Imagem e reputação de organizações de serviços : um estudo de caso sobre a TAM e a Azul

Abstract

This study has the objective to investigate the image and reputation of the organizations TAM and Blue based on content published about them in the media. An analysis of twelve articles about the companies will be done – six about each company, published on the G1 and Folha de São Paulo websites during the second half of 2014 and on the first half of 2015. We aim to observe how the socio-historical context influenced the communication of news about the companies, as well as which aspects were highlighted in each piece of news and by each communication vehicle, how the verbal and non-verbal elements conveyed can impact the organizational image and how the reputation of each company can determine different journalistic approaches. In order to theoretically support our analysis, the following a priori categories were adopted: Photography, from Barthes, from which the subcategories Studium and Punctum stem from, also from Barthes; Image and Reputation, from Argenti and Rosa; Culture, from Barthes and Marchiori, Power, Socioleto, Stereotype, Fait Divers and Myth, from Barthes. From the methodological point of view, Thompson’s Depth Hermeneutics (DP) paradigm (1995) will be used, based on his proposal of a Triple Analysis: Socio-Historical, Formal or Discursive and Interpretation/Reinterpretation. In the Formal or Discursive Analysis stage, we will count on the support of Semiology, in Barthes, as an analysis technique associated with HP.