Os quatro paradigmas da comunicação estratégica e o ensino em Portugal

Evandro Samuel Oliveira, Teresa Ruão

Resumo


A área da Comunicação Estratégica tem crescido nos

últimos anos, dando origem a diversos programas de
formação em instituições do ensino superior Portuguesas,
incluindo mestrados e programas doutorais. Esta
crescente importância científica do campo, que integra
o estudo da comunicação como uma prática social em
contextos estratégicos e organizacionais, conduziu
também à adoção de diferentes tradições de investigação.
Mas como podemos conhecer a história da Comunicação
Estratégica em Portugal e identificar os enquadramentos
teóricos de referência desta área de estudo? Ora, foi
esta questão que desencadeou a nossa investigação que
pretende, assim: (1º) refletir sobre o estado da arte deste
campo de estudo; (2º) criar a base para uma reflexão
sistemática e orientadora de diferentes paradigmas de
investigação no âmbito da Comunicação Estratégica;
bem como, (3º) identificar a presença das tradições de
investigação no ensino superior em Portugal.


Palavras-chave


comunicação estratégica; paradigmas; comunicação organizacional; relações públicas; comunicação corporativa; comunicação de negócios

Texto Completo:

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