A importância da memória institucional como ferramenta de comunicação: o caso da Associação Peixe-Boi

Abstract

This work addresses the importance of Institutional Memory as a communication tool and seeks to understand how it is preserved and disseminated by the Peixe-Boi Association, the object of study of this research, through its social networks. We also sought to explore the concepts of Integrated Communication from the perspective of Kunsch (2003) and Félix (2020), Social Media highlighted in Martino (2014), Environmental Communication from the perspective of Dreyer (2023), Organizational Communication with an approach in Cruz (2014) and Institutional Memory from the perspective of Costa (1997), Huyssen (2000), Figueiredo and Bem (2013) and Seibt (2017). A qualitative approach was used, with a netnographic research method based on Corrêa and Rozados (2017), to analyze the communication practices of APB and its engagement with different audiences (internal and external), through reports exposed in informal conversations and on the association's Instagram profile. Therefore, scientific research on Institutional Memory as a tool that strengthens identity, promotes social interaction between audiences and contributes to the cultural, environmental and communicational appreciation of the organization.