The “buzzfeedization” of the organizational communication on digital environment

Abstract

This article discuss the condensation of the contents of organizations on social networks based on concepts and authors who speak about spectacle, ephemerality, immediacy, liquidity, media visibility and success of the lists on the Internet. This aspect of the content – the lists – nominates the title of this work because we believe it is a reference to the site Buzzfeed, one of the main representatives of the format in the digital environment. Also we correlated the success of content in lists to a marketing method called inbound marketing, specialty that advocates the creation of engaging content and that permits to catch user’s attention. The three concepts of Baldissera (2009) – communicated, spoken and communicating organizations – is also a theoretical framework that helps to sustain the work. The methodology used was literature review.