%0 Journal Article
%T CONCEP  O DA NETNOGRAFIA DA COMUNICA  O: UMA ABORDAGEM APLICADA ¨¤ PESQUISA EM ADMINISTRA  O
%A Grayci Kelli Alexandre de Freitas
%A Andr¨¦ Luiz Maranh£¿o de Souza Le£¿o
%J GEST£¿O.Org : Revista Eletr£¿nica de Gest£¿o Organizacional
%D 2012
%I Universidade Federal de Pernambuco
%X Due to the importance of Internet in today's societies is essential its consideration as an environment where,increasingly, there are interactions of different kinds, including commercial and organizational. This evidenceled us to ask how we could access the content that permeates these interactions, seeking to conceive themeanings people assign to various issues in organizational routine when they use instant messaging or e-mail, forexample, during their daily work, and because of the encoding inherent in the virtual language, much strongerthan in faceto face interactions, they cease not to make clear the meanings that can serve the organization to achieve understanding, more accurately, of what is said, even what is not written in the dialogues of organizational routine. In order to develop a method of observation and analysis of virtual interactions we developed this study. For such, we used the face to face interactions observation and analysis methodology developed by Le o and Mello (2007) for observation and analysis of face to face verbal interactions, prepared based on the ethnography of communication. The result is the proposal of a ¡°netnography of communication¡±.
%K netnography
%K ethnography of communication
%K virtual interactions
%K qualitative research
%U http://www.revista.ufpe.br/gestaoorg/index.php/gestao/article/viewFile/321/231