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Propaganda empresarial^[1] refers to the strategic use of communication by corporations to shape public perception and attitudes towards their interests. Originating in the 20th century, propaganda was initially viewed as a tool for psychological manipulation, with key figures like Edward Bernays redefining its role in relações públicas^[2]. Despite its negative connotations, especially from its use in World War I and Nazi Germany, Bernays asserted its potential for ethical application in influencing consumidor^[4] behavior and societal norms. However, the manipulative nature of propaganda often blurs its distinction from ethical public relations. The impact of corporate propaganda extends beyond influencing consumer choices; it shapes societal narratives and drives public opinion, necessitating research into its psychological mechanisms, societal effects, and ethical implications. Its role in the digital age, particularly in redes sociais^[3], is also an area of growing interest.

Definições de termos

1. ↑ Propaganda empresarial ( Corporate propaganda )

1 Corporate propaganda refers to the strategic use of communication by corporations to shape public perception and attitudes towards their interests. Originating in the 20th century, propaganda was initially viewed as a tool for psychological manipulation, with key figures like Edward Bernays redefining its role in public relations. Despite its negative connotations, especially from its use in World War I and Nazi Germany, Bernays asserted its potential for ethical application in influencing consumer behavior and societal norms. However, the manipulative nature of propaganda often blurs its distinction from ethical public relations. The impact of corporate propaganda extends beyond influencing consumer choices; it shapes societal narratives and drives public opinion, necessitating research into its psychological mechanisms, societal effects, and ethical implications. Its role in the digital age, particularly in social media, is also an area of growing interest.

2 Corporate propaganda refers to the strategic use of communication by corporations to shape public perception and attitudes towards their interests. Originating in the 20th century, propaganda was initially viewed as a tool for psychological manipulation, with key figures like Edward Bernays redefining its role in public relations. Despite its negative connotations, especially from its use in World War I and Nazi Germany, Bernays asserted its potential for ethical application in influencing consumer behavior and societal norms. However, the manipulative nature of propaganda often blurs its distinction from ethical public relations. The impact of corporate propaganda extends beyond influencing consumer choices; it shapes societal narratives and drives public opinion, necessitating research into its psychological mechanisms, societal effects, and ethical implications. Its role in the digital age, particularly in social media, is also an area of growing interest.

2. ↑ relações públicas.

1 As relações públicas, muitas vezes abreviadas como RP, são um processo de comunicação estratégica que cria relações mutuamente benéficas entre as organizações e os seus públicos. Este domínio, cujas raízes remontam ao início do século XX, com figuras-chave como Ivy Lee e Edward Louis Bernays, centra-se principalmente na gestão da perceção de uma organização junto dos seus intervenientes. O papel dos profissionais de RP pode variar desde a conceção de campanhas de comunicação até à gestão de situações de crise. Trabalham em diferentes sectores, como empresas de RP, agências governamentais e organizações sem fins lucrativos. As tácticas de RP podem incluir a comunicação financeira, a publicidade junto dos consumidores, a resposta a crises, a gestão de litígios jurídicos e o envolvimento do governo. Os profissionais de RP também seguem códigos de ética e normas internacionais para equilibrar os interesses públicos e privados.

2 As relações públicas, muitas vezes abreviadas como RP, são um domínio complexo que gira principalmente em torno da gestão da comunicação entre uma organização e as suas partes interessadas. Trata-se de um processo de comunicação estratégica que ajuda as organizações e os indivíduos a construir relações mutuamente benéficas com o público. As raízes das relações públicas remontam ao século XX, mas foram pioneiros como Ivy Lee e Edward Bernays que definiram a sua prática atual. Na sua essência, as RP envolvem a gestão da divulgação de informações com o objetivo de influenciar a opinião e a perceção do público. As principais responsabilidades dos profissionais de RP incluem a conceção de campanhas de comunicação, a gestão da reputação, a gestão de crises, o conhecimento da marca e a gestão de eventos. Também tiram partido das plataformas das redes sociais para o marketing e adaptam as mensagens às diferentes necessidades do público. Apesar da sua importância, esta área é alvo de críticas devido a práticas negativas, como o spin e comportamentos pouco éticos. No entanto, para contrariar estas críticas, organizações como a CIPR, a PRSA e a IPR publicaram códigos de ética para orientar os profissionais de RP.

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Glossary: Corporate propaganda

Propaganda empresarial (Wikipédia)

Propaganda empresarial refers to corporations or government entities that spread specific ideology in order to shape public opinion or perceptions and promote its own interests. The more well known term, propaganda, refers to the spreading of information or ideas by someone who has an interest in changing another persons thoughts or actions. Two important early developers in this field were Harold Lasswell e Edward Bernays. Some scholars refer to propaganda terms such as public relations, marketinge advertising as Organized Persuasive Communication (OPC). Corporations must learn how to use OPC in order to successfully target and control audiences.

Significados alternativos:

Propaganda empresarial
Corporate propaganda refers to the strategic use of communication by corporations to shape public perception and attitudes towards their interests. Originating in the 20th century, propaganda was initially viewed as a tool for psychological manipulation, with key figures like Edward Bernays redefining its role in public relations. Despite its negative connotations, especially from its use in World War I and Nazi Germany, Bernays asserted its potential for ethical application in influencing consumer behavior and societal norms. However, the manipulative nature of propaganda often blurs its distinction from ethical public relations. The impact of corporate propaganda extends beyond influencing consumer choices; it shapes societal narratives and drives public opinion, necessitating research into its psychological mechanisms, societal effects, and ethical implications. Its role in the digital age, particularly in social media, is also an area of growing interest.

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