Acceso usuarios
Claudia Labarca
, Liliana De Simone
Las memorias corporativas tienen como mandato informar anualmente la situación financiera y organizacional de una empresa a sus stakeholders. Sin embargo, en tiempos especiales, las memorias pueden convertirse en un instrumento de vinculación que desborda el ámbito del relacionamiento del Gobierno Corporativo con sus inversionistas, superando su tradicional uso como mero producto comunicacional. Este artículo postula que las memorias corporativas pueden ser una oportunidad para comunicarse con públicos que normalmente son invisibilizados y excluidos de estos instrumentos comunicacionales, destrabando crisis institucionales. Este es el caso de la empresa público-privada de transporte metropolitano de Santiago de Chile, Metro S.A., que fue foco de la vandalización durante las protestas de octubre 2019. Ocupando un enfoque retrospectivo de análisis de contenido y discursos, este trabajo analiza las memorias corporativas de dicha empresa emitidas entre 2016 al 2022, y reflexiona sobre el giro comunicacional posterior a dos hechos que cambiaron radicalmente el entorno de esta organización: la revuelta de 2019 y la pandemia COVID 19.
Corporate memory, traditionally perceived as a financial report tailored solely for shareholders, has evolved into a potent persuasive tool influencing public perceptions of businesses. This paradigm shift is especially relevant in the context of corporate governance, where it serves as a strategic communication vehicle for investors and stakeholders. This article explores the transformation of corporate memories in response to significant national events, such as the 2019 social upheaval and the COVID-19 pandemic, using the Chilean public-private transportation company, Metro S.A., as a case study.
The paper challenges the conventional view of corporate memory as a financial information instrument and, drawing on the narrative analysis approach, examines Metro S.A.'s corporate memories and integrated reports from 2016 to 2022. It aims to elucidate post-crisis communication changes, particularly in addressing previously marginalized stakeholders. The study incorporates a qualitative-interpretative analysis, focusing on key sections of Metro S.A.'s corporate memories to derive insights into the role of this communication tool in reshaping relationships with relevant stakeholders.
The theoretical framework, inspired by Lendingham and Bruning's five fundamental dimensions for effective organizational relationships, posits that the post-crisis corporate memories emphasize trust, openness, engagement, investment, and commitment. The article is structured into sections, beginning with an exploration of corporate memory's broader relational role. The subsequent section introduces the case of Metro S.A., followed by an explanation of the analytical methods employed. Results are then presented, and the discussion is contextualized within the theoretical framework, considering the limitations and conclusions.
The research employs a discursive analysis, examining Metro S.A.'s corporate and integrated memories from 2016 to 2022. The chosen period spans seven years, capturing the substantial language, content, tone, and design changes post-crisis. Using a case study methodology, the paper delves into paradigmatic cases, providing a nuanced understanding of the phenomenon under investigation.
The discourse analysis, utilising NVivo software for intentional qualitative coding, reveals significant shifts in communication post-2019 and 2020 crises. The results highlight three primary codes: the dual crisis as a challenge and opportunity, the transformation of key stakeholders from objects to active participants, and the emergence of previously invisible stakeholders as priorities.
The case study of Metro S.A., a public-private urban transportation entity, underscores the importance of redefining communication products like corporate memories. Traditionally viewed as unidirectional communication for financial audiences, these documents must evolve to engage with broader publics, especially for organizations with high public sensitivity. The article concludes that the communicative transformation expressed in Metro S.A.'s corporate memories signifies a shift towards harmonious dialogue with previously overlooked audiences, showcasing strategies to enhance the impact of social justice.
In conclusion, this study contributes to the discourse on organizational communication by emphasizing the role of corporate memories in reconfiguring relationships, fostering inclusivity, and addressing the impact on social justice, particularly in the aftermath of critical events.
