Dilemmas of the hybrid institutional communication systems: analysis of the tensions and conflicts in the media project of the Brazilian House of Representatives

Abstract

This paper analyzes the typical tensions of a hybrid system of institutional communication, using a recent assessment of thecommunication system of the Brazilian House of Representatives. The trend of contemporary institutional communicationis the creation of hybrid and integrated systems, with teams from different professional fields such as journalism, publicrelations, advertising and digital media. This system favors the potential aggregation of talent and the possibilities ofdivulgement to the society. On the other hand it can also give rise to tensions and conflicts at different levels, especiallybetween the different professional cultures involved and between the sphere of management and of conduction of theactivities. The study highlights the conflicts between different professional cultures, in addition to the dissonance betweenthe institutional design and the interests of the members of the parliament and of the political parties. It concludes that theinstitutional effectiveness of the project depends on a political arrangement to ease the tensions and conflicts.