The public relations and narrative tools in the platform capitalism:

a study about ideology and social responsibility discourse

Abstract

The study analyzes Public Relations in platform capitalism, considering the intermediary of opposing interests inherent to the function. Hypothetically, the logic of capital generates inevitable antagonism of interest between classes, leaving PR to play an ideological role in communication between organizations and workers, resulting in subjective suffering. This process is mediated by digital platforms, which influence both public charges and communication. Considering the climate and economic crises on a global scale, the social responsibility agenda is highlighted in platformed media, increasing the demand for narratives on the topic. This literature review is justified by the need to understand digital mediation in the perception of social responsibility, its possibilities, and the subjective impacts on professionals, highlighting the importance of a critical approach to the area.