Convergência midiática e efeitos de sentido em campanhas institucionais: o caso RBS

Abstract

This monograph has as research theme the legitimacy of RBS Group from the speeches of the institutional campaign, launched in 2013, “O Amor é a Melhor Herança. Educação para as Crianças” (Love is the best Heritage, Education for Children), and from the stories in Jornal do Almoço regarding the same theme. The study aims to understand how one of the greatest media organizations of the south of the country activates media devices that bring about a convergence of the campaign discourse in such a way as to achieve its three platforms: advertising, institutional and editorial, causing a process of legitimacy. Therefore, we performed a bibliographical resumption about the concepts that influence this research, as well as a semiological analysis of the journalistic speeches that refer to the guidelines proposed by the campaign. We also performed an in-depth interview with important figures of the organization. In this sense, we conclude that the organization legitimates itself by bringing about effects of recognition in the journalistic discourse that denote the relevance of the guidelines raised in the campaign, when it shows reports that were experienced about the problems faced by the current public education.