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Jornalismo vs Organizações: Estudo de caso do Grupo Jerónimo Martins
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No âmbito da Dissertação de Mestrado em Ciências da Comunicação, na área de especialização de Estudo dos Media e Jornalismo, pela Universidade NOVA de Lisboa, no ano letivo 2022/2023, o tema escolhido para a elaboração da dissertação foi “Jornalismo vs Organizações: Estudo de caso do Grupo Jerónimo Martins”.
Com esta dissertação, pretendemos promover e compreender o funcionamento da comunicação no ambiente organizacional, e a relação que pode ter com o jornalismo, nomeadamente ao nível da utilização de técnicas jornalísticas. Apesar de serem duas áreas distintas, fronteias limitadas, atualmente observa-se a existência de relações e semelhanças utilizadas nos perfis profissionais e comunicacionais das organizações. Esta discussão será feita a partir dos valores subjacentes à criação das profissões do jornalismo e da comunicação organizacional, particularmente, à área da comunicação interna, que como será possível verificar, recorre ao uso de conceitos e linguagens jornalísticas para aperfeiçoar o seu campo comunicacional nas organizações.
Inicialmente, será realizado um enquadramento teórico sobre a área do jornalismo e o conceito de comunicação organizacional, com especial atenção ao tema da comunicação interna que será o principal foco deste estudo. Estes dois campos aproximam-se e distanciam-se a partir de conceitos normativos semelhantes, que são forjados ao longo da história destas duas profissões. A última parte deste projeto é dedicada à discussão prática do conceito de jornalismo e de comunicação organizacional, a fim de compreender como essas duas áreas se podem relacionar de forma estratégica, e aproveitar as funcionalidades de cada uma. Assim sendo, será possível estudar a área da comunicação interna do Grupo Jerónimo Martins, para verificar como é que esta área e o jornalismo se influenciam, e como é que esta relação pode colocar problemas e desafios específicos.
In the scope of the Master's Dissertation in Communication Sciences, in the specialization area of Media Studies and Journalism, by the NOVA University of Lisbon, in the academic year 2022/2023, the topic chosen for the elaboration of the dissertation was "Journalism vs Organizations: Case Study of Jerónimo Martins Group". With this dissertation, we intend to promote and understand how communication works in the organizational environment, and the relationship it may have with journalism, namely in terms of the use of journalistic techniques. Despite being two distinct areas, with limited boundaries, we currently observe the existence of relationships and similarities used in the professional and communicational profiles of organizations. This discussion will be made from the values underlying the creation of the professions of journalism and organizational communication, particularly, the area of internal communication, which as it will be possible to verify, resorts to the use of journalistic concepts and languages to enhance its communicational field in organizations.Initially, a theoretical framework about the field of journalism and the concept of organizational communication will be carried out, with special attention to the topic of internal communication that will be the main focus of this study. These two fields approach and distance themselves from similar normative concepts, which are forged throughout the history of these two professions. The last part of this project is dedicated to the practical discussion of the concept of journalism and organizational communication, in order to understand how these two fields can relate to each other in a strategic way and take advantage of the functionalities of each. Therefore, it will be possible to study the internal communication area of Jerónimo Martins Group, to verify how this area and journalism influence each other, and how this relationship can pose specific problems and challenges.
In the scope of the Master's Dissertation in Communication Sciences, in the specialization area of Media Studies and Journalism, by the NOVA University of Lisbon, in the academic year 2022/2023, the topic chosen for the elaboration of the dissertation was "Journalism vs Organizations: Case Study of Jerónimo Martins Group". With this dissertation, we intend to promote and understand how communication works in the organizational environment, and the relationship it may have with journalism, namely in terms of the use of journalistic techniques. Despite being two distinct areas, with limited boundaries, we currently observe the existence of relationships and similarities used in the professional and communicational profiles of organizations. This discussion will be made from the values underlying the creation of the professions of journalism and organizational communication, particularly, the area of internal communication, which as it will be possible to verify, resorts to the use of journalistic concepts and languages to enhance its communicational field in organizations.Initially, a theoretical framework about the field of journalism and the concept of organizational communication will be carried out, with special attention to the topic of internal communication that will be the main focus of this study. These two fields approach and distance themselves from similar normative concepts, which are forged throughout the history of these two professions. The last part of this project is dedicated to the practical discussion of the concept of journalism and organizational communication, in order to understand how these two fields can relate to each other in a strategic way and take advantage of the functionalities of each. Therefore, it will be possible to study the internal communication area of Jerónimo Martins Group, to verify how this area and journalism influence each other, and how this relationship can pose specific problems and challenges.
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Jornalismo Comunicação organizacional Comunicação interna Journalism Organizational communication Internal communication