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Raquel Lobão Evangelista.Pdf Universidade do Minho Instituto de Ciências Sociais Raquel Lobão Evangelista abilidade: tent Comunicação organizacional e Sustentabilidade: Uma relação de mutualismo Comunicação organizacional e Sus Uma relação de mutualismo a elist uel Lobão Evang aq R 4 1 UMinho|20 fevereiro de 2014 Universidade do Minho Instituto de Ciências Sociais Raquel Lobão Evangelista Comunicação organizacional e Sustentabilidade: Uma relação de mutualismo Tese de Doutoramento em Ciências da Comunicação Especialidade em Comunicação Estratégica e Organizacional Trabalho realizado sob orientação da Professora Doutora Teresa Ruão e da Professora Doutora Helena Sousa fevereiro de 2014 A Portugal, país que por seis anos me acolheu, onde me tornei uma alfacinha de coração, onde superei meus próprios limites, onde descobri minhas origens, onde acumulei as experiências mais ricas de minha vida e cuja saudade já dói no peito. iii iv AGRADECIMENTOS As minhas orientadoras Professora Doutora Helena Sousa e Professor Doutora Teresa Ruão, pelos ensinamentos, conselhos e compreensão. Ao Francisco, a maior bênção de Deus em minha vida. A minha família, fonte de força e apoio permanente. A Renata de Freitas, minha luz nos momentos felizes e tristes. v Financiamento Investigação desenvolvida com apoio da FCT (Fundação para a Ciência e a Tecnologia) e cofinanciada pelo Fundo Social Europeu e pelo Programa Operacional Potencial Humano/POPH: vi RESUMO Comunicação Organizacional e Sustentabilidade: uma relação de mutualismo Esta investigação aborda as características que marcam a relação entre os conceitos de Comunicação Organizacional e Sustentabilidade, especialmente aquelas que dizem respeito aos níveis de participação, diálogo e comprometimento dos stakeholders, a partir de um estudo de caso aplicado a uma empresa líder de vendas do setor alimentar. Observamos que há um crescente envolvimento empresarial em atividades que visam a implantação de uma política de sustentabilidade, na qual a comunicação normalmente assume um papel importante, porém predominantemente instrumental. Em situações organizacionais complexas, nas quais a velocidade da informação e seu consumo são cada vez maiores, julgamos ser necessário desenvolver novos enfoques e abordagens conceituais sobre o papel que a comunicação organizacional deve apresentar no movimento da sustentabilidade. A pesquisa empírica foi realizada na Nestlé Portugal, que foi tomada como a empresa constituinte de nosso estudo de caso e por meio da qual analisamos a comunicação da sustentabilidade e as possíveis interferências dos níveis de participação e diálogo dos stakeholders neste processo comunicativo. Nossa metodologia baseou-se na pesquisa qualitativa para as Ciências Sociais e centrou-se em três fases distintas. A primeira foi a revisão bibliográfica relacionada aos temas de pesquisa. A segunda foi a análise documental dos relatórios de sustentabilidade publicados entre os anos de 2008 e 2012, bem como outros documentos institucionais que nos permitiram compreender a cultura organizacional da empresa. Finalmente, a terceira fase foi a aplicação de um questionário e a realização de entrevistas em profundidade com cinco representantes do departamento responsável pela comunicação e pela manutenção de uma cultura organizacional sustentável. Nossa análise dos dados coletados começou pela forma como a empresa lida com o conceito de materialidade e com o engajamento dos stakeholders. De seguida, expomos os meios de comunicação adotados neste processo e as características que os tornam mais ou menos vii abertos à participação e ao diálogo. A partir da análise dos relatórios de sustentabilidade identificamos as principais características que compõem a cultura organizacional da empresa e qual imagem que a Neslté Portugal pretende projetar no contexto da Sustentabilidade. Seguimos nossa investigação comentando qual a visão que a própria empresa tem sobre a comunicação da sustentabilidade e caracterizando sua cultura organizacional a partir do modelo proposto por Schein. Terminamos nossa incursão com a aplicação da PARC, conjunto de abordagens da Comunicação Organizacional proposto por Deetz (2009) como forma de caracterizar as concepções de produção de sentido e inclusividade das interações. Os resultados indicaram que há certa discrepância entre o discurso professado e as ações práticas relacionadas à comunicação da sustentabilidade. Também apontaram que a empresa ainda mantém a visão da Comunicação Organizacional como uma ferramenta a favor da Sustentabilidade e que os níveis de participação e diálogo criam uma relação de dependência entre os conceitos de Sustentabilidade e Comunicação Organizacional. Palavras-chave: Comunicação Organizacional, Sustentabilidade, Diálgo, Participação. viii ABSTRACT Organizational Communication and Sustainability: a mutualism relationship This study addresses the characteristics that mark the relationship between the concepts of Organizational Communication and Sustainability, especially those related to levels of participation, dialogue and commitment of stakeholders, based on case study applied to a leading company in the food sector. We have noted that there is a growing corporate involvement in activities aimed at the implementation of a sustainability policy, in which communication usually takes an important role, but predominantly instrumental. In complex organizational situations, in which the speed of information and its consumption is highly increasing, we deem it is necessary to develop new focus and conceptual approaches on the role that organizational communication should present to the sustainability movement. The empirical research was conducted at Nestlé Portugal, which was taken as the constituent company of our case study and through which we have analyzed the communication of sustainability and the possible interference of participation, dialogue and commitment of stakeholders levels in this communicative process. Our methodology was based on qualitative research for Social Sciences and was composed by three distinct phases. The first one was a bibliography research related to this thesis themes. The second was a documentary analysis of sustainability annual reports published between 2008 2012 and other corporative documents which allowed us to understand the organizational culture of the company. Finally, the third was the application of a questionnaire and conducting in-depth interviews with five representatives of the department responsible for the company's communications and for the maintenance of organizational culture described as sustainable. Our data analysis began with the way Nestlé deals with the concept of materiality and stakeholder engagement. Then, we expose the media adopted for this process and the characteristics that make them more or less open to participation and dialogue. We continued our investigation by commenting the vision the company itself has about the communication of ix sustainability and by characterizing its organizational culture based on the model proposed by Schein (1997). We ended our research with the application of PARC - a set of approaches for Organizational Communication proposed by Deetz (2009) - as a way to characterize the conceptions of meaning production and the level of inclusion in the interactions. The results indicated that there is some discrepancy between professed speeches and actions related to the communication of sustainability. They also pointed out that the company still holds the vision of organizational communication as a tool for sustainability and that levels of participation and dialogue are not so significant for structuring a differentiated relationship between Communication and Sustainability. Key-words: Organizational Communication, Sustainability, Dialogue, Participation. x ÍNDICE GERAL INTRODUÇÃO .................................................................................................................................. Contextualização .................................................................................................................. 19 Nossas inqueitaçõe .............................................................................................................. 22 Nossos objetivos .................................................................................................................. 24 Nosso universo - delimitações .............................................................................................. 25 Justificativa .......................................................................................................................... 26 Estrutura da tese ................................................................................................................. 27 PARTE I - SUSTENTABILIDADE 1. Um conceito amplo e paradoxal ...................................................................................... 31 1.1 Linha evolutiva .............................................................................................................. 32 1.2 Modelos e práticas de implantação e análise ................................................................. 40 1.3 Influências dos stakeholders ......................................................................................... 45 1.4 Mecanismos de indução e regulação ............................................................................. 55 1.4.1 Reporting da Sustentabilidade ................................................................................. 55 1.4.2 Normas e Certificações ..........................................................................................
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