Da denúncia à proposição: a diversidade de gênero na comunicação organizacional

Abstract

By asserting themselves diverse, organizations realized the competitive, financial and market advantages they were conquering. In this scenario, these gains became the main motivation for the adoption and application of these policies, however, for many times, this was limited onlyto the organizational discourse. From the perspective of Public Relations, the practice of organizational communication becomes a tool capable of transforming the relationships between organizations and their audiences, so that they are symmetrical and fair. Given the above, we established our problem, which questions how the communicational public relations practices can help organizations effectively achieve gender diversity in their internal communication. Then, this work proposes to develop a primer style manual that addresses the dynamics and actions that can help the organization's communication professional to effectively thematize and apply gender diversity within internal communication, surpassing the theoretical discursive plan. Specifically, we aim to 1) understand organizational communication, considering the power relations and disputes of meaning, discovering possible problems, such as silences and invisibilities concerning diversity; 2) understand the importance and the way to manage gender diversity in organizational communication; and 3) propose and develop a dynamic primer style manual that discusses differences and validates the practice of gender diversity in organizations. For this, prior to the preparation of the primer, the work proposes a bibliographic review on organizational communication using Dennis K. Mumby (2019) as the main source; diversity and diversity management in organizations based on the reflections of Maria T. Fleury (2000) and also those of Ricardo Sales (2017); and, finally, gender as proposed by Joan Scott (1995). That said the relevance of this work occurs while it may become a support tool for Public Relations professionals, considering that it can offer ways to address the differences in organizations' internal communication.