Uber communication strategies:

the mediatization of innovation and the risk situation/Covid-19

Authors

  • Anaís Bertoni Unisinos

DOI:

https://doi.org/10.5752/P.2237-9967.2023v12n21p57-74

Abstract

The article deals with Uber's communication strategies: the mediatization of innovation and the risk/Covid-19 conjuncture. The circulation of meanings of Uber's communication strategies is examined from two interactional matrices: the first one, presents the communication strategies used by this organization during the implementation of its mobility platform in Brazil; and a second, permeated by the speeches of the pandemic. The research develops from a mediatized case study, indicating that Uber engages strategies from both interactional matrices, which interpenetrate and generate a third interactional matrix that offers innovation and security through grammars, contracts and operations that circulate by interactional circuits.

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Published

2023-03-25

How to Cite

BERTONI, Anaís. Uber communication strategies:: the mediatization of innovation and the risk situation/Covid-19. Dispositiva, Belo Horizonte, v. 12, n. 21, p. 57–74, 2023. DOI: 10.5752/P.2237-9967.2023v12n21p57-74. Disponível em: https://periodicos.pucminas.br/dispositiva/article/view/29490. Acesso em: 30 jan. 2026.

Issue

Vol. 12 No. 21 (2023): Dossiê: Práticas e estratégias de comunicação organizacional no cenário pandêmico (jan/jun)

Section

DOSSIÊ Práticas e estratégias de comunicação organizacional no cenário pandêmico

License

Copyright (c) 2023 Anaís Bertoni

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