A aplicação da comunicação para visibilidade de ações organizacionais: uma análise da articulação entre plataformas analógicas e digitais para aumentar o alcance do público de interesse (o caso FAEP)

Abstract

The end of the mandatory union contribution, stated by Law 13.467 / 2017, current since November 2017, brought obstacles for institutions from different economy areas, such as industry, commerce, services and rural. The optional payment generated a drop in tax intakes since 2018 (the first year of the legislation's validity), limiting actions that defend the public's interests in each area. The thesis investigates, under the Communication perspective, the “tactics” (Certeau) adopted by the Federation of Agriculture of the State of Paraná (Faep) in the process of raising the awareness of rural producers about the necessity of tax payment (despite the optional nature), relying in the strengthening of the rural union system as justification. Such “tactics” involved the articulation of analog and digital platforms, aiming “a more participative network communication” (Jenkins), allowing access for the rural participants, regardless of generations and “cultures” (Williams). Then, the communicational practices adopted are continuously analyzed, based on the idea that the communication platforms would constitute extensions (McLuhan) of the actions carried out by Faep in order to inform the institutional achievements to rural producers. The research is exploratory and qualitative (with quiz applied to collect data from a portion of producers in Paraná) and investigates how effectively the communication “tactics” used by Faep influenced the public of interest. Based on the results of the theoretical analysis of the regional context in the agribusiness, conceptually, it is possible to apply Communication actions to institutions in other economic areas.