Comunicação orientada para cultura de paz nas organizações: uma proposta de análise da comunicação organizacional digital de três empresas do Pacto Global no Brasil

This article aims to understand some aspects of communication in organizations in order to identify which elements are essential for a communication dynamic focused on the culture of peace in a context that may or may not naturalize organizational violence. Although it may seem controversial, both dynamics (focused on a peace culture or violence) can be strained in the organizational environment as they value and legitimize strategic elements of communication in these same organizations. This conception is based on the understanding that companies, through the diffusion of their media discourses, either through their own official spaces or by other means, assume a significant role in society to schedule matters and establish standards. Thus, a demand arises for responsible communication, which has been used by companies as a form of competitive advantage to create and / or strengthen bonds with their audiences and, therefore, differentiate themselves in a market with competition fierce. For this, based on the principles discussed in Peace Studies and considering its multidisciplinary nature, there is in the Communication for Peace the debate about the appearance (or not) of violence through communicational dynamics. For this reason, we also support this paper in the strategic elements of Peace Journalism, which indicates forms of communication that stimulate a culture of peace in conflict scenarios. From this, it was possible to construct analytical categories, in order to list the essential characteristics that could indicate a direction of organizational communication as a potentializer of actions directed to the culture of peace or legitimizing organizational violence. This is because the communicational actions of companies, especially when referring to an institutional positioning, can influence behaviors and, consequently, in the consolidation of the organizational culture itself. In an attempt to check in a practical way the formulation of the developed categories, we selected three Brazilian companies that have long been committed to the Global Compact, an initiative of the United Nations, which seeks to bring elements linked to ethical and sustainable management into the organizational sphere, they are: Natura, Copel and ArcelorMittal. Therefore, we analyzed the institutional speeches propagated in the three selected videos of these companies, “Natura – The most beautiful tune”; “Institutional Copel Energia” and “Safety Day - ArcelorMittal” referring to the institutional campaigns of these companies that were published in the first half of 2019 on their official YouTube channels. The analysis of the material was performed based on the discursive proposal of stereotypes offered by Amossy (2008), which aligns the aspects of the enunciator's search for legitimation before an audience. To this end, four analytical categories were established to identify a communication directed towards peace, that is, one that is concerned with promoting dialogue, building collective values, generating social transformation and considering the historical and socio-cultural context in which they are inserted. The development of these categories was inspired by the perspective of Journalism for Peace (Lynch and Mcgoldrick, 2007; Cabral and Salhani, 2017) and by the dimensions of essential communication skills (Calonego, 2018). With the study, it was possible to identify that although organizations are committed to the goals established by the Global Compact, these elements are not necessarily presented in their institutional campaigns, indicating the need for organizational communication focused on peace. In addition, problems related to the alignment between the formulation of organizational discourse and its institutional communication were detected.