Rela??es públicas e folkcomunica??o: reflex?es à luz da teoria da a??o comunicativa

摘要

This paper analyses some possibilities of action of the public relations professional in the universe of folkcommunication. It takes as a basis the communicative action theory, by Jürgen Habermas, which considers the public relations activities have gotten developed and consolidated within the systemic world, relegating to background the live's world. Before such realization, it attempts to the fact that the modern companies, in the context of the globalized society, as well as non-governmental organizations (NGOs), have also been facing social and communitarian aspects. This new trend so constitutes an opportunity window to the actuation of the public relations professional in the universe named for Habermas live's world, once such concept incorporates, inclusively, elements of popular communication, parties and popular celebrations, which are typical of the folkcommunication.