Estudo da comunicação interna em shopping centers fora do mercado das capitais

Abstract

This Project has as theme the internal comunication in shopping centers, where the case studies are the Royal Plaza Shopping (Santa Maria) and the BellaCittá Shopping Center (Passo Fundo). Throught the participant observation and the deep interview, it has been done a comparative study to understand how the internal communication sector is built and how the sector appears in the shopping centers outside the capital cities of the south of Brazil. Through the analysis it was possible to understand the importance of the strategic communication process and the need of the support of the people management area. The observed malls have distinct perceptions about internal communication, where their actions and channels vary according to the training of the professional responsible for the area.