The Reflection of Mediatization in the Socio-technical Mirror of Organizations in the interior of Rio Grande do Sul (Brazil)

Abstract

In this study, we discuss the reflection of mediatization in the sociotechnical mirror of organizations in the interior of the state of Rio Grande do Sul, Brazil. From a theoretical-practical study, of an applied nature and with an exploratory objective, we seek to show how the uses and appropriations of the current media ecosystem are configured, while describing the communication strategies undertaken by a group of 13 organizations located in the northwest region of said state. As a method, we used participant observation, with techniques used to analyze the media and social networks of each of these organizations for 30 days. In addition, we carry out a strategic communication audit with specific audiences, together with in-depth interviews with professionals responsible for their communication. As a result, we describe the phenomenon of mediatization in our corpus, which is still being established.