Organicom addresses in depth a special theme, in each edition, organized in the form of a dossier, bringing reflections on trends for the activity and for research in communication.
Universidade de São Paulo. Escola de Comunicações e Artes
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Communication, diversity, and inclusion in organizations: disputes, practices, and critical perspectives
Copyright (c) 2025 Patricia Carla Gonçalves Salvatori, Tiago Mainieri de Oliveira https://creativecommons.org/licenses/by-nc-sa/4.0
Scenes of diversity dissent: reflections in light of the political function of public relations
This article discusses the convergence of scenes of dissent in diversity, equity, and inclusion (DEI) organizations in light of theoretical approaches to the political function of public relations. Considering social intersections such as male domination, non-thinking in the name of the normative, and the absence of intersectionality, the discussion is anchored in the scene method to consider the (im)possibilities of public relations in this ecosystem.
Copyright (c) 2025 Marcelo de Barros Tavares https://creativecommons.org/licenses/by-nc-sa/4.0
Feminisms and resignification of the labor market: discursive analysis of the communication consultancies Think Eva
In recent years, feminist agendas have gained visibility in the media and influenced market dynamics, shaping consumer practices and prompting brands to adopt more socially conscious positions. This research investigates how the Think Eva consultancy, in 2020, employed these agendas as a marketing strategy, categorizing the primary themes addressed. Furthermore, we verified the persistence of these themes in the 2024 scenario. The analysis draws on netnography and discourse analysis as methodological approaches, aiming to understand the intersections between communication, gender, and market strategies.
Copyright (c) 2025 Danyelle Alves da Paixão, Soraya Bernardino Barreto Januário https://creativecommons.org/licenses/by-nc-sa/4.0
Beyond consensus: an interview with E. Ciszek on dissensus, intersectionality and the critical future of Public Relations
E. Ciszek, an exponent of critical theory in Public Relations, redefines the relationship between activism and Public Relations through the lens of intersectionality. The scholar advocates that Public Relations must go beyond superficial diversity (rainbow washing), adopting a role in social justice. Ciszek introduces the concept of dissensus (productive disagreement) in the digital environment. The text calls upon professionals to act as social actors, using communication to destabilize inequities and promote structural change, while maintaining ethical integrity and consistency.
Communication, climate emergency, and the Amazon: an interdisciplinary and cosmopolitical challenge
Copyright (c) 2025 Thaís Brianezi, Israel de Jesus Rocha, Aline Ferreira Lira https://creativecommons.org/licenses/by-nc-sa/4.0
Critical review: Invisible violence in organizational contexts: inequalities, vulnerabilities, and resistance
The book Invisible Violence in Organizational Contexts: Inequalities, Vulnerabilities, and Resistance was published in 2024 by Editora Sulina and was written by Ângela Cristina Salgueiro Marques, professor in the Graduate Program in Social Communication at the Federal University of Minas Gerais (UFMG), and Luís Mauro Sá Martino, professor in the Graduate Program in Communication at Faculdade Cásper Líbero, São Paulo. The book discusses key concepts for understanding forms of violence practiced in organizational contexts, which produce vulnerabilities in unequal, contextual, and situational ways. However, far from thinking of them as the result of power relations that paralyze individuals, the authors argue that, based on affections and relational autonomy, it is possible to produce fissures, resistance, responses, and actions against forms of invisible violence.
Copyright (c) 2025 Marlon Santos Dias https://creativecommons.org/licenses/by-nc-sa/4.0
Climate justice in the Amazon: analysis of Instituto Socioambiental communication as COP30 approaches
The 30th COP, held in Belém in 2025, has brought new impetus to the discussion on climate justice in the Amazon and Brazil. COP will need to identify solutions that benefit segments of the world’s population that suffer the impacts of extreme events. This article analyzes, through the communication practices of ISA, an NGO with over 30 years of experience, how the perspective of climate justice can be incorporated into communication about the Amazon.
