Abstract

VOLPATO, Alana Nogueira; GOMES, Alana Carolina  and  YADOMI, Simone. Stage metaphor: Roles and actors in the mediatized organizational scene. Inmediac. Comun [online]. 2020, vol.15, n.2, pp.139-156.  Epub Dec 01, 2020. ISSN 1510-5091.  https://doi.org/10.18861/ic.2020.15.2.3017.

Understanding organizations is essential to understand the construction of contemporary social dynamics. With the increasingly evident overlap between communication, society and culture, it is necessary to unveil the complex relationships that organizations establish in mediated society. This article aims to explore Erving Goffman’s theory of social dramaturgy and its application in the mediated organizational context, articulating some central aspects of contemporary organizations: organizational and strategic communication, mediatization and innovation culture. For this, we carry out a review of the academic bibliography referring to these concepts, relating them to the theory of social dramaturgy, to then reflect on the metaphor of the stage in the contemporary environment. In the interaction scenes in mediated society, the roles of the organizational actors are reviewed and the scenarios are reconfigured, creating new possibilities for organizations as well as challenges and opportunities for organizational communication.

Keywords : metaphor; mediatization; organizational communication; strategic communication; innovation culture.

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