Comunicação de crise : um aporte semiótico cultural

Abstract

This work focuses the communication in times of crisis from an angle very little considered. The purpose is to offer inputs for a discourse construction that is able to re-signify the organization in a positive way while facing unfavorable scenarios. The strategy is to give answers for the adverse event and, at the same time, to reflect above it positive and symbolic values such as transparency and sincerity of purpose in order to reduce the obvious negative effects. It is the responsibility of media professionals to handle consciously and professionally with a new kind of narrative in all language formats. Searching for favorable and plausible versions of interpreting the situation is not just a rhetorical intention, but it results from an engineering of coherent signs with cultural and current codes. The theoretical basis of this approach is grounded in Slavic scholars of Semiotics of Culture. The study of textual contents expanded to any type of expressive manifestation and mechanisms of cultural codes that structurally act in these contents (texts) allowed its application in strategies that are able to transform disorganization (crisis) into organization (non-crisis). It also helps us to find preventive procedures to a careful and enriching coexistence among all and always likely kinds of crisis.