Cultura corporativa e relações de poder nas organizações: uma análise do uso das tecnologias na comunicação interna (o caso Bradesco)

Abstract

The organizations usually make use of actions and persuasive speech seeking to provide a positive image of the company to the employees. This study investigates the inner communication practiced by Bradesco, analyzing the power relations (Foucault) that are exercised in the organizational environment through hierarchy and vigilance as forms to preserve the culture, values and principles of the enterprise, strengthening the corporative identity. The research analyses the communicational practices and trainings made by the Bank, as example the ones that use solutions of Media training in order to unite concepts, ordain messages and develop the communication on relations of the organization with their professionals. The questions concerned with the research are: (i) How the effects of power relations can seal a strategic inner communication? (ii) In what measure the communicative actions of the company can be associated to obtain an allocation and can generate a positive image of the inner public? (iii) How trainings are used as resources to develop an inside communication and how do they manage the corporative information? The project involved an empirical research, with support of a study of case which allowed and exploratory investigation, deeper and detailed: interviews were released joint to managers of rapport and training of Bradesco and of bank’s employees (as representative of institution’s employees).The obtained speeches on the interviews were examined starting from the concepts of dominants senses and preferential readings from Stuart Hall. The Bradesco utilizes inner rapport and corporative education by intranet as tools to exercise power, to valorize the organization’s culture and turn yours identity strong. The communicative actions practiced and the company’s speeches to employers promote an allocation which strategically directs professionals to the objectives of the enterprise. The power relations take on control of this process by promoting the management of the communication and manage the collective life of Bradesco’s employees. This scenario is discussed conceptually on this dissertation having as basis the cultural studies and the organizational communication.