Comunicação estratégica em ambiências de inovação: estudo do ecossistema de Florianópolis

Abstract

The objective of this research is to understand communication in the context of innovation ecosystems, understanding the relevance of the relational and dialogic character of the communicative process. With this study, we seek to reflect and analyze the following problem: how is communication configured in the innovation ecosystem of Florianópolis? To achieve this, we consider an articulated set of scientific procedures as a methodological strategy. We start from the theoretical articulation of the concepts of communication, culture and innovation ecosystems. Through the theoreticalmethodological path, we understand the limits and potential of strategic communication, according to proposals by Jorge Duarte (2020). The methods we used in this research consist of bibliographic and field research, with the objective of collecting primary data through qualitative interviews. In addition to this stage, we also analyzed the digital portals of ACATE, FIESC and SCINOVA, as proposed by Serge Proulx (2012) with the Sociological Analysis of Digital Media. From this, it was possible to verify that media platforms have structures with limitations that suppress the interactional potential that could facilitate communication flows between operators. We conclude by believing that communication developed in the innovative environment of Florianópolis promotes constitutive effects on relational processes and encourages the development of actions that enable interactional flows, enabling innovation to happen. Even so, we found that communication is not developed strategically in the ecosystem, thus providing possibilities for new learning to build conceptual and practical processes to be transformed into strategies that make communication in the Florianópolis ecosystem truly strategic.