Abstract
The COVID-19 pandemic led Brazil to implement social distancing measures, challenging the operation of various organizations. This study aimed to identify how such a context impacted the content production routine in a media and entertainment company. After documentary analysis, interviews, and participant observation, three categories emerged: (i) emergence of guiding and facilitating artifacts; (ii) imposition of new competence, and (iii) emergence of new production models. Findings suggest that the interplay between the influence of artifacts on the ostensive aspect of routines and operational practice required new competencies from the involved actors.
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