As Estratégias de Comunicação das Plataformas de Trabalho: Circulação de Sentidos nas Mídias Sociais das Empresas no Brasil
DOI:
https://doi.org/10.17231/comsoc.39(2021).2879Palavras-chave:
Brasil, circulação de sentidos, comunicação, trabalho em plataformasResumo
Este artigo tem o objetivo de analisar como as plataformas de entrega e transporte no Brasil construíram seu ethos nas mídias sociais, no contexto da primeira greve dos trabalhadores dessas empresas, dentro do cenário da pandemia de coronavírus. Argumentamos, a partir da noção de circulação de sentidos, como a construção do ethos das plataformas é um elemento sígnico da luta de classes e uma dimensão do papel da comunicação na plataformização do trabalho. Conduzimos análise do conteúdo veiculado em mídias sociais (Instagram, Facebook, Twitter e YouTube) de duas plataformas de entrega (iFood e Rappi) e duas de transporte (Uber e 99), as principais do país. As categorias de análise são: “pandemia e saúde” (dimensão contextual em relação à crise sanitária); “cidadania e diversidade” (dimensão recorrente no discurso produzido pelas plataformas, em linha com a literatura da área), “relações com marcas e influenciadores” (trabalho de visibilidade das plataformas com públicos interessados específicos) e “representações dos trabalhadores” (como elemento central da dimensão sígnica da luta de classes). Em linhas gerais, as estratégias de comunicação das plataformas, focadas nos consumidores, apresentam sentidos de caridade, filantropia, cidadania e diversidade, dizendo-se abertas às demandas dos trabalhadores. As reivindicações dos trabalhadores são ressignificadas a partir de um olhar de cidadania sacrificial, autoajuda, empreendedorismo e superação. Os resultados mostram como a comunicação das plataformas nas mídias sociais jogam um papel central nas contradições de classes.
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