Os efeitos de sentido das crises organizacionais

Abstract

In a situation of crisis, in which there is a breakdown of normality in the organization activities, it is up to communication the task of building the most appropriate understanding between publics and organizations. This study, therefore, intends to show how the discursive strategies adopted by organizations such as JBS S.A., Samarco Mineradora S.A. and Hopi Hari S.A., contribute to the circulation of crisis meanings. From the difficulty of organizations to recognize a crisis in advance, this study presents, initially, through a bibliographical research, an enclosure about the concept of crisis and its main characteristics. The semiology approach of social discourses, used in the course of this work, describes how the crises are announced by organizations and also how the forms of interaction used by them during the negative event are organized. In this way, it is tried to question how the construction of the organizational crisis meaning occurred. In order to understand this, the corpus of the chosen study is composed of postings and digital institutional publications, referring to the unfolding of the crisis, thus contributing to the resolution of the problematic of this research. Based on the data collected, at the end of the course, it is elucidated how the meanings of the crisis are constructed for each organization. Such understanding was possible from the discursive positionings and strategies adopted by the companies, in relation to the ways of advertising and the ways of interacting during the crisis. It is concluded, therefore, that, although the types of crises are different, the organizations do not have so different behaviors and always make choices to distance themselves from the crisis term.