Intercom: Revista Brasileira de Ciências da Comunicação
versão impressa ISSN 1809-5844
PESSONI, Arquimedes. The transition of corporate at communication: the possibility of participation in the media organizational. Intercom, Rev. Bras. Ciênc. Comun. [online]. 2011, vol.34, n.2, pp.137-156. ISSN 1809-5844. http://dx.doi.org/10.1590/S1809-58442011000200008.
This article aims to investigate how the participative communication forms - (the ones that predict the collaboration of the receptors) - presents in the 21st century media world have been used in the organizational communication ambiance. The authors observed three communication channels from three companies: Parceiro-Repórter (Odebrecht), Jornal Interagindo (Catuaí Shopping Londrina) and TV Bunge (Bunge) awarded by Aberje - Brazilian Association of Business Communication - for initiatives in the communications segment within participatory business. The results indicate that within organizations, there is the possibility of collaborative communication, communication model that consent and does not interfere in day-to-day business, which negatively affects their image or share privileged information that could compromise the company's competitiveness in the market.
Palavras-chave : Organizational communication; Participatory communication; Business communication; Organizational cultura; Participation.