office - and, consequently, about the company - using all this shown material, in addition to their own experiences, memories, sensations and affections. In these communicational interactions, the highlight is the non-verbal language (Ferrara, 2001), where that childhood symbolic objects produce senses (Orlandi, 2012), suggest interpretations (Santaella, 2008) and create emotional bonds (Silva, 2012) in everyday work life. Studying these relationships that involve all the human senses in the communication process within organizations is the main theme in this article. As the objective of this research, we seek to understand how these organizational discourses are constructed in order to involve employees emotionally using their own experiences, recovered by childhood symbolic objects. Summing up: how are these shown discourses, involving childhood memories, in the work routine, materialized? As corpus of our research, we chose to observe and analyze the workplace of three multinationals from technology sector, represented by their Brazilian offices: Google-Belo Horizonte, in Minas Gerais, OLX-Rio de Janeiro and LinkedIn-São Paulo. The material for analysis was collected from images available on the corporate websites of these companies and on the websites of the architecture firms responsible for the architectural projects created for these offices. Collected data as well as its organization and analysis were based on Lucrécia Ferrara's proposal of reading non verbal messages, contextualizing in time and space each researched places, searching for \"estrangement\" - non-homogeneous elements or situations - and find out the \"dominant\" - the conflicting element in the observed environment (Ferrara, 2001). The non-verbal reading are based on the memories recovered not only by the act of seeing something, but also for hearing, smell, taste and touch. And these memories can be used to create new sensations and emotions - positive ones - for new perceptions of the corporate 'world'. In the three companies researched, which hired architects and decorators to transform the work space according to the companies' world headquarters guidelines, we found the non-homogeneous in the office organization itself. In this innovative interior, the presence of childhood symbols appear as dominant. This is the case of the Google-Belo Horizons popcorn cart, the giant slide at OLX-Rio de Janeiro and elements such as a swing at LinkedIn-São Paulo. We understand that employees' perceptions of childhood symbols refer to distant and pleasurable memories, brought by remembran","PeriodicalId":436239,"journal":{"name":"Las Relaciones Públicas en el nuevo milenio: retos y oportunidades","volume":"21 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125179961","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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