Norminanda Montoya Vilar

Programa integral de comunicação para um setor econômico em crise: estudo de caso da comunidade de pescadores de Corumbá (MS, Brasil)

In the Framework of a cooperation project between UAB1 and the UFMS2, the authors moved to the Brazilian State Mato Grosso do Sul to study the case of the fishermen community in the River Paraguay (mainly in Corumba), which are suffering big crisis du to different economic, politic and environmental factors. It was detected an underlying problem of communication, that was approached by an ad-hoc Qualitative Methodology, based on the documental research of three scopes: a) paradigms of Organization and Corporate Communication, b) Historical and socioeconomic background and c) hardware and media contents. Simultaneously, it was developed a fieldwork base of 16 in-depth interviews and the direct observation of the place and environment in which this activity takes place. The results show that the productive and social crisis of the fishermen in Corumba is connected to an eventual crisis in terms of organizational and use of media, and an Integral Communication Plan is proponed as hypothesis which testing may conduct to its implementation in the rest of communities in River Paraguay and the rest of the world.En el marco de un proyecto de cooperacion entre la UAB y la UFMS, los autores nos trasladamos al estado brasileno de Mato Grosso do Sul para estudiar el caso de la comunidad de pescadores del Rio Paraguay (principalmente en Corumba), que esta viviendo una grave crisis debido a diferentes factores economicos, politicos y medioambientales. Se detecto un problema de comunicacion, que fue abordado mediante una Metodologia Cualitativa ad-hoc, basada en una investigacion documental de tres ambitos complementarios: a) paradigmas de la Comunicacion Organizacional y Empresarial, b) contexto historico y socioeconomico y c) infraestructuras y contenidos mediaticos. Paralelamente, se desarrollo un Trabajo de Campo basado en entrevistas en profundidad a 16 actores implicados y observacion directa del entorno. Los resultados indican que la crisis productiva y social de los pescadores corumbaenses esta relacionada con una crisis organizacional y de uso y presencia mediaticos, y se propone un Plan Integral de Comunicacion como hipotesis cuyo testeo podria llevar a su aplicacion en el resto de comunidades del Rio Paraguay y resto del mundo.

Plan integral de comunicación para un sector económico en crisis: estudio de caso de la comunidad de pescadores de Corumbá (MS, Brasil)

In the Framework of a cooperation project between UAB1 and the UFMS2, the authors moved to the Brazilian State Mato Grosso do Sul to study the case of the fishermen community in the River Paraguay (mainly in Corumba), which are suffering big crisis du to different economic, politic and environmental factors. It was detected an underlying problem of communication, that was approached by an ad-hoc Qualitative Methodology, based on the documental research of three scopes: a) paradigms of Organization and Corporate Communication, b) Historical and socioeconomic background and c) hardware and media contents. Simultaneously, it was developed a fieldwork base of 16 in-depth interviews and the direct observation of the place and environment in which this activity takes place. The results show that the productive and social crisis of the fishermen in Corumba is connected to an eventual crisis in terms of organizational and use of media, and an Integral Communication Plan is proponed as hypothesis which testing may conduct to its implementation in the rest of communities in River Paraguay and the rest of the world.En el marco de un proyecto de cooperacion entre la UAB y la UFMS, los autores nos trasladamos al estado brasileno de Mato Grosso do Sul para estudiar el caso de la comunidad de pescadores del Rio Paraguay (principalmente en Corumba), que esta viviendo una grave crisis debido a diferentes factores economicos, politicos y medioambientales. Se detecto un problema de comunicacion, que fue abordado mediante una Metodologia Cualitativa ad-hoc, basada en una investigacion documental de tres ambitos complementarios: a) paradigmas de la Comunicacion Organizacional y Empresarial, b) contexto historico y socioeconomico y c) infraestructuras y contenidos mediaticos. Paralelamente, se desarrollo un Trabajo de Campo basado en entrevistas en profundidad a 16 actores implicados y observacion directa del entorno. Los resultados indican que la crisis productiva y social de los pescadores corumbaenses esta relacionada con una crisis organizacional y de uso y presencia mediaticos, y se propone un Plan Integral de Comunicacion como hipotesis cuyo testeo podria llevar a su aplicacion en el resto de comunidades del Rio Paraguay y resto del mundo.

Integral communication plan for a specific economic sector in crisis: studycase of the community of fishermen in Corumbá (MS, Brazil)

In the Framework of a cooperation project between UAB1 and the UFMS2, the authors moved to the Brazilian State Mato Grosso do Sul to study the case of the fishermen community in the River Paraguay (mainly in Corumba), which are suffering big crisis du to different economic, politic and environmental factors. It was detected an underlying problem of communication, that was approached by an ad-hoc Qualitative Methodology, based on the documental research of three scopes: a) paradigms of Organization and Corporate Communication, b) Historical and socioeconomic background and c) hardware and media contents. Simultaneously, it was developed a fieldwork base of 16 in-depth interviews and the direct observation of the place and environment in which this activity takes place. The results show that the productive and social crisis of the fishermen in Corumba is connected to an eventual crisis in terms of organizational and use of media, and an Integral Communication Plan is proponed as hypothesis which testing may conduct to its implementation in the rest of communities in River Paraguay and the rest of the world.En el marco de un proyecto de cooperacion entre la UAB y la UFMS, los autores nos trasladamos al estado brasileno de Mato Grosso do Sul para estudiar el caso de la comunidad de pescadores del Rio Paraguay (principalmente en Corumba), que esta viviendo una grave crisis debido a diferentes factores economicos, politicos y medioambientales. Se detecto un problema de comunicacion, que fue abordado mediante una Metodologia Cualitativa ad-hoc, basada en una investigacion documental de tres ambitos complementarios: a) paradigmas de la Comunicacion Organizacional y Empresarial, b) contexto historico y socioeconomico y c) infraestructuras y contenidos mediaticos. Paralelamente, se desarrollo un Trabajo de Campo basado en entrevistas en profundidad a 16 actores implicados y observacion directa del entorno. Los resultados indican que la crisis productiva y social de los pescadores corumbaenses esta relacionada con una crisis organizacional y de uso y presencia mediaticos, y se propone un Plan Integral de Comunicacion como hipotesis cuyo testeo podria llevar a su aplicacion en el resto de comunidades del Rio Paraguay y resto del mundo.