Personeel: Sharing Economy and Organizational Communication Practices in Times of Covid-19: Social Brands in Brazil and Portugal

Sharing Economy and Organizational Communication Practices in Times of Covid-19: Social Brands in Brazil and Portugal

The paper deals with the relationship between organizations belonging to the sharing economy and their practices, behaviors and postures in organizational communication due to the pandemic of the new coronavirus. We define the sharing economy (or collaborative economy) as the goods and services prov...

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Gepubliceerd in:	URI:https://journals.openedition.org/cs,
Hoofdauteurs:	Raposo, João Francisco, Terra, Carolina Frazon
Formaat:	Article ou chapitre numérique
Taal:	Anglais
Gepubliceerd in:	Comunicação e sociedade 2022
Onderwerpen:	comunicação organizacional economia da partilha organizações covid-19 social brands organizational communication sharing economy organizations
Online toegang:	Accès Université d'Orléans et IFPM

id	openedition-oai:revues.org:cs_4915
record_format	openedition
spelling	openedition-oai:revues.org:cs_4915 en https://journals.openedition.org/cs/4915 2022-04-13T02:00:00Z info:eu-repo/semantics/openAccess article info:eu-repo/semantics/article urn:handle:20.500.13089/eyp6 https://creativecommons.org/licenses/by-nc/4.0/ Sharing Economy and Organizational Communication Practices in Times of Covid-19: Social Brands in Brazil and Portugal Comunicação e sociedade Centro de estudos de comunicação e sociedade info:eu-repo/semantics/reference/issn/2183-3575 info:eu-repo/semantics/reference/issn/1645-2089 URI:https://journals.openedition.org/cs Raposo, João Francisco Terra, Carolina Frazon comunicação organizacional economia da partilha organizações covid-19 social brands organizational communication sharing economy organizations covid-19 social brands The paper deals with the relationship between organizations belonging to the sharing economy and their practices, behaviors and postures in organizational communication due to the pandemic of the new coronavirus. We define the sharing economy (or collaborative economy) as the goods and services provided by the digital platforms of the network through the sharing of resources and trust. We take as a premise the compulsory digitalization that many businesses have been subjected to and we started the reflection from there. Our analysis, based on bibliographic and exploratory research, was located in brands chosen intentionally, in Brazil and Portugal, seeking to reflect on the context of covid-19 and its respective communication actions in their digital properties or in their social media profiles. We illustrated strategies for exposure and communicational visibility from March until August 2020, reaching a reflection on the urgency to act actively in social demands, characterizing them as social brands. In our understanding, a social brand has a strong presence in digital, stands out with good communication practices and, above all, has a performance strategy that goes beyond its business or direct profit not only during a period of crisis, but also aware of its social role and the impact that its responsible performance generates. O artigo trata da relação entre as organizações pertencentes à economia da partilha e suas práticas, comportamentos e posturas de comunicação organizacional em função da pandemia do novo coronavírus. Definimos economia da partilha (sharing economy ou economia colaborativa) como os bens e serviços fornecidos pelas plataformas digitais da rede por meio do compartilhamento de recursos e da confiança. Tomamos como premissa a digitalização compulsória a que muitos negócios se viram submetidos e partimos para a reflexão a partir daí. Nossa análise, pautada pela pesquisa bibliográfica e exploratória, se localizou em marcas escolhidas intencionalmente, no Brasil e em Portugal, buscando refletir sobre o contexto da covid-19 e suas respectivas ações de comunicação em suas propriedades digitais ou em seus perfis de mídias sociais. Ilustramos estratégias de exposição e visibilidade comunicacional desde março até agosto de 2020, chegando a uma reflexão sobre a urgência em atuar ativamente em demandas sociais, caracterizando-as como social brands. Em nosso entendimento, uma marca social tem forte presença no digital, destaca-se com boas práticas de comunicação e, acima de tudo, possui uma estratégia de atuação que vai além do seu negócio ou do lucro direto não apenas durante um período de crise, mas também consciente de seu papel social e do impacto que sua atuação responsável gera.
collection	OpenEdition Journal
language	Anglais
format	Article ou chapitre numérique
building	0/Bibliothèque numérique/ 1/Bibliothèque numérique/OpenEdition Journals/
topic	comunicação organizacional economia da partilha organizações covid-19 social brands organizational communication sharing economy organizations covid-19 social brands
spellingShingle	comunicação organizacional economia da partilha organizações covid-19 social brands organizational communication sharing economy organizations covid-19 social brands Raposo, João Francisco Terra, Carolina Frazon Sharing Economy and Organizational Communication Practices in Times of Covid-19: Social Brands in Brazil and Portugal
description	The paper deals with the relationship between organizations belonging to the sharing economy and their practices, behaviors and postures in organizational communication due to the pandemic of the new coronavirus. We define the sharing economy (or collaborative economy) as the goods and services provided by the digital platforms of the network through the sharing of resources and trust. We take as a premise the compulsory digitalization that many businesses have been subjected to and we started the reflection from there. Our analysis, based on bibliographic and exploratory research, was located in brands chosen intentionally, in Brazil and Portugal, seeking to reflect on the context of covid-19 and its respective communication actions in their digital properties or in their social media profiles. We illustrated strategies for exposure and communicational visibility from March until August 2020, reaching a reflection on the urgency to act actively in social demands, characterizing them as social brands. In our understanding, a social brand has a strong presence in digital, stands out with good communication practices and, above all, has a performance strategy that goes beyond its business or direct profit not only during a period of crisis, but also aware of its social role and the impact that its responsible performance generates.
author	Raposo, João Francisco Terra, Carolina Frazon
author_facet	Raposo, João Francisco Terra, Carolina Frazon
author_sort	Raposo, João Francisco
title	Sharing Economy and Organizational Communication Practices in Times of Covid-19: Social Brands in Brazil and Portugal
title_short	Sharing Economy and Organizational Communication Practices in Times of Covid-19: Social Brands in Brazil and Portugal
title_full	Sharing Economy and Organizational Communication Practices in Times of Covid-19: Social Brands in Brazil and Portugal
title_fullStr	Sharing Economy and Organizational Communication Practices in Times of Covid-19: Social Brands in Brazil and Portugal
title_full_unstemmed	Sharing Economy and Organizational Communication Practices in Times of Covid-19: Social Brands in Brazil and Portugal
title_sort	sharing economy and organizational communication practices in times of covid-19: social brands in brazil and portugal
publisher	Comunicação e sociedade
publishDate	2022
container_title	URI:https://journals.openedition.org/cs
url	https://ezproxy.univ-orleans.fr/login?url=https://journals.openedition.org/cs/4915
_version_	1877293217497481216

Sharing Economy and Organizational Communication Practices in Times of Covid-19: Social Brands in Brazil and Portugal

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