Brazilian Contribution to the Theory of Communication: The Folkcommunication Study according to Luiz Beltrão

Abstract

In this article, the way in which Identity, Culture, Action, Communication and Image are executed is highlighted. It shows the importance of an organization in vertical axis of Identity and Image; and a horizontal axis of Communication and Action taking into account the Corporate Culture. Highlights the need to find the identity that reflects who the company really is and know what it does; in order to achieve a congruence with the image. Highlights, above all, the differentiation that will attribute uniqueness to the company.