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During the Dilma Rousseff administration (2011-2016), Caixa had in strategic planning (2012-2022) an objective to be the bank of the New Middle Class. This article presents and discusses the results of a qualitative documental study research investigated the decisions shaped in the communication strategies directed to the New Middle Class. The Communication Strategy Reading indicates self-referenced process and (re)construction meanings around this political economic concept. [ABSTRACT FROM AUTHOR]

The information and communications technologies (ICT) have become increasingly present in society, and consequently in organizations. This evolution has brought profound transformations, from the expansion of the amount of information which is accessed daily to the development of a cyberculture. Thus, this article discusses the use of these media in internal communications, from the hypertext metaphor elaborated by Pierre Lévy (2004), an alternative to the mathematical theory of Claude E. Shannon (apud Lévy, op. cit.) which evaluates communication as a signification process. To respond to the needs of these changes, we propose a model for internal communications called Organitelling, which focuses on the development of interactivity and freedom of workers within organizations. [ABSTRACT FROM AUTHOR]

In the Information Age, the relation between the receptor and the mass media has changed. New technologies have especially intensified this manifestation of the information's receptor. In journalism, not only the production of private media (such as blogs) is increasing, but also the participation in the traditional media. The organizations are not oblivious to this outside world, because their workers interact outside the company. The objective of this article is show the receptor of the internal communication as a possible producer of information and contents, mainly through the use of the social media. For such exploratory analysis, literature review was performed. specialists in organizational communication were also interviewed about the possibility of transposing the participative communication to the corporate media. [ABSTRACT FROM AUTHOR]

The article brings a reflection on the imaginary regarding the activity of press relations in the perspective of the organizational communication. It uses field research with two groups: advisees and media journalists from Rio Grande do Sul. It compares the imaginaries that are possible to be identified in the language marks present in the interviewees' responses in order to comprehend the implications of this (these) imaginary (-ies) in the press officer's work. It points out that the advisees tend to imagine the activity as a visibility tool for marketing aims and/or for concept-image building, while journalists assign to their work the role of serving to news production. It infers that in addition to using techniques of journalism and public relations, the press officer must act as a co-producer of journalistic contents to ensure the visibility of the advisee. [ABSTRACT FROM AUTHOR]

Discourse and Communication are now considered seminal studies in the field of organizations. This paper presents a reflection based on the authors Jian, Schmisseur and Fairhurst (2008) and Putnam (2008), who explore the intersection between these two disciplines. The introduction and discussion of the multiple meanings of text and speech in specific contexts point out to the development of researches that may expand the knowledge in the field of the “little d” (FAIRHURST; PUTNAM, 2010). The focus moves to the practices and contents that generate meaning, in which communication and speech are produced and appropriate. This paper extends the debate on this relationship by presenting the relations and distinctions between communication and discourse and by exploring the depth of these fields. [ABSTRACT FROM AUTHOR]