Theoretical contributions on the midiatization and regionalization of communication a look at brazilian organizations

Abstract

Since the 1980s, an intense process of Midiatization and Regionalization of Communication has been observed in Brazil. Such sociocultural, economic and technological changes reflect on the evolution of media processes, being present in the modes of organization and functioning of the media with society. This article, produced through a case study (YIN, 2005), addresses the business and communication altogether of the Claudino Group, Coca-Cola and Fiat, which through the structuring and development of a regional media retain public and establish a positive image of its brand in the Brazilian media context. For theoretical construction purposes, the concepts of the following authors were considered: Fadul (2007), Neto (2008), Peruzzo (2009), Lima (2005), Melo (2006), Braga (2012) and Branco (2012). We note that the actions developed in the context of the communication of both organizations ended up building and implementing new interactional processes, also triggering the influence of the organization on the culture of a given locality.

(Image by Sasin Tipchai from Pixabay)