Caixa Econômica Federal: apontamentos segundo o pensamento sistêmico (Luhmann) e a configuração governamental do Sistema de Comunicação de Governo do Poder Executivo Federal (SICOM)

Abstract

the article deals with the Government Communication System of the Federal Executive Branch (SICOM) as an organizational meaning where the systemic and coordinated joint values ​​and actions of the Brazilian State are inserted. Understanding the meaning of this system is also understanding government communication. The approach brings elements of Strategic Communication (GOMES, 2014; LIMA, 2014) that work the meanings of consumption to citizens and clients in the sense scope: New Middle Class. For this, it focuses on the 2012-2022 strategic planning of the Federal Savings Bank with the objective of: "being the New Middle Class bank" (CAIXAECONÔMICAFEDERAL, 2012, p.19). The SICOM instrumentalizes actions of the Social Communication Secretariat (SECOM), during the Dilma Rousseff administration (2011-2016), in systematizing and coordinating joint actions of governmental actors. Theoretically, we turn to systemic thinking as the core of the construction of reality (LUHMANN, 2010) and the world view made by the meanings shared between the actors. Therefore, the exploratory study, theoretical and interpretive, demarcates in the State's communication actions with the New Middle Class when organizing itself as a governmental communication system. And it has the potential to generate other studies on management and communication in the State, from the systemic thinking.