Organizations In Social Media Environments: Strategy, Communication, And Mediatization

Abstract

Our text explores the phenomenon of mediatization in smaller organizations located in geographically remote towns Through a theoretical-practical study of an applied nature and with an exploratory-descriptive objective we aim to highlight how the current media ecosystem is used and appropriated while also describing the communicative strategies employed by a group of thirteen organizations situated in the northwest region of the Brazilian state of Rio Grande do Sul For our methodology we utilized participant observation employing techniques to analyse the social media presence of each organization over a thirty-day period Additionally we conducted a strategic communication audit targeting specific audiences coupled with in-depth interviews with professionals responsible for their communication The outcome of our efforts is a comprehensive mapping that delves into and describes the mediatization phenomenon within these organizations which in our perspective is in the process of establishment