Dimensões possíveis para o diálogo na comunicação estratégica : tecituras e religações entre o relatório de sustentabilidade e as mídias sociais da Vale

Abstract

To reconcile knowledge and weave together what emerged from different research spaces to be able to understand the possible manifestations of the dialogue in strategic communication was the challenge established in this work, in order to reach scientific contributions to the field of communication in the context of organizations. In the research developed from the principles of the complexity of Morin (2002, 2007, 2008), we recognize a world in transformation in which the instrumental rationality - characteristic of modernity - loses strength and comes to live with new approaches of knowledge. These approaches analyze society, organizations, likings, and relationships between subjects, in environments marked by complexity and uncertainty. We investigate, through qualitative and exploratory research, the contributions that different areas of knowledge, such as Linguistics, Sociology, and Philosophy, contribute to the understanding of dialogue. In the space of practices, through empirical research, we analyze, interpret and (re) connect the dialogue assumed in the 2014 Sustainability Report and practiced in the virtual environment of the social media of the mining company Vale. As a result, we come to understand the dialogue provided by the interactions between the subjects as the space of transformation itself. We present dialogical dialogue as the proposition of a process that can happen from spontaneous and/or strategically managed interactions in the communication that occurs in the context of the organizations, transcending the still present and predominant instrumental-informational dimension.