Comunica??o organizacional e discurso : disputa de sentidos na fanpage da Samarco a partir da ruptura da barragem de Fund?o em Mariana-MG.

Programa de P?s-Gradua??o em Comunica??o. Instituto de Ci?ncias Sociais e Aplicadas, Universidade Federal de Ouro Preto.Com esta pesquisa, objetiva-se investigar a disputa de sentidos constitu?da na fanpage da Samarco no primeiro m?s ap?s a ruptura da barragem de Fund?o, em Mariana-MG. O alicerce te?rico ? constru?do com base nas discuss?es acerca do ambiente digital, com destaque para o Facebook, a Comunica??o Organizacional contempor?nea e a An?lise do Discurso (AD). Assim, primeiramente, d?-se relevo ao ambiente midi?tico em que os discursos est?o inscritos a partir do delineamento do Facebook sob duas acep??es: o conceito de redes sociais na internet (RECUERO 2009; 2015) e os princ?pios que caracterizam os novos media, proposi??o de Manovich (2005). No que se refere ?s discuss?es sobre a Comunica??o Organizacional (CO) contempor?nea, a abordagem ? feita sob o vi?s do Paradigma da Complexidade, com base nas reflex?es de Morin (2003; 2015) e Scroferneker (2008; 2012; 2015). Debate-se, tamb?m, a reconfigura??o da CO diante dos processos comunicacionais constitu?dos em ambientes digitais, considerando o potencial de participa??o dos p?blicos e a apropria??o das plataformas de comunica??o digitais como ferramentas da Comunica??o Organizacional. Depois, aborda-se a An?lise do Discurso (AD) e as no??es-conceito de Condi??es de produ??o, Mem?ria discursiva, Estrat?gias discursivas, Contrato de comunica??o e Acontecimento discursivo, com base nas reflex?es de autores como P?cheux (1995), Orlandi (2012) e Charaudeau (2008; 2009abc; 2010). Com fundamento nessa tessitura conceitual, a metodologia foi desenvolvida em duas fases: na primeira, abordou-se a din?mica dos discursos produzidos pela Samarco no per?odo de 5 de novembro de 2015 a 5 de dezembro de 2015, recorte temporal da pesquisa. Ap?s isso, foram selecionadas tr?s postagens da empresa e seus respectivos coment?rios para uma an?lise aprofundada, considerando, tamb?m, as especificidades do ambiente digital e o modo como esse espa?o midi?tico conforma a constru??o discursiva. Al?m disso, a entrevista realizada com a jornalista respons?vel pelo gerenciamento da fanpage da Samarco contribuiu, de modo especial, para o entendimento acerca das condi??es de produ??o do discurso institucional. A an?lise propiciou a apreens?o da disputa de sentidos constitu?da entre a empresa e os usu?rios e tamb?m entre os pr?prios usu?rios ? com embates ou identifica??es ?, tendo como pano de fundo as tem?ticas relacionadas ? ruptura da barragem de Fund?o que emergiram na p?gina da Samarco no primeiro m?s ap?s o ocorrido.With this research, we aim at investigating the dispute of meanings constituted on Samarco?s Facebook fanpage in the first month after the burst of Fund?o dam, in Mariana-MG. The theoretical foundation is built on discussions about digital environment, especially Facebook, Contemporary Organizational Communication and Discourse Analysis. Firstly, the media environment in which the discourses are written, based on the design of Facebook, is highlighted in two ways: the concept of social networks on the Internet (RECUERO 2009; 2015) and the principles that characterize the new media, a proposition of Manovich (2005). With regard to the discussions on contemporary Organizational Communication (OC), the approach is made under the bias of the Complexity Paradigm, based on the throughts of Morin (2003, 2015) and Scroferneker (2008; 2012; 2015). We also discuss the reconfiguration of OC in the context of communication processes in digital environments, considering the potential of public participation and the appropriation of digital communication platforms as tools of Organizational Communication. After these discussions, we built approaches to the "speech space" of Discourse Analysis, and the concept notions of Conditions of Production, Discursive Memory, Discursive Strategies, Contract of Communication and discursive event, based on the reflections undertaken by authors such as P?cheux ( 1995), Orlandi (2012) and Charaudeau (2008; 2009abc; 2010). Based on this conceptual framework, the methodology was developed in two phases: in the first one, we dealt with the dynamics of the speeches produced by Samarco from November 5th, 2015 to December 5th, 2015, the temporal cut of the research. After that, three postings made by the company and their respective comments were selected for an in-depth analysis considering also the specificities of the digital environment and the way in which this media space conforms the discursive construction. In addition, the interview conducted with the journalist who manages Samarco?s fanpage contributed, in a special way, to understand the conditions of production of the institutional discourse. The analysis led to the apprehension of the dispute between the company and the users, as well as among users themselves - from clashes or identifications ? having as background the issues related to the rupture of Fund?o dam that emerged on Samarco?s fanpage in the first month after the event