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Propaganda empresarial

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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 public relations[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 consumer[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. public relations.
1 Public relations, often abbreviated as PR, is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. This field, which traces its roots back to the early 20th century with key figures like Ivy Lee and Edward Louis Bernays, primarily focuses on managing the perception of an organization among its stakeholders. The role of PR professionals can vary from designing communication campaigns to managing crisis situations. They work across different sectors such as PR firms, government agencies, and nonprofit organizations. PR tactics can include financial communication, consumer publicity, crisis response, legal dispute management, and government engagement. PR professionals also follow ethical codes and international standards to balance public and private interests.
2 Public relations, often abbreviated as PR, is a complex field that primarily revolves around managing communication between an organization and its stakeholders. It's a strategic communication process that helps organizations and individuals build mutually beneficial relationships with the public. The roots of public relations can be traced back before the 20th century, but it was pioneers like Ivy Lee and Edward Bernays who defined its modern-day practice. In essence, PR involves managing information dissemination with the aim of influencing public opinion and perception. The key responsibilities of PR professionals include designing communication campaigns, managing reputation, crisis management, brand awareness, and event management. They also leverage social media platforms for marketing and tailor messages to meet different audience needs. The field, despite its importance, faces criticism for negative practices such as spin and unethical behaviors. However, to counteract these, organizations such as CIPR, PRSA, and IPR have published ethical codes to guide PR practitioners.

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, marketing, and advertising as Organized Persuasive Communication (OPC). Corporations must learn how to use OPC in order to successfully target and control audiences.

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