Resumen

KROHLING KUNSCH, Margarida M. Organizational Communication in the Digital Era: Contexts, Resources and Possibilities. Signo pensam. [online]. 2007, n.51, pp.38-51. ISSN 0120-4823.

This article places organizational communication within the complex context that characterizes contemporary society, and underlines the power of innovations in information technology and their impact on organizations. It also reflects on how organizational communications have evolved from the so-called information flows to the interactive and strategic processes that occur today in corporate communications. The article analyzes virtual community as an important strategic target, and it focuses the readers’ attention on the need for digital communication in organizations to adopt integrated communication, through appropriate planning, as a parameter.

Palabras clave : society; organizational communication; corporate communication; organizations; practices; strategies; digital era.

        · resumen en Español     · texto en Portugués     · Portugués ( pdf )