Avaliação do processo comunicacional praticado entre as cooperativas de agricultores familiares do sudoeste do Paraná, filiadas à Unicafes, e os seus associados

Abstract

Since the beginning of humanity, the need to communicate has permeated all its activities. In the current context, these imperative gains prominence, being crucial for the success and sustainability of several organizations, especially in the context of family cooperatives. The scope of this dissertation is to deepen the understanding of this mechanism, focusing on the analysis of the channels, strategies and effectiveness of communication between family farmer cooperatives linked to the National Union of Family Farming and Solidarity Economy Cooperatives of Paraná (Unicafes) and its members, specifically in the Southwest region of Paraná. To achieve this purpose, the research adopted a qualitative-quantitative methodological approach, using semi-structured interviews carried out with members and presidents of the four cooperatives in the region, in addition to the application of the SWOT diagnosis. The results revealed a notable convergence of interests and benefits perceived by both family farmers and cooperative directors, especially with regard to Information and Communication Technologies (ICTs). This research identified communication bottlenecks, highlighting the lack of technological infrastructure and resistance to the adoption of new technologies. The barriers highlight the complexity of the scenario, highlighting the pressing need for specific strategies that consider the singularities of each cooperative. In this challenging context, the research revealed a unanimous consensus among those interviewed: effective communication is a factor of fundamental importance for the success and sustainability of cooperatives. This finding highlights the continued importance of innovation and adaptation in the communication context of organizations. In summary, the central objectives of the research were achieved, emphasizing not only the relevance of ICTs in cooperative dynamics, but also the urgency of overcoming communication obstacles to strengthen the cohesion, progress and sustainability of family cooperatives in the Southwest region of Paraná.