Projecto de Investigao

A interactividade simulada:
Respondedores, provedores e outros amortecedores institucionais

Rogrio Ferreira de Andrade

Resumo
O interface de relacionamento das organizaes com as pessoas est hoje povoado de
instncias humanas, humanides ou mesmo mecnicas de interaco simulada. De
facto, alguma coisa de importante se est irremediavelmente a perder na relao das
organizaes com os seus clientes. As situaes de faz-de-conta-que-se-responde-semresponder multiplicam-se nas empresas e instituies de todas as reas da actividade.
Respondedores automticos, instrues mecnicas, formulrios normalizados, callcenters, reguladores e provedores orgnicos de discurso redondo amortecem e fazem
frequentemente uma mediao-sem-rosto. As organizaes migraram para o
ciberespao e criaram os seus condomnios fechados, agravando os vcios e os abusos j
detectveis no mundo bem euclidiano de todos os dias. Neste projecto de investigao
propomo-nos mostrar como a retrica da acessiblidade e da transparncia veio
substituir-se ao rosto e palavra responsvel de representantes das organizaes - que ,
afinal, aquilo por que o cliente/utente anseia quando se sente lesado ou ofendido.
Palavras e expresses-chave
Interactividade, atendedores, provedores, reguladores, call centers, mediao-sem-rosto,
democracia organizacional, abusos

Rogrio Ferreira de Andrade doutorado em Cincias da Comunicao pela Universidade Nova de

Lisboa. Os seus interesses preferenciais de ensino e de investigao so os Estudos organizacionais;
Comunicao estratgica; Processos de sentido nas organizaes (identidades, imagens e reputaes);
Discursos e narrativas organizacionais; Media, novos media e ambientes crticos das organizaes;
Movimentos sociais e campos da aco estratgica; Democracia organizacional e abusos.

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