3. e s?
Valu
are
T F
W
Valores em Relações
Públicas
In our research, CEOs identified two overarching criteria
for communications – both internal and external:
1. Message “segmentation” is no longer practical or
desirable. (...)
2.Values are the fundamental basis for enterprise
communications.
4. And why do
we still wear
these things?
why is there a
coffee stain?
6. Definições de Valores e
Sistemas de Valores
Perhaps the most influential definition of values
traces back to Kluckhohn (1951, p. 395):
‘A value is a conception, explicit or implicit,
distinctive of an individual or characteristic of a
group, of the desirable, which influences the
selection from available modes, means, and
ends of action.’
(cf. Hitlin e Piliavin 2004, p. 362).
7. Definições de Valores e
Sistemas de Valores
To say that a person ‘has a value’ is to say that he has an
enduring belief that a particular mode of conduct or end-
Values guide o ur
state of existence is personally and socially preferable to
alternative modes of conduct or end-states of existence.
behavio ur
(…) So defined, a value is a standard or criterion that serves
a number of important purposes in our daily lives: it is a
standard that tells us how to act or what to want; it is a
standard that tells us what attitudes we should hold; it is a
standard we employ to justify behavior, to morally judge,
and to compare ourselves with others. Finally, a value is a
standard we employ to tell us which values, attitudes, and
actions of others are worth or not worth trying to influence.
If you have a value and you do not want to influence
anyone else under the sun to have it too, the chances are it
is not a value. (Rokeach, 1968, p. 550)
8. Terminal Values Instrumental Values
A comfortable life, Ambitious,
An exciting life, Broadminded,
A sense of accomplishment, Capable,
A world at peace, Cheerful,
A world of beauty, Clean,
Equality, Courageous,
Family Security, Forgiving,
Freedom, Helpful,
Happiness, Honest,
Inner harmony, Imaginative,
Mature love, Independent,
National Security, Intellectual,
Pleasure, Logical,
Salvation, Loving,
Self-respect, Obedient,
Social recognition, Polite,
True friendship, Responsible,
Wisdom, Self-controlled
9. Definições de Valores e
Sistemas de Valores
Hofstede
Valores como algo central à cultura da
organização (quer se trate de um grupo, de
uma empresa ou de uma nação) e que por
essa razão apenas podem ser concluídos
pela observação de três elementos: Rituais,
Heróis e Símbolos.
11. Definições de Valores e
Sistemas de Valores
Power Distance (PDI)
Individualism versus collectivism (IDV)
Masculinity versus femininity (MAS)
Uncertainty avoidance (UAI)
Long-term versus short-term orientation (LTO)
Indulgence versus Restraint (IVR)
104
63
27 31 30
0
PDI IDV MAS UAI LTO IVR
12. Definições de Valores e
Sistemas de Valores
Camarinha-Matos e Macedo
Social sciences consider a value system as the
ordering and prioritization of the ethical and
ideological values that an individual or society holds,
and Economists defend that a value system describes
the set of activities that add/create value among the
firms.
(cf. Camarinha-Matos e Macedo 2008)
alu es al values
mi c v cio lo g ic
eco no psyc ho -so
13. Definições de Valores e
Sistemas de Valores
Value is “anything that can give rise to an
exchange” (Piaget 1965). Also in this sense, values
are not only material objects, but may also be
actions, ideas, emotions, social habits, etc.”
Camarinha-Matos e Macedo
16. Valores e Relações
Liars, lovers and Heroes
• Estamos programados para estabelecer
Relações Quartz e Sejnowski 2004
Harry Reis
• relações são sistemas que se formam como
resultado daquilo a que ele chama “perceived
partner responsiveness”, ou seja, a
percepção de que os “outros” respondem e
correspondem à nossa presença e interacção
who react to us.
We like people
17. Valores e Relações
how it is to look like IBM, to
sound like IBM, to think like
IBM, to perform like IBM
Jon Iwata
and ultimately to be IBM….
http://7dd.3c.sl.pt
19. Valores e Social Media
http://www.danah.org/papers/
(Donath and Boyd 2004)
“Seeing someone within the context of their
connections provides the viewer with information
about them. Social status, political beliefs,
musical taste, etc, may be inferred from the
company one keeps. Furthermore, knowing that
someone is connected to people one already
knows and trusts is one of the most basic ways
of establishing trust with a new relationship.”
PR!!
Facebook!
20. Valores e Social Media
/7dc.ze.sl.pt
http:/
s-sys tems/
l.eu/value
noam ara
:/ www.bru
http /
21. 3 THINGS TO
REMEMBER
1. Várias definições de Valores
2. Valores guiam o comportamento
3. Valores também se espelham online
