Comunicação organizacional estratégica : desenvolvimento de um modelo multidimensional de avaliação da eficácia comunicacional

Abstract

The evaluation of communication effectiveness remains one of the principal epistemological and methodological challenges in organizational communication, as most existing models continue to be predominantly guided by an instrumental rationale, emphasizing isolated metrics or aggregated indicators that hinder an integrated understanding of communication effectiveness as a relational, processual, and multidimensional phenomenon. In response to this gap, this dissertation aims to develop and empirically apply a multidimensional model for evaluating communication effectiveness in organizational contexts. The proposed model is structured through the articulation of four interdependent analytical dimensions - symbolic, relational, institutional, and strategic-and three complementary analytical perspectives: organizational levels, communication temporalities, and evaluative categories. The research adopts a single-case study design conducted in a community higher education institution, using an exploratory sequential mixed methods approach (QUAL→QUAN), grounded in the constructivist-interpretive paradigm and integrating semi-structured interviews, document analysis, a structured questionnaire, and systematic observation. The empirical application of the model revealed an asymmetric configuration of communication effectiveness, characterized by greater consolidation of the symbolic and institutional dimensions, contrasted with the weaknesses identified in the relational and strategic dimensions, particularly regarding the institutionalization of organizational listening, interaction practices, and the integration of communication into strategic organizational processes. The findings demonstrate that communication effectiveness does not manifest uniformly across organizations but rather through configurations produced by the interplay among different communicational dimensions, constituting a relational, processual, and contextually situated phenomenon that cannot be reduced to isolated indicators. The proposed model demonstrates analytical potential to integrate multiple dimensions and perspectives within an interpretive framework that broadens the possibilities for evaluating communication effectiveness, thereby contributing to the theoretical and methodological advancement of the field of organizational communication. [resumo fornecido pelo autor]