O Rádio como canal para a divulgação de ações de responsabilidade socioambiental sob a luz da doutrina sociodinâmica que pressupõe a ação direta sobre o todo social

Abstract

This article seeks to discuss, in the light of the socio-dynamic doctrine, the use of radio as a channel for agro-industries to publicize their social and environmental responsibility actions. The objective was to offer elements that can take advantage of the radio in all its possibilities and potential, seeking to highlight the advantages of the radio in relation to other media. It is essential that organizations understand the need to publicize their socio-environmental actions, as the principles of management include some subjective elements that, if not observed, could mean a great loss to the organizational image. As a methodology, qualitative research was used, with the application of questionnaires in 59 agro-industries in two municipalities located in the catchment area of ​​the Peixe and Aguapeí dividing spike, in the extreme west of São Paulo, Brazil. The results obtained point to a lack of understanding about the importance of publicizing the actions, which, although often undertaken, are not disclosed. There is the effort spent and the communicative potential is not used. It is noticed that the non-importance is directly related to the low value that organizations attribute to their own social and environmental responsibility actions. In most responses, organizations are not even able to even identify actions as such.