Copyright (c) 2025 Luciana Miranda Costa, Pedro Martins, André Wolmer de Melo https://creativecommons.org/licenses/by-nc-sa/4.0
Organizational communication and diversities: cynical-degenerative discursive strategies
This study aims to reflect on how companies recognized as exemplary employ cynicism in their discourses on diversity and difference. We analyzed discursive enunciations on this topic, produced by eleven organizations highlighted in the Exame Diversity Guide and published on their institutional websites. The analyses revealed the use of the cynic-degenerative strategy as a mechanism through which companies appropriate the discourses of minoritized groups, reframing them under managerial logics. At the same time, they preserve the appearance of convergence with broader social agreements, projecting an image of alignment with inclusion while maintaining traditional structures of power.
Copyright (c) 2025 Rudimar Baldissera, Sérgio Gabriel Fajardo, Bruno Garcia Vinhola, Diego Wander Montagner, Renata Karoline Kehl https://creativecommons.org/licenses/by-nc-sa/4.0
The inclusion of deaf people in organizations: challenges and contributions of organizational communication
The inclusion of deaf people in organizations has become a topic of growing importance in the contemporary corporate context, especially as society becomes more aware of the need to create diverse and inclusive spaces. In this sense, this article seeks to investigate the main challenges faced by deaf people in the corporate environment, discuss the contributions that organizational communication can offer to overcome them, and analyze the inclusion practices adopted by the organizations studied, presenting examples of deaf people’s participation in the labor market.
Copyright (c) 2025 Daniela Priscila de Oliveira Veronezi, Tiago Mainieri https://creativecommons.org/licenses/by-nc-sa/4.0
Female leadership as a discursive strategy for reputational construction
This article aims to highlight the strategies for valuing female leadership in the reputational construction of Natura and the Boticário Group. As a methodology, we opted for Qualitative Exploratory Research using Orlandi’s (2015) Discourse Analysis technique, in conjunction with Bakhtin’s (2011, 2015) contributions. The analysis corpus consists of the organizations’ annual reports from 2020 and 2024. The results evidence that organizational practices and discourses reiterate the interdiscourse of valuing the female presence in leadership positions at Natura and the Boticário Group.
Copyright (c) 2025 Denise Pagnussatt, Francielle Benett Falavigna, Cristiano Max Pereira Pinheiro https://creativecommons.org/licenses/by-nc-sa/4.0
Marginalized, yet “essential”: street sweepers in Limpurb’s discourse
The article analyzes the discourse of Salvador Urban Cleaning Company (Limpurb) regarding sanitation workers, with the aim of understanding its relationship with the discursive memory of marginalization historically associated with this professional category. To what extent does this discourse reinforce or shift away from such memory, and what other effects of meaning does it produce? The research sample consists of institutional press releases published on Sanitation Workers’ Day between 2021 and 2025. Grounded in the French tradition of Discourse Analysis, in dialogue with the studies of Argentine semiotician Eliseo Verón, and based on the understanding of organizational communication as a process of dispute over meanings (Baldissera, 2008), the article demonstrates how, in seeking to add symbolic value to Limpurb, the institutional enunciator distances itself from openly prejudiced meanings associated with sanitation workers, while still prioritizing voices that speak about them from socially legitimized positions of power.
Copyright (c) 2025 Lucas de Sant’Anna Fernandes Lucas, Lidiane Santos de Lima Pinheiro https://creativecommons.org/licenses/by-nc-sa/4.0
Diversity structures and communication strategies on disability in Brazilian companies
The article aims to map the organizational diversity structures and the role of organizational communication in strategies for including people with disabilities in a group of 44 companies operating in Brazil. The results reveal punctual actions focused on legal quota compliance, highlighting as a challenge the need for more strategic approaches to consolidate inclusion as an organizational value through the production of shared meanings.
