Notre thèse explore la communication numérique des institutions culturelles via les réseaux sociaux, se penche en particulier sur la médiation de la mémoire sociale des musées d'ethnologie via facebook. L'objectif est de questionner la façon de médiation culturelle sur les réseaux sociaux : comprendre le processus de co-construction de la mémoire sociale issu de la dynamique des interactions numériques entre producteurs et récepteurs. Nous nous penchons sur la médiation et l’intermédiation de la mémoire sociale dans le cas de trois