Book, Audiences On the Move: Communication, Collaboration and influence[LS]

Language: Brazilian Portuguese. This work proposes a renewed look at the formation and movement of audiences in our society, reflecting on the dynamics of public opinion involved in the processes of public communication and communication for social mobilization. This is an attempt to understand audiences from communication and public relations lenses, recognizing that they are not reducible to a simple concept that encompasses the totality of current phenomena, but rather the object of constant disputes and tensions that shape meanings. and mark their performance. Plural, ambiguous and indeterminate, audiences challenge us to question linear notions and explore their multiple dynamics. More than a specific reflection, the chapters gathered here are the result of a decade of collective reflection within the scope of Mobiliza – Grupo de Research in Communication, Social Mobilization and Public Opinion at the Federal University of Minas Gerais. In addition to research results, the work also records part of the continuous production of knowledge applied to mobilization processes and aimed at thinking about cooperation and solidarity in public action, which has materialized over the years in an intense and fertile partnership with the Citizen Initiatives Agency (AIC).