A responsabilidade social como estratégia de comunicação no combate às violências de gênero: um estudo de caso da Avon

Abstract

In the present study, the key role of public relations in the creation of actions of organizational communication and social responsibility that contribute to the development and transformation of gender violence scenario will be discussed, throughout the understanding of its political role as a tool to bring the interests of the organization and its public closer. It will also be discussed the whole scenario behind gender-based violence, arising from the patriarchal system in which we are inserted, in order to understand the value of addressing gender issues. Been given the scenario, the goal of this study is to explore in which ways social responsibility and organizational communication are related in minimizing gender violence, aside from answering the central investigation: how organizational communication can be an effective means of transforming issues related to gender violence? In this regard, the chosen research method is a case study of the cosmetics company Avon and its activity in Brazil, throughout a descriptive research. Regarding the research, it is possible to conclude that when social responsibility and organizational communication have a cooperative relationship, being aligned with identity and organizational purpose, it is effective in transforming issues related to gender violence.