Copyright (c) 2025 Maria Aparecida Ferrari, Evelyn Carvalho Teixeira https://creativecommons.org/licenses/by-nc-sa/4.0
Rejections of diversity in organizational communication: madness and sexuality dispositifs in media literacy
This article investigates emerging rejections of diversity in media literacy initiatives. From our situated knowledges, we analyze utterances and omissions that invalidate topics like disability access and sexual diversity. These expressions are understood as attempts to preserve dominant power relations. We conduct a critical genealogical analysis, drawing on Foucault, examining these manifestations as contemporary workings of the dispositifs of madness and sexuality. This shows they perpetuate repressive normalizations suppressing dissidence.
Copyright (c) 2025 Carlise Porto Schneider Rudnicki, Phillipp Dias Gripp https://creativecommons.org/licenses/by-nc-sa/4.0
Natura’s Valentine’s Day: reflections on the impact of conservatism in advertising campaigns
This study analyzes Natura’s Valentine’s Day advertising campaigns between 2020 and 2025, considering the presence of Black people, people with disabilities, and LGBTQIAPN+ individuals. It is a multivariate, descriptive, and documentary case study based on official materials published on YouTube. The analysis, grounded in Critical Discourse Analysis and comparative methods, reveals tensions between the brand’s inclusive positioning and corporate contradictions within a context of rising conservatism.
Copyright (c) 2025 Fatine Conceição Oliveira, Joana Ziller de Araujo Josephson, Steyce Dayane Lopes, Mohara Magalhães Bhering Villaça https://creativecommons.org/licenses/by-nc-sa/4.0
From insult to resistance: the performative power of language in Judith Butler
Judith Butler's book Hate Speech: A Politics of the Performative, published by Editora Unesp in 2021 and originally released in 1997, contextualizes and questions the linguistic and social mechanisms that operate in abusive discourse, with a special focus on the experiences of marginalized groups. Thus, it offers us a lens through which to problematize contemporary society, especially in light of the proliferation of hate speech on digital networks and the growing use of artificial intelligence.
Copyright (c) 2025 Eduardo Bianchi https://creativecommons.org/licenses/by-nc-sa/4.0
Diversity and happiness in Heineken’s organizational communication in Brazil
This article seeks to understand how diversity and happiness management reflect in corporate communication in Brazil. Through a case study of Heineken, it was observed that the company uses happiness to strengthen its social image, both through actions that impact employees and externally, communicating its commitment to social issues. As a result, it was found that this strategy demonstrates a recurring scenario where individual values are aligned with business objectives.
Copyright (c) 2025 Andres Raphael Cabral Colmenero, Tarcisio Torres Silva https://creativecommons.org/licenses/by-nc-sa/4.0
Exclusions in the advertising job market in Brazil
This study investigates the perception of professionals about the advertising job market in Brazil. For this purpose, semi-structured interviews and content analysis were used to evaluate the data. The results show that the research subjects recognize unequal access, especially for women, black people, and LGBTQIAPN+ individuals. The application of diversity and inclusion politics is necessary to build an equitable work local that is consistent with the plurality of Brazilian society.
Copyright (c) 2025 Beatriz Molari https://creativecommons.org/licenses/by-nc-sa/4.0
Communication, diversity, and LGBTQIAPN+ inclusion: a case study in a technology company in Recife
This article analyzes the perceptions of LGBTQIAPN+ professionals regarding diversity policies and practices in a technology company located in Recife’s tech hub. Based on semi-structured interviews, treated through Content Analysis, it examines how institutional actions, and communicational dynamics influence the everyday experience of inclusion. The results indicate considerable progress, but also the persistence of cultural and structural barriers, highlighting the strategic role of organizational communication in consolidating effectively inclusive corporate environments.
Copyright (c) 2025 Leonardo Mozdzenski, Francisco Montenegro https://creativecommons.org/licenses/by-nc-sa/4.0
Scientific and journalistic fields in the construction of climate disasters as a public problem
This research investigates how scientists perceive journalistic coverage of climate disasters. Methodologically, it conducts interviews to discuss axes and illustrate them with examples of recent disasters. It assumes that scientists are the primary definers of this coverage. It identifies the coexistence of different approaches to disasters and concludes that there are precarious intelligibilities on the subject that anchor the work of both scientists and journalists.
