<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2183-3575</journal-id>
<journal-title><![CDATA[Comunicação e Sociedade]]></journal-title>
<abbrev-journal-title><![CDATA[Comunicação e Sociedade]]></abbrev-journal-title>
<issn>2183-3575</issn>
<publisher>
<publisher-name><![CDATA[Centro de Estudos de Comunicação e Sociedade - Universidade do Minho]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2183-35752021000100017</article-id>
<article-id pub-id-type="doi">10.17231/comsoc.39(2021).2879</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[As Estratégias de Comunicação das Plataformas de Trabalho: Circulação de Sentidos nas Mídias Sociais das Empresas no Brasil]]></article-title>
<article-title xml:lang="en"><![CDATA[Media Strategies of Labor Platforms: Circulation of Meanings in Social Media of Companies in Brazil]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Grohmann]]></surname>
<given-names><![CDATA[Rafael]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Nonato]]></surname>
<given-names><![CDATA[Cláudia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Marques]]></surname>
<given-names><![CDATA[Ana Flávia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Camargo]]></surname>
<given-names><![CDATA[Camila Acosta]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade do Vale do Rio do Sinos Programa de Pós-Graduação em Ciências da Comunicação Laboratório de Pesquisa DigiLabour]]></institution>
<addr-line><![CDATA[São Leopoldo ]]></addr-line>
<country>Brazil</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidade de São Paulo Programa de Pós-Graduação em Ciências da Comunicação Centro de Pesquisa em Comunicação e Trabalho]]></institution>
<addr-line><![CDATA[São Paulo ]]></addr-line>
<country>Brazil</country>
</aff>
<pub-date pub-type="pub">
<day>30</day>
<month>06</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>30</day>
<month>06</month>
<year>2021</year>
</pub-date>
<volume>39</volume>
<fpage>17</fpage>
<lpage>37</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2183-35752021000100017&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2183-35752021000100017&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2183-35752021000100017&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo: Este artigo tem o objetivo de analisar como as plataformas de entrega e transporte no Brasil construíram seu ethos nas mídias sociais, no contexto da primeira greve dos trabalhadores dessas empresas, dentro do cenário da pandemia de coronavírus. Argumentamos, a partir da noção de circulação de sentidos, como a construção do ethos das plataformas é um elemento sígnico da luta de classes e uma dimensão do papel da comunicação na plataformização do trabalho. Conduzimos análise do conteúdo veiculado em mídias sociais (Instagram, Facebook, Twitter e YouTube) de duas plataformas de entrega (iFood e Rappi) e duas de transporte (Uber e 99), as principais do país. As categorias de análise são: &#8220;pandemia e saúde&#8221; (dimensão contextual em relação à crise sanitária); &#8220;cidadania e diversidade&#8221; (dimensão recorrente no discurso produzido pelas plataformas, em linha com a literatura da área), &#8220;relações com marcas e influenciadores&#8221; (trabalho de visibilidade das plataformas com públicos interessados específicos) e &#8220;representações dos trabalhadores&#8221; (como elemento central da dimensão sígnica da luta de classes). Em linhas gerais, as estratégias de comunicação das plataformas, focadas nos consumidores, apresentam sentidos de caridade, filantropia, cidadania e diversidade, dizendo-se abertas às demandas dos trabalhadores. As reivindicações dos trabalhadores são ressignificadas a partir de um olhar de cidadania sacrificial, autoajuda, empreendedorismo e superação. Os resultados mostram como a comunicação das plataformas nas mídias sociais jogam um papel central nas contradições de classes.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: This article aims to analyze how ride-hailing and delivery platforms in Brazil produce their ethos on social media in the context of the first national strike of workers in the pandemic. We argue, based on the notion of circulation of meanings, how the construction of the platform&#8217;s ethos is a sign element of class struggles, and a dimension of the role of communication in the platformization of labor. We conducted a content analysis on social media (Instagram, Facebook, Twitter and YouTube) from two delivery (iFood and Rappi) and two ride-hailing platforms (Uber and 99), the largest of the country. The categories are: &#8220;pandemic and health&#8221; (contextual dimension in relation to the pandemic); &#8220;citizenship and diversity&#8221; (recurrent dimension in the discourse of platforms, in line with the literature in the area), &#8220;relations with brands and influencers&#8221; (visibility labor of the platforms with specific stakeholders) and &#8220;workers&#8217; representations&#8221; (as a central element of the sign dimension of the class struggles). In general, the platforms&#8217; media strategies, focused on consumers, present meanings of charity, philanthropy, citizenship and diversity, stating they are open to the demands of workers. The workers&#8217; demands are reframed from the perspective of sacrificial citizenship, self-help, entrepreneurship and resilience. The results show how the platforms&#8217; media strategies on social media play a central role in class contradictions.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[Brasil]]></kwd>
<kwd lng="pt"><![CDATA[circulação de sentidos]]></kwd>
<kwd lng="pt"><![CDATA[comunicação]]></kwd>
<kwd lng="pt"><![CDATA[trabalho em plataformas]]></kwd>
<kwd lng="en"><![CDATA[Brazil]]></kwd>
<kwd lng="en"><![CDATA[circulation of meanings]]></kwd>
<kwd lng="en"><![CDATA[communication]]></kwd>
<kwd lng="en"><![CDATA[platform labor]]></kwd>
</kwd-group>
</article-meta>
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