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Abstract(s)
Esta dissertação tem como tema a comunicação oficial de crise da PresidĂȘncia da RepĂșblica
Portuguesa (PRP) por ocasiĂŁo dos incĂȘndios florestais que aconteceram nos meses de junho e
de outubro de 2017, conhecidos, respectivamente, como Tragédia de Pedrógão Grande e
IncĂȘndios de Outubro. Os incĂȘndios de 2017 foram os mais nefastos da histĂłria de Portugal e
receberam uma grande cobertura da mĂdia internacional. Naquele ano, Portugal foi o paĂs que
mais sofreu com os fogos (UniĂŁo Europeia, 2018), tendo sido responsĂĄvel por,
aproximadamente, 90% das mortes em decorrĂȘncia de incĂȘndios florestais de toda a ĂĄrea
abrangida pelo relatĂłrio.
O principal fundamento teórico do estudo é a Teoria da Comunicação de Crise Situacional
(SCCT) de Coombs (2007). Na SCCT, Coombs (2007) identificou as variĂĄveis envolvidas numa
crise e apresentou as estratégias de resposta mais adequadas a serem aplicadas a cada tipo de
crise (Coombs, 2007). Por meio do método da anålise do discurso, descrevemos e comparamos
a comunicação da PresidĂȘncia da RepĂșblica Portuguesa na gestĂŁo das duas crises de origens
semelhantes (incĂȘndios florestais) separadas por apenas quatro meses (junho e outubro de
2017). A nossa intenção é contribuir para a compreensão das estratégias de resposta propostas
por Coombs (2007) quando aplicadas a uma comunicação exclusivamente baseada no modelo
de informação pĂșblica (Grunig & Hunt, 1984).
A investigação concluiu que a PRP optou pela estratégia de gestão do significado (Coombs,
2015) com informaçÔes de ajuste e predominùncia das respostas reparativas primårias da
categoria reconstrução e subcategoria compensação, produzindo a resposta adequada segundo
a SCCT (Coombs, 2007). No entanto, observamos que a comunicação de crise da PRP durante
os incĂȘndios de 2017 sĂŁo um caso em que as variĂĄveis â responsabilidade pela crise, histĂłrico
da crise e reputação relacional anterior â foram mais relevantes para a comunicação de crise
do que as mensagens propriamente ditas.
This dissertation has as object of study the official communication crisis of the Portuguese Presidency (PRP) for the forest fires that occurred in June and in October 2017, respectively known as the Tragedy of PedrĂłgĂŁo Grande and October Fires. The fires of 2017 were the most harmful in Portuguese history and received wide coverage by the international media. In that year, Portugal was the country that most suffered with the fires, according to a European Union report (2018), accounting about 90% of deaths from forest fires in the entire area covered by the report. The main theoretical basis of this study is the Situational Crisis Communication Theory (SCCT) (Coombs, 2007). At SCCT, Coombs (2007) identified the variables involved in a crisis and presented the most appropriate response strategies to be applied to each crisis types (Coombs, 2007). Through the method of discourse analysis, we described and compared the Portuguese Presidency's communication on the management of the two crises of similar origins (forest fires) separated for just four months (June and October 2017). Our intention is to contribute to the understanding of the response strategies proposed by Coombs (2007) when applied to a communication exclusively based on the public information model (Grunig & Hunt, 1984). The investigation concluded that the PRP opted for the managing meaning strategy with adjusting information and predominance of the primary reparative responses of the category rebuild and subcategory compensation, producing the appropriate response according to the SCCT (Coombs, 2007). However, we note that the PRP crisis communication for the fires of 2017 is a case in which the variables â crisis responsibility, crisis history and prior relationship reputation - were more relevant to the effectiveness of crisis communication than messages themselves.
This dissertation has as object of study the official communication crisis of the Portuguese Presidency (PRP) for the forest fires that occurred in June and in October 2017, respectively known as the Tragedy of PedrĂłgĂŁo Grande and October Fires. The fires of 2017 were the most harmful in Portuguese history and received wide coverage by the international media. In that year, Portugal was the country that most suffered with the fires, according to a European Union report (2018), accounting about 90% of deaths from forest fires in the entire area covered by the report. The main theoretical basis of this study is the Situational Crisis Communication Theory (SCCT) (Coombs, 2007). At SCCT, Coombs (2007) identified the variables involved in a crisis and presented the most appropriate response strategies to be applied to each crisis types (Coombs, 2007). Through the method of discourse analysis, we described and compared the Portuguese Presidency's communication on the management of the two crises of similar origins (forest fires) separated for just four months (June and October 2017). Our intention is to contribute to the understanding of the response strategies proposed by Coombs (2007) when applied to a communication exclusively based on the public information model (Grunig & Hunt, 1984). The investigation concluded that the PRP opted for the managing meaning strategy with adjusting information and predominance of the primary reparative responses of the category rebuild and subcategory compensation, producing the appropriate response according to the SCCT (Coombs, 2007). However, we note that the PRP crisis communication for the fires of 2017 is a case in which the variables â crisis responsibility, crisis history and prior relationship reputation - were more relevant to the effectiveness of crisis communication than messages themselves.
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Keywords
Assessoria de Imprensa Comunicação de Crise Comunicação Governamental IncĂȘndios Marcelo Rebelo de Sousa Portugal PresidĂȘncia da RepĂșblica RelaçÔes PĂșblicas Scct