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Abstract(s)
O presente trabalho pretende compreender e explicar a relação entre os fenómenos da comunicação e da responsabilidade social a partir da observação de quatro universidades públicas portuguesas, a Universidade da Beira Interior, a Universidade de Lisboa, a Universidade do Minho e a Universidade do Porto. Utilizando o estudo de caso múltiplo como método de pesquisa, procurou-se observar dois fenómenos: 1) a missão das universida-des públicas portuguesas na sociedade contemporânea; e 2) e o papel da comunicação organizacional e estratégica no cumprimento dessa missão, mediante a criação de um modelo capaz de prescrever as melhores práticas de comunicação para o cumprimento da responsabilidade social destas instituições. Os resultados da investigação mostraram que as universidades têm a missão de acompanhar e promover o progresso das sociedades, através do conhecimento e investigação que produzem. Este protagonismo assume particular re-levância na atualidade, num momento em que as expectativas face à sua atuação crescem e os públicos se diversificam. E, quando bem planeada e articulada com a estratégia organizacional, a comunicação pode ajudar as universidades a cumprir a sua missão social, gerando valor para si e para a sociedade. Isso implica, contudo, uma evolução dos modelos de comunicação das universidades que precisam de ser mais participativos.
This paper aims to understand and explain the relationship between communication and social responsibility through the observation of four Portuguese public universities, University of Beira Interior, University of Lisbon, University of Minho and University of Porto. Using the multiple case study as a research method, it was sought to observe two phenomena: 1) the mission of Portuguese public universities in contemporary society; and 2) and the role of organizational and strategic communication in fulfilling this mission, with the objective of building a model capable of prescribing the best communication practices for the fulfillment of social responsibility of these institutions. The results of the research showed that universities have a mission to monitor and promote the progress of societies, through the knowledge and research they produce. This role assumes particular relevance today, at a time when expectations regarding its performance grow and audiences are diversified. And, when well-planned and articulated with the organizational strategy, communication can help universities fulfill their social mission, generating value for themselves and society. This implies, however, an evolution in the communication models of universities that need to be more participatory.
This paper aims to understand and explain the relationship between communication and social responsibility through the observation of four Portuguese public universities, University of Beira Interior, University of Lisbon, University of Minho and University of Porto. Using the multiple case study as a research method, it was sought to observe two phenomena: 1) the mission of Portuguese public universities in contemporary society; and 2) and the role of organizational and strategic communication in fulfilling this mission, with the objective of building a model capable of prescribing the best communication practices for the fulfillment of social responsibility of these institutions. The results of the research showed that universities have a mission to monitor and promote the progress of societies, through the knowledge and research they produce. This role assumes particular relevance today, at a time when expectations regarding its performance grow and audiences are diversified. And, when well-planned and articulated with the organizational strategy, communication can help universities fulfill their social mission, generating value for themselves and society. This implies, however, an evolution in the communication models of universities that need to be more participatory.
Description
Keywords
Comunicação organizacional Missão organizacional Responsabilidade social organizacional Universidades públicas
Citation
Silva, S.; Ruão, T.; Gonçalves, G. (2021). Comunicar a responsabilidade social: um modelo de comunicação para as universidades públicas portuguesas. Estudos em Comunicação, vol 33 (2), pp.115-148. DOI: https://doi.org/10.25768/20.04.03.33.06