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Corporate Communication 2.0: new strategies in digital media and the new paradigms for the field in the context of information society.

Grant number: 10/03218-9
Support type:Scholarships in Brazil - Scientific Initiation
Effective date (Start): June 01, 2010
Effective date (End): May 31, 2011
Field of knowledge:Applied Social Sciences - Communications - Journalism and Publishing
Principal researcher:Elizabeth Nicolau Saad Corrêa
Grantee:Claudia Gasparini Fernandes Cunha
Home Institution: Escola de Comunicações e Artes (ECA). Universidade de São Paulo (USP). São Paulo , SP, Brazil


The rapid increase in the usage of new communication and information technologies has triggered a radical change in the way people access, create and share information. As part of such process, innumerable established paradigms of Social Communication are being broken. Journalism is being challenged by the expansion of online publications and free media on the web, often UCG (User-Generated Content). Companies and organizations, on the other hand, are being compelled to reconsider the models of dialogue they need to keep with their stakeholders. Communication targeted at external publics now require that the institutional messages are conveyed with credibility not only to traditional media, but also - and more and more strategically - to conversations that are happening on the web. In this transition, there have been debates on the future of digital media and the role of the communicator as the organizer, "regent" or "curator" of this profuse and unlimited ocean of information and data. This project aims to study the main tendencies in Corporate Communication located in the Web 2.0 environment, comparing the work routine in four important Communication agencies in São Paulo, Brazil, with the theories of contemporary authors such as Manuel Castells, Brian Solis, Bernard Miège, Pierre Lévy, among others, as well as new tendencies commented in blogs, social media and specialized websites.

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