A comunicação dataficada das organizações: práticas comunicacionais das healthtechs brasileiras na pós-pandemia

Abstract

The communication of organizations is becoming more and more protagonist as technology advances in contemporary society. This fact can bring opportunities and challenges in an era of data, promoting an acceleration and transformation of relationship and sociability practices throughout the social fabric, especially after the covid-19 pandemic. Our thesis aims to offer contributions to the discussion of datafied communication in organizations, especially healthtechs, startups that work with digital health and well-being in Brazil. Our goal is to expand the understanding of the role of communication anchored by gigantic databases, further investigating its main developments regarding the communication practices of this sector on the web. Our corpus is composed of two Brazilian healthtechs to try to understand topics such as strategies and dynamics of interaction and relationship with publics by working with data in communication. Our methodological path runs through the bibliographic review (GIL, 2010; OLIVEIRA, 2001; STUMPF, 2003) in the search to support and understand our research problem. In the field, we used semi-open in-depth interviews with spokespersons from both healthtechs, triangulating them with two important methodological techniques to seek connections that may indicate data collection strategies for communication actions: the analysis of the communication of the organizations' own media; and the content analysis (BARDIN, 1997) of their posts on their official Instagram profiles, with a time frame from September to November 2022. Our research can be considered exploratory by nature, bringing more questions than answers to the field of Communication.