Communication and diversity
the relationship between cooperativisms values and organizational practices
DOI:
https://doi.org/10.24302/drd.v12ied.esp.2(DossieCooperativismo).3683Abstract
The cooperativism is a self-managed activity guided by values that aim to promote the social and economic development of communities where they settle. Based on these principles, this article analyzes how racial and gender diversity are incorporated in the communication of credit unions. We analyze the posts on Facebook made by the three largest credits Union´s systems in Brazil in 2018. We also interviewed the communication’s coordinators of these credit unions and the Serviço Nacional de Aprendizagem do Cooperativismo (Sescoop). All material obtained was analyzed using the content analysis method. This research reveals these credit unions and Sescoop understand that communication can contribute to the effectiveness of the cooperativisms principles, although it is not possible to verify the gender and racial diversity in their communication.
Keywords: Credit Cooperativism. Communication. Diversity. Representation.
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