Organizational Communication of brokerage companies: The use of social as a tool media for financial education

Abstract

This article deals with the strategies of external organizational communication of brokerage companies for distribution of information about applications in fixed income. These companies, owing to the expansion of portfolio as a response to a moment of bad performance of the Brazilian stock exchange, have adopted initiatives of financial education, especially in social media. Through the semiotics of Eric Landowski and Jean-Marie Floch, this work investigates how the intersubjective relations between brokers and their clients (investors) work in these initiatives. The goal is to identify how these organizations have sought to enter and benefit from the culture of participation.

Keywords: organizational communication, communication strategy, social media.