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

Abstract

Our text explores the mediatization phenomenon in smaller organizations 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 analyze the social media presence of each organization over thirty days. Additionally, we conducted a strategic communication audit targeting specific audiences and indepth 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.