Copyright (c) 2025 Marcia Franz Amaral https://creativecommons.org/licenses/by-nc-sa/4.0
Digital accessibility for people with ASD on the ALESP portal: challenges of digital public communication
This study analyzes ALESP’s digital public communication from the perspective of the inclusion of people with ASD. Using an exploratory and qualitative approach (Santaella, 2002), it investigates of accessible practices on the institution’s portal. It draws on Sassaki (2005), Ferraz (2020), and Gil and Matos (2012). The analysis reveals a lack of resources such as text readers and simplified language, limiting the participation of neurodivergent people. It concludes that public communication is only democratic if it considers the plurality of subjects and forms of expression.
Copyright (c) 2025 Marcelo Damasceno, Amanda Ganzarolli https://creativecommons.org/licenses/by-nc-sa/4.0
Memory practices between river margins: photographic gestures of occupation in the Amazonian riverside territory
This visual essay analyzes territorial memory practices in Amazonian riverine communities through five photographs. The images reveal ways of dwelling, eating, and caring that affirm everyday resistance and reinscribe ordinary gestures such as crossings and food rituals. Photography is treated as a political and aesthetic device of memory, belonging, and identity, unveiling the territory as a sensitive matrix of ancestry, struggle, and symbolic inventiveness.
Copyright (c) 2025 Lucidalva Costa de Freitas, Victor Augusto Cavaleiro Corrêa, Marina Picazzio Perez Batista, Paulo Roberto Nassar de Oliveira https://creativecommons.org/licenses/by-nc-sa/4.0
Cacophony as a strategy of disinformation and demobilization on climate change
The article explores strategies of the global disinformation campaign on climate change, aiming to deconstruct its practices and identify potential obstacles to addressing the phenomenon. It adopts a theoretical-analytical lens based on the demobilization process to examine discourses on the Heartland Institute website, a think tank that leads global denialist efforts. Finally, it identifies cacophony as a strategy of disinformation and briefly reflects on the challenges fact-checking campaigns face when dealing with this practice.
Copyright (c) 2025 Daniel Reis Silva https://creativecommons.org/licenses/by-nc-sa/4.0
Connectivity, communication, and climate in the Amazon: local,regional, and global contexts
Connectivity in Amazonia involves environmental, social and digital challenges. Ecological degradation compromises the resilience of the forest, while a digital exclusion limits access to information and education in remote communities. If climate change aggravates the situation, affecting the communication infrastructure. Disasters reflect a development model that disrupts natural flows and makes traditional populations invisible. Some initiatives in Santarém and Carauari showed that significative connectivity can reinforce communities and promote socioenvironmental protection.
Copyright (c) 2025 Rachel Trajber, Jose Antonio Marengo, Regina Celia dos Santos Alvalá, Rita Marcia da Silva Pinto Vieira https://creativecommons.org/licenses/by-nc-sa/4.0
Amazon in Climate Risk and the Role of Communication
For the dossier "Communication, Climate Emergency and the Amazon" in this edition of Organicom, and in light of the extreme threat to the Amazon biome—which depends on a balanced climate regime and rainfall distribution—we interviewed, in April, Professor Carlos Nobre, a meteorologist and one of the world’s leading experts on climate and its changes. After a brief explanation of some of the factors threatening the Amazon, which is already nearing a “point of no return,” Nobre shares his views on related topics: the challenge of the 30th COP (Conference of the Parties, United Nations), to be held in Belém (Amazonas) in November 2025; the importance of climate scientists improving communication in order to confront the crisis; the fully viable bioeconomy of a standing forest; and the relevance of climate education and communication for children and young people.
Copyright (c) 2025 Myrian Regina Del Vecchio-Lima, Vanessa Witzki Colatusso https://creativecommons.org/licenses/by-nc-sa/4.0
Estúdio-Floresta as an Educommunicative Strategy for Popular Denunciation and Announcement in the Rondônian Amazon
This paper reports on the relationships and expressions of the Estúdio-Floresta (Forest-Studio) activity, carried out within the “Jornada Regional de Educomunicação” (Regional Journey of Educommunication) project, between May 2024 and January 2025, in regions of socio-environmental conflict in Rondônia. The experience, mediated by the Radio, Education, and Citizenship Research and Extension Group of the Federal University of Rondônia, resulted in the collective production of nine audio podcasts with announcements and denunciations by those who live the realities of the struggle for land, water, and standing forests.
Copyright (c) 2025 Evelyn Morales https://creativecommons.org/licenses/by-nc-sa/4.0
Climate crisis, too much information and too little action: how plain language can contribute
Climate mobilization remains weak, partly due to how the crisis is communicated. This study examines informed ignorance, environmental hypocognition, and the notion that communication is merely information sharing. Messages are highly technical—understandable to only 10% of Brazilians—and cognitively demanding. Technical jargon and uncertainty hinder understanding. The use of Plain Language, already applied in public policies, is proposed to enhance clarity. The Brazilian community could lead intersectoral actions and develop a replicable communication model.
Copyright (c) 2025 Heloisa Fischer https://creativecommons.org/licenses/by-nc-sa/4.0
Socioenvironmental journalism amid narrative disputes and ecoterritorial resistances: a conceptual proposal
This article proposes the formulation of socioenvironmental journalism based on Political Ecology, socioenvironmentalism, and decolonial thought, with emphasis on ecoterritorial conflicts and resistances in the Amazon. It critiques the limits of mainstream coverage—marked by institutional voices and the erasure of collective subjects—and argues for a relational, situated practice committed to socio-environmental and climate justice, grounded in active listening and the recognition of local knowledge.
Pedro Henryque Paes Loureiro de Bragança
Copyright (c) 2025 Pedro Loureiro de Bragança, Laiza Mangas, Rosane Steinbrenner https://creativecommons.org/licenses/by-nc-sa/4.0
Systematic review on communication and financial sustainability in Non-Governmental Organizations: contributions and gaps in recent literature
This article presents a systematic literature review, based on the Prisma protocol, to analyze how communication strategies contribute to the financial sustainability of NGOs. Drawing on seven studies (2020–2024), three core themes emerge: digital media for fundraising, transparency as a foundation of institutional legitimacy, and stakeholder-based communication segmentation. Strategic communication is identified as a key element for organizational strengthening and financial sustainability in the nonprofit sector.
Copyright (c) 2025 Danielle Passos de Jesus Santos, José Alberto Carvalho dos Santos Claro https://creativecommons.org/licenses/by-nc-sa/4.0
Discourses on climate (in)justice in the Amazon reports from COP-30in Sumaúma
Based on environmental journalism, this text aims to discuss the perspective of climate (in)justice based on reports from Sumaúma about the preparations for COP-30, which gives visibility to the relationship between the Amazon and the climate emergency. Methodologically, we adopted Pecheutian Discourse Analysis. As a result, we point out that climate justice permeates the discourse of the analyzed reports in different ways, demonstrating an advance in relation to mainstream journalism. Sumaúma presents discursive formations of transformative and participatory justice, revealing contextualized and plural coverage.
Copyright (c) 2025 Cláudia Herte de Moraes, Eloisa Beling Loose https://creativecommons.org/licenses/by-nc-sa/4.0
Petroleum at the Foz of the Amazonas: social, economic and environmental frameworks in the media agenda
Petroleum exploration at the Foz of the Amazon is a multifaceted issue. The objective is to analyze Folha de S.Paulo’s coverage of the topic in order to see how it is approached from social, economic, and environmental spheres. Based on the perspective of media framing and content analysis over a 27-month period, 112 publications compose the sample. The predominant framing is environmental, demonstrating that the media is aligned with global debates on sustainability.
Copyright (c) 2025 Juliana de Oliveira Vicentini https://creativecommons.org/licenses/by-nc-sa/4.0