The public relations and the narratives of the creative economy in the third sector

Abstract

In this article we analyze the communication narratives of third sector organizations in the context of the creative economy in dialogue with young people for the purposes of social mobilization. The discussion is supported by the discourse analysis discussed by Bardin (2006) to observe the organizational narrative of Teto, a third sector organization that builds its communication based on social impact, but also on the experiences lived (Benjamin, 1985) and provided by its actions and promoted by these young people. To analyze the narrative discourses, we collected posts from the organization's digital channels, which focus on promoting creative solutions to help families invulnerable housing situations. We started from the problem that Teto's narrative in the context of the Creative Economy is close to Public Relations strategies focused on digital communication as a means
of putting pressure on government leaders to pay attention to the issue.