<?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>S2183-35752021000100039</article-id>
<article-id pub-id-type="doi">10.17231/comsoc.39(2021).2851</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[Economia da Partilha e Práticas de Comunicação Organizacional em Tempos de Covid-19: Social Brands no Brasil e em Portugal]]></article-title>
<article-title xml:lang="en"><![CDATA[Sharing Economy and Organizational Communication Practices in Times of Covid-19: Social Brands in Brazil and Portugal]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Raposo]]></surname>
<given-names><![CDATA[João Francisco]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Terra]]></surname>
<given-names><![CDATA[Carolina Frazon]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade de São Paulo Escola de Comunicações e Artes Centro de Jornalismo e Editoração]]></institution>
<addr-line><![CDATA[São Paulo ]]></addr-line>
<country>Brasil</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Faculdade Cásper Líbero Programa de Pós-graduação em Comunicação ]]></institution>
<addr-line><![CDATA[São Paulo ]]></addr-line>
<country>Brasil</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>39</fpage>
<lpage>56</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2183-35752021000100039&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2183-35752021000100039&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2183-35752021000100039&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo: O artigo trata da relação entre as organizações pertencentes à economia da partilha e suas práticas, comportamentos e posturas de comunicação organizacional em função da pandemia do novo coronavírus. Definimos economia da partilha (sharing economy ou economia colaborativa) como os bens e serviços fornecidos pelas plataformas digitais da rede por meio do compartilhamento de recursos e da confiança. Tomamos como premissa a digitalização compulsória a que muitos negócios se viram submetidos e partimos para a reflexão a partir daí. Nossa análise, pautada pela pesquisa bibliográfica e exploratória, se localizou em marcas escolhidas intencionalmente, no Brasil e em Portugal, buscando refletir sobre o contexto da covid-19 e suas respectivas ações de comunicação em suas propriedades digitais ou em seus perfis de mídias sociais. Ilustramos estratégias de exposição e visibilidade comunicacional desde março até agosto de 2020, chegando a uma reflexão sobre a urgência em atuar ativamente em demandas sociais, caracterizando-as como social brands. Em nosso entendimento, uma marca social tem forte presença no digital, destaca-se com boas práticas de comunicação e, acima de tudo, possui uma estratégia de atuação que vai além do seu negócio ou do lucro direto não apenas durante um período de crise, mas também consciente de seu papel social e do impacto que sua atuação responsável gera.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: The paper deals with the relationship between organizations belonging to the sharing economy and their practices, behaviors and postures in organizational communication due to the pandemic of the new coronavirus. We define the sharing economy (or collaborative economy) as the goods and services provided by the digital platforms of the network through the sharing of resources and trust. We take as a premise the compulsory digitalization that many businesses have been subjected to and we started the reflection from there. Our analysis, based on bibliographic and exploratory research, was located in brands chosen intentionally, in Brazil and Portugal, seeking to reflect on the context of covid-19 and its respective communication actions in their digital properties or in their social media profiles. We illustrated strategies for exposure and communicational visibility from March until August 2020, reaching a reflection on the urgency to act actively in social demands, characterizing them as social brands. In our understanding, a social brand has a strong presence in digital, stands out with good communication practices and, above all, has a performance strategy that goes beyond its business or direct profit not only during a period of crisis, but also aware of its social role and the impact that its responsible performance generates.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[economia da partilha]]></kwd>
<kwd lng="pt"><![CDATA[organizações]]></kwd>
<kwd lng="pt"><![CDATA[covid-19]]></kwd>
<kwd lng="pt"><![CDATA[comunicação organizacional]]></kwd>
<kwd lng="pt"><![CDATA[social brands]]></kwd>
<kwd lng="en"><![CDATA[sharing economy]]></kwd>
<kwd lng="en"><![CDATA[organizations]]></kwd>
<kwd lng="en"><![CDATA[covid-19]]></kwd>
<kwd lng="en"><![CDATA[organizational communication]]></kwd>
<kwd lng="en"><![CDATA[social brands]]></kwd>
</kwd-group>
</article-meta>
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