Ambiências memoriais no ciberespaço : portais corporativos como lugar de memória

Abstract

The uncertainties of the current context greatly affect organizations in their roles in society and in their relationships with stakeholders. This situation makes it urgent that we reflect about communication possibilities that could contribute to bonding with stakeholders. The Institutional Memory allows such connection since it is deeply attached to the organizational identity fostering, therefore, a strong sense of belonging. This study intends to discuss whether Corporate Portals can be an Institutional Memory Place, through which organizations seek reliance with its stakeholders. This exploratory qualitative research it was anchored by the Paradigm of Complexity proposed by Edgar Morin. Literature review focused on the theoretical perspectives on memory – individual, collective, social, organizational and within the digital environment; organizational culture, identity, image and reputation; new ambiance afforded by communication in cyberspace. Through the Case Study of the Votorantim Group and the companies that make up the business: Votorantim Industrial - Votorantim Cement, Votorantim Metals, Votorantim Steel, Votorantim Energia, Fibria and Citrosuco -, we attempted to find out whether organizations have used their corporate portals to broadcast their Institutional Memory practices in order to see, if there is an (inter) relationship between the elements of organizational identity and the content over the existing theme in those places, and show what discursives strategies types of speech are being adopted. The results unveil the potential of Corporate Portals as institutional memory of place, but reveal, on the other hand that these spaces are still poorly used. This research concludes, therefore, that this area of study may represent an extension of the field for professionals in Organizational Communication and Public Relations.