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'Capital Social e Comunicação', de Heloiza Matos: a Cultura da Confiança.

Por Mariana Oliveira e Diego Santos, estudantes de Relações Públicas da UFRGS

Em junho de 2009, a professora Dra. Heloiza Matos, da USP, lançou uma das publicações mais interessantes para as relações públicas atuais e para o mercado de comunicação em geral. O livro se chama Capital Social e Comunicação, e para tratar desse assunto convidei Diego Santos, meu colega de Relações Públicas na UFRGS, pra escrever em conjunto aqui no O Cappuccino. Ainda pouco explorado no Brasil, neste livro o tema capital social é tratado a partir de suas relações com a comunicação, mas o conceito abrange diversas áreas do conhecimento, como com sociologia, psicologia, antropologia e por aí vai.

Vivemos em uma sociedade individualizada? Será? Nunca trocamos e compartilhamos tanto quanto agora, principalmente em tempos de redes sociais online como Orkut, Twitter e Facebook. Para além desse boom digital, Heloiza traz uma análise pioneira, através de uma revisão bibliográfica, dos conceitos e processos que envolvem o capital social: a rede, as informações, os influenciadores, os objetivos que envolvem essas trocas, a coletividade e o estreitamento das relações.

Logo no início do livro, a autora traz a visão de Robert Putnam, que vê o capital social como característica das organizações sociais, de tal forma que são as redes, as normas e a confiança que facilitam a coordenação e a cooperação visando a um proveito mútuo e unem as pessoas na construção de algo comum. Segundo a autora, o que une (ou separa) os indivíduos nesse universo é exatamente a comunicação, por meio da interação e da reciprocidade nas redes sociais.

Seguindo o livro, esbarramos com uma importante citação:

"O capital social se define principalmente como uma cultura da confiança.
Pois bem, e confiança todos sabemos que se constrói aos poucos, com paciência e dedicação, colocando em evidência o mecanismo psicológico pelo qual uma pessoa que é digna de confiança projeta sua confiabilidade no outro, e assim, quanto mais digno de confiança for o indivíduo, mais propenso estará para confiar nos outros. Assim, o capital social é a moeda do branding moderno, pois as empresas buscam relações de confiança para que sejam as preferidas dos clientes em um mercado de tantas opções disputando nossa atenção.

O livro segue trazendo insights sobre a relação do capital social com a comunicação pública, o poder em jogo e o caráter de cidadania que pode ser promovido através dele, além de fazer uma diferenciação entre capital social positivo e negativo. Confira no quadro abaixo os principais tópicos:

Clique na tabela para ampliar.

Uma outra consideração importante é a de Eric Uslaner, quando diz que nem a TV, nem a internet destroem ou criam capital social, uma vez que ele é concebido como um bem coletivo que existe para usufruto comum ou individual, sendo construído na relação com os outros. Os meios de comunicação, seja a TV ou as redes sociais da web 2.0, são apenas ferramentas e canais de auxílio nesta construção, pontes interligando pessoas que trocam valores e experiências diferentes, com objetivos em comum.

Para saber mais sobre o assunto, confira a entrevista da autora ao Portal Nós da Comunicação.

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