Midiatização e profissão: um estudo de mídias sociais e materiais noticiosos no campo profissional da administração

Abstract

Social media and news materials play an important role associated with the emergence of professions in professional fields, in particular those who consume their content. The overall aim of the research is to investigate influences of the operating mechanisms of social media and news materials on the professional field of Management. It assumes, to this end, the following specific objectives: (i) characterize social media and news media that may influence the professional field of Management; (ii) explain the role of social media and news media enrolled; and (iii) understand the existing relations between social media and news media, and the professionalization of the Management field. With an interpretative basis, it is a qualitative and descriptive-exploratory study that has, as an empirical locus, media such as blogs, magazines, and Facebook as a main social network. In order to illustrate such an influence, a specific theme was chosen – Corporate Social Responsibility (CSR). Data gathering took place through secondary sources and documentary research making use of ATLAS.ti software to support the analysis. Results showed that there is an influence of institutional factors and business media in the professional field of Management, thus revealing the mutual influence existing between the institutional facet and its social actors, especially those who make use of those contents. As suggestions for future research, it is expected the increase in the number of repositories, other types of news media, to approach organizational communication in a more direct way, as well as linguistic and symbolic factors that may be present in these media.