ORGANIZATIONAL COMMUNICATION IN THE DIGITAL AGE: YOUTUBE CHANNEL ANALYSIS AT HOSPITALS SERVING CANCER PATIENTS

Abstract

Twenty years ago, when one sought the meaning of something unknown, one went to the dictionary. With the emergence of the internet, search platforms have become the fastest and most used means of healing doubts and acquiring knowledge. Proportionally, new platforms emerged and communication developed. Considering this scenario, the present article had as general objective to reflect which are the journalistic tools currently used to work the values ​​of an organization in the health area. The methodology applied was qualitative research of the exploratory type. The procedures adopted for the collection and collection of data were bibliographic research and field research. For the collection of data, it was made the observation of channels on YouTube of institutions that offer treatment against cancer. Through the observations collected and the triangulated data analysis, the theoretical bases of organizational communication and the use of YouTube as a corporate tool for hospitals offering oncological care were analyzed.