Model for Analysis of Internal Communication (MACIn)

proposed visual instrument for qualitative research

Authors

DOI:

https://doi.org/10.1590/1809-58442023116pt

Keywords:

Organizational Communication, Internal Communication, Qualitative Research, Focus Group, Visual Model

Abstract

In this article we propose a model for a visual instrument that allows the analysis of communication within organizations, called the Model for Analysis of Internal Communication – MACIn. It is consists of six quadrants, five of which are anchored in the literature, and it is designed to assist in the diagnosis of communication management and the conduct of focus groups, whether for scientific or managerial purposes. MACIn combines the canvas model, the focus group technique and the topic of internal communication into a single tool. This tool allows the user to gather information and facilitate discussions on topics such as organizational goals, perceptions of internal communication, the channels used, information flows and access , and leadershipcommunication. This study highlights the agility that MACIn brings to the data collection process, and the possibility of interviewing different groups while maintaining the same approach, allowing for later comparative analysis.

Author Biographies

  • Francine Lucatelli, Universidade do Vale do Itajaí. Itajaí – SC, Brazil, Universidade do Vale do Itajaí. Itajaí – SC, Brasil, Universidade do Vale do Itajaí. Itajaí – SC, Brasil

    PhD student and Master in Administration at the University of Vale do Itajaí (UNIVALI). Specialist in Strategic Marketing and Bachelor in Social Communication, with a qualification in Public Relations, also from Univali.

  • Hans Peder Behling, Universidade do Vale do Itajaí. Itajaí – SC, Brazil, Universidade do Vale do Itajaí. Itajaí – SC, Brasil, Universidade do Vale do Itajaí. Itajaí – SC, Brasil

    PhD in Language Sciences (UNISUL, 2013), PDSE-CAPES Fellow (Université de Montréal, 2012), Master in Language Sciences (UNISUL/2006), specialist in Strategic Business Management (FURB, 2001) and Bachelor in Social Communication - Advertising and Propaganda (FURB, 1999).

  • Carlos Marcelo Ardigó, Universidade do Vale do Itajaí. Itajaí – SC, Brazil, Universidade do Vale do Itajaí. Itajaí – SC, Brasil, Universidade do Vale do Itajaí. Itajaí – SC, Brasil

    PhD in Production Engineering, in the Organizational Intelligence Concentration Area, from the Federal University of Santa Catarina (UFSC); master in Administration from UFSC; specialist in Marketing from the University of Vale do Itajaí (UNIVALI); and graduated in Administration from UNIVALI.

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Published

2023-12-11

Issue

Vol. 46 (2023)

Section

Articles

License

Copyright (c) 2023 Francine Lucatelli, Hans Peder Behling, Carlos Marcelo Ardigó

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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How to Cite

Model for Analysis of Internal Communication (MACIn): proposed visual instrument for qualitative research. Intercom - Brazilian Journal of Communication Sciences, São Paulo, v. 46, p. e2023116, 2023. DOI: 10.1590/1809-58442023116pt. Disponível em: https://revistas.intercom.org.br/index.php/revistaintercom/article/view/3942. Acesso em: 21 jul. 2026.