Name: MARIANA SIMÕES DE REZENDE
Type: MSc dissertation
Publication date: 26/08/2020
Advisor:
Name |
Role |
|---|---|
| FLAVIA MENEGUELLI RIBEIRO SETUBAL | Advisor * |
Examining board:
| Name |
Role |
|---|---|
| FLAVIA MAYER DOS SANTOS SOUZA | External Examiner * |
| FLAVIA MENEGUELLI RIBEIRO SETUBAL | Advisor * |
| ROSE MARA VIDAL DE SOUZA | Internal Examiner * |
Summary: due to the popularization of the internet and its new possibilities, organizations need to adapt to new forms of communication, such as digital social networks. In this context are public universities, which are not always able to keep pace with these changes, configuring the problem of this research. Given this need and the social role of public communication, the main objective of this work was to study the communication of Ufes (Universidade Federal do Espírito Santo Federal University of Espírito Santo) on Instagram in order to propose a communication plan for the institutional network. As methods and procedures, this research approach is both qualitative and quantitative with use of bibliographic and documentary research, netnography, and content analysis. Regarding theory, this work is based on the concepts of organizational public communication (in the light of authors such as Matos, Brandão, Kunsh, Bueno, Lupetti and Duarte), cyberculture (from the perspective of Castells, Lévy and Jenkins), marketing digital and digital social media (Kotler, Cobra, Cezar, Torres, Vaz, Terra and Recuero). The main results indicate that the communication on the official Instagram of Ufes fails in strategic content that highlights teaching, research and extension actions, requiring a communication plan to enhance the production and activities of the university. In addition, it might say that there is an imbalance in the disclosure related to the various campuses, with prioritization of the Goiabeiras campus. Finally, as technical product, it was elaborated a communication plan for Ufes Instagram, to be delivered to the Ufes Communication Superintendence. The applied nature plan would serve as guidance for the Ufes Communication Superintendence for the development of their social media communication. This research was developed according to line 2 of the postgraduate program in public management: Technology, innovation and operations in the public sector. The focus of this line is the professional development using management, information, innovation and communication technologies to promote the improvement of the public service, within the structuring project 3, finalistic actions, programs, and support to the government.
