Aberje 56 years: Corporate Communication as a Place of Memory
History has places of memory. And when we reflect on the journey of the Brazilian Association of Corporate Communication (Aberje), images and sounds emerge that emotionally evoke the many facets of corporate communication in Brazilian territory. In these 56 years of existence, Aberje has established itself as one of the places of memory in the field of communication in Brazil, in an adapted interpretation of the concept by the French historian Pierre Nora.
Places of memory, as conceived in the 1980s by Nora in his article "Between Memory and History: Les Lieux de Mémoire," are tangible, functional, and symbolic. And in all these aspects, Aberje is present.
As a Tangible Place, Aberje is tangible in the form of its actions and decisions, its events, publications, and courses, always at the forefront of discussions and practices in corporate communication. Its physical presence in Brazil and abroad in the main industry debates is a reminder of its commitment to the professionalization and recognition of communicators.
As a Functional Place, Aberje, born from the vision of Nilo Luchetti, had a purpose from its inception: to dignify corporate communication and the communicator. Nilo Luchetti, when recalling his arrival in Brazil as a communicator for Pirelli, often evoked the Italian expression "Traduttore, traditore," emphasizing the complexity and responsibility of the task of communicating, of "translating" ideas without losing their essence, without betraying them. This ethos of translation, adapted and expanded, permeates Aberje's mission and vision, which seeks to adapt the essence of corporate communication to the uniqueness of Brazil. Today, it remains an international reference in promoting dialogue, strengthening the culture of peace and non-violent communication, and other topics in the field of Communication Interfaces.
As a Symbolic Place, Aberje is embedded in Brazilian memory as a space where the corporate communicator is recognized and valued, being essential for the success of companies and institutions in a society permeated by debates and controversies. In a scenario where issues such as climate change, inequalities, governance, and ageism are in focus, Aberje celebrates the culture of dialogue and primarily values the role of women communicators.
In Marc Bloch's view, in his book "Apology for History or the Historian's Craft," humans have an obsession with origins. Bloch questions in his reflections whether origins are important because they signify a "simple beginning," an initial point, something that contains an embryo. Or whether the importance of an origin lies in pointing to the paths and possibilities that will or will not be realized. Memory that draws a history, where reminiscences, ruins, and documents matter. And Aberje's origins matter. Aberje's origins have meaning and significance. They are deeply intertwined with a unique and luminous period in Brazilian history, marked by the years of dictatorship. The late 1950s and early 1960s witnessed Bossa Nova, the foundation of Brasília, Oscar Niemeyer's innovative architecture, the mystical airline Panair, innovative soccer, symbols of Brazilian soft power. It was a Brazil that exuded modernity and optimism, even in the face of challenges.
And it was in this context, on October 8, 1967, imbued with Brazilian boldness and creativity, that Aberje was born in São Paulo, filling a void and defining a path for corporate communication. The words of the emeritus professor at the University of São Paulo, Margarida Maria Krohling Kunsch, stating in one of her works that "Aberje is the seed of Organizational Communication in Brazil," resonate today as an indelible truth.
As we delve into the document "Organizational Communication in Its Time," published in 2007, we perceive an echo of the Mission, Vision, and Values of the Association and its Members. The document highlights the unparalleled ability of communicators to face environmental, social, and governance challenges. They are not just messengers but active agents, translators of reality, contributing to a more conscious and responsible society.
Throughout the decades, Aberje has solidified itself as the think tank of Brazilian organizational communication. In addition to promoting debates and training, it has become a democratic epicenter for reflection and innovation. It is a place of knowledge produced in a network, where communication professionals and researchers primarily work to shape the present and future of the field, continually creating spaces for discussions about the techniques, ethics, and aesthetics of corporate communication.
On its 56th anniversary, Aberje celebrates not only a rich history but also the future. And as organizational communication faces new challenges and reinvents itself, Aberje will remain a compass, guiding, inspiring, and "translating" the nuances of our time, with a keen eye on its heritage and mission. It is undoubtedly a place of memory but also a beacon for future generations of communicators.
Paulo Nassar is the President-Director of Aberje, a Full Professor at the School of Communications and Arts at the University of São Paulo, and the Coordinator of the New Narratives Studies Group (GENN ECA-USP).
Any thoughts or opinions expressed are that of the authors and not of Global Alliance.