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Advisor(s)
Abstract(s)
Wolton(2020) asks in a quite clear way and not only in connection to much of what has been happening in our
recent times, from the need of a better approach to public communication campaigns during Covid-19
pandemic, to a lack of interest in communication research,why there seems to be an incapacity of intellectuals
and political personalities to consider communication as the great revolution of the last century. Maybe we
should go deeper and consider the specific area that deals specifically with the relationships between institutions
and their publics or stakeholders and that has been perspectivated as promoting understanding and trust but
seems to be constantly downplayed by the public actors; Corporate Communication(CC).During the XX century
two big areas emerged in communication research: textual analysis (from psychoanalysis to semiotics) and the
content analysis paradigm (understood here as exclusively a quantitative endeavor). Nowadays the quantitative
arena seems to be gaining influence, again, not anymore due to the mass media reception studies but to the
“interactions” quantifications of our social media way of life.This article will try to defend the need for a new
approach when dealing with CC research that normally has, as its main objects texts, but also conversations, the
quantification of social media interactions but so many times studies of the reception of messages sent in
different supports, not to speak about the different approaches to both recollect and analyze the data; from
questionnaires to participant observation or from interviews to content analysis of the manifest messages on the
mass media. Another important characteristic to take in account is the duration of the processes under analysis
as it’s not uncommon to deal with the need to monotorise and analyze a communication plan all along a year
and, not just, as we were used to, for instances in semiotics, to deal with corpus constructed according to
synchronic cuts.As in so many other areas in the behaviourial sciences, it will be defended the need for a better
understanding of the Mixed Method paradigm and its constraints when working in CC.Maybe the health
sciences might emerge as the most relevant example - when dealing with objects that are complex the research
methods must be able to account for that complexity, moreover, they must be able to answer complex research
questions -of the development of a new way to do scientific research beyond the QUAN/QUAL contest in CC
Description
Comunicação realizada com o apoio do Programa de Estímulo à Internacionalização do Corpo Docente ESCS
Keywords
Corporate communication Mixed methods Scientific research
Citation
Nunes, T., Raposo, A.L. & Eiró-Gomes, M., (2022, set, 19-21). Corporate Communication research: in search for its quintessential model. Comunicação apresentada, Online, no Qualis - II Congresso Internacional sobre Metodologia, Coimbra.