Narrativas sensoriais em projetos de memória organizacional: uma possibilidade em estratégias de comunicação institucional

Abstract

Sensory narratives are exposed in this work as a strategic alternative, for effectiveness, in institutional memory communication projects of organizations. The path, to arrive at this proposal, goes through the understanding of basic concepts of organizations, which have in communication all their operational processes, from their constitution, development and eventual disappearance. We studied the complexity of organizational culture dimensions, highlighting constituent elements: rites, rituals, myths and organizational heroes. It addresses the relevance of strategic institutional communication and corporate identity, as well as its many connections were also highlighted. We observed that there are possible paths in institutional memory communication, highlighting the relevance and emergence of experience narratives, especially with regard to sensory communication, in memory projects. Finally, from some pieces of institutional communication of organizational memory of a company awarded by ABERJE – Associação Brasileira de Comunicação Empresarial, concrete sensory narratives were listed.