Para onde vai a comunicação em uma era de leitores dinâmicos?
Por Raysa Townsend
O meio que mais sofre impactos e precisa reinventar-se é a comunicação. Já passamos pela criação da escrita, os diálogos de grupos e aldeias, depois a imprensa escrita, televisão e, hoje, os meios online com a internet, celular e tablet. A cada mudança no mundo, na forma como as pessoas interagem e onde elas buscam informações, afeta a comunicação. Da mesma forma como o marketing e a comunicação parecem manter seu cerne, novos processos e estratégias surgem para dizer que a comunicação continua antenada nas mudanças sociais, fazendo o seu papel para acompanhar o mundo. Porém, o que fica de pergunta, para mim, é: Para onde a comunicação está indo no contexto brasileiro?… Não entendeu? Explico.
No Brasil, atualmente, temos cerca de 38 milhões de analfabetos funcionais, segundo dado publicado via Correio do Povo. Ou seja, são aqueles que não conseguem ou têm dificuldade de se expressar por letras e números. Ouso a dizer que este índice é bem maior. Afinal, quantas vezes você postou um card sobre a sua empresa com informações sobre o serviço prestado, valores, telefone, etc e o seu cliente perguntou/comentou exatamente a mesma informação (já apresentada) novamente? Eu, por exemplo, passo por isso constantemente na Supernova. Isto mostra que estamos ficando “preguiçosos” para ler, ou que não estamos lendo com atenção. A “culpa”, claro, é das redes sociais e nossos dedos “nervosos”, que acostumam nosso cérebro a uma leitura dinâmica dos assuntos, sem grande atenção ou aprofundamento. E quantas vendas, atendimentos ou respostas não são realizadas em função desse novo comportamento social? Várias.
Corroborando com o cenário acima, os dados da Agência Brasil mostram que, dos que frequentam um ensino regular, cerca de 50% dos alunos do terceiro ano têm nível insuficiente em leitura e matemática. Frente a isto, e neste cenário no qual a nossa educação se deteriora cada vez mais, precisamos refletir sobre como vamos lidar com o aumento no número de analfabetos funcionais, “leitores dinâmicos” e com a dificuldade dos jovens em interpretação de textos. Sim, porque a internet acabou expondo muito isso, já que é acessível e possibilita que qualquer pessoa comente e exponha sua opinião na rede. O que é mais alarmante, contudo, é o fato de não pensarmos em criar estratégias prevendo que essas dificuldades possam aumentar e que é com este público que vamos nos comunicar.
Este cenário me leva a pensar, também, quais serão os tipos de clientes que vamos ter que atender no online, que tipos de pessoas começarão a seguir nossas páginas, nossos serviços ou produtos e se estamos sabendo lidar com esse público que pode crescer com o passar dos anos. Que tipo de estratégia de comunicação teremos que criar para passar a mensagem certa para este público? Como podemos vender nossos serviços e produtos de forma clara a eles? Vejo muitas conferências criando cada vez mais produtos, softwares que auxiliem a comunicação. Porém, não encontro uma empresa pensando sobre este cenário e nestas condições.
Raysa Townsend é formada em Relações Públicas e sócia na Escola Supernova.
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