A responsabilidade socioambiental como estratégia de comunicação: uma análise do canal da Vale no Youtube

Abstract

This research seeks to understand the socio-environmental responsibility in the organizational context of Vale S/A, in order to aprofundate its communication considering the dam disaster occurred in Brumadinho - Minas Gerais, in 2019. To achieve this, it studied the theories about socio-environmental responsibility, communication strategy and the performance of the public relations professional, with the purpose of marking a parallel between the concepts and showing their interdependence. This way, the following procedures were used to collect and analyze the data: bibliography research, semi-structured interview and content analysis. In this wise, from the dialogue of the reference authors of this paper and from the analysis performed, it is evident the use of socio-environmental responsibility as a communication strategy in the Vale’s YouTube Channel, especially when it comes to the social, environmental and economic dimensions of the dam disaster. This way, the communication strategies are: dialogue and transparency with society; use of communication in order to give protagonism to the company, reinforcing its commitment and responsibility with the tragedy; generate positive images regarding actions and improve the reputation; guide certain actions to make others that would be of public interest invisible (SILVA; BALDISSERA, 2017); highlight their institutional positioning through the videos and anticipate possible questions that could occur in the context of what was being done. Thus, this researcher look forward that this research may contributes in Communication area and mainly in the understanding of the socio-environmental responsibility beyond speech, but as a relevant and priority practice in the context of the organizations, mostly organizations that act in the extractive sector, considering the fact that people and professionals should always concern about the world that they are leaving for the next generations.