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Abstract(s)
“…those who think they deserve to be pitied (and to be pitied on certain grounds) are unworthy to attain it and worthy not to attain it, it is impossible for pity to be felt." – Aristóteles (2007, p. 144)
Neste novo milénio é indiscutível que a perceção pública de qualquer organização irá moldar o seu futuro. Numa cultura de transparência onde todo o negócio necessita de saber informar os seus stakeholders por forma a se manter vivo, a comunicação é vital para o seu desenvolvimento económico.
Este projeto de estudo/investigação propõem-se procurar uma nova perspetiva sobre a qual a comunicação institucional das organizações não-governamentais (ONGs) possa ser realizada. Atualmente a comunicação desenvolvida por estas organizações é em grande parte norteada pelo paradigma de fomentar na audiência um determinado leque de ideias que a levem a aderir à sua mensagem sob pena de experienciarem sentimentos negativos, como a culpa, o medo, etc.
Este tipo de comunicação desencadeia no indivíduo em particular e na sociedade em geral um fenómeno definido por Luc Boltanski (2004) como “crise da piedade”, em que o indivíduo começa considerar que pouco ou nada pode fazer para ajudar aqueles em sofrimento, acabando por desenvolver uma certa dessensibilização para com a publicidade que apela à pena ou à empatia. É então fundamental entender quais os mecanismos que desencadeiam esta situação e quais aqueles que podem ser usados para resolver a tendência.
“…those who think they deserve to be pitied (and to be pitied on certain grounds) are unworthy to attain it and worthy not to attain it, it is impossible for pity to be felt." – Aristóteles (2007, p. 144 In this new millennium it is agreed that the publics perception of any organization will mold its future. In a transparency culture where every business needs to know how to inform its stakeholders in order to stay alive, communication is vital for economic development. This project of study/investigation proposes to look for a new perspective on which institutional communication of non-governmental organizations (NGOs) can be developed. Currently the communication created by these organizations is mainly guided by the notion that it needs to inspire in its audience an array of ideas that will push them to follow the organizations message under penalty of experiencing negative feelings like guilt, fear, etc. This communication process creates in the individual in particular and in society in general a phenomenon defined by Luc Boltanksi (2004) as a “crisis of pity”, in which the individual starts to consider that he can do little or nothing to help those in suffering, and eventually develops a desensitization towards advertisements that aim to produce feelings like pity or empathy. So, it is fundamental to understand which mechanisms create this situation in human psyche and discover ones that can be used to solve it.
“…those who think they deserve to be pitied (and to be pitied on certain grounds) are unworthy to attain it and worthy not to attain it, it is impossible for pity to be felt." – Aristóteles (2007, p. 144 In this new millennium it is agreed that the publics perception of any organization will mold its future. In a transparency culture where every business needs to know how to inform its stakeholders in order to stay alive, communication is vital for economic development. This project of study/investigation proposes to look for a new perspective on which institutional communication of non-governmental organizations (NGOs) can be developed. Currently the communication created by these organizations is mainly guided by the notion that it needs to inspire in its audience an array of ideas that will push them to follow the organizations message under penalty of experiencing negative feelings like guilt, fear, etc. This communication process creates in the individual in particular and in society in general a phenomenon defined by Luc Boltanksi (2004) as a “crisis of pity”, in which the individual starts to consider that he can do little or nothing to help those in suffering, and eventually develops a desensitization towards advertisements that aim to produce feelings like pity or empathy. So, it is fundamental to understand which mechanisms create this situation in human psyche and discover ones that can be used to solve it.
Description
Keywords
Apoio Público Branding e Soluções Dessensibilização Organizações Não-Governamentais Violência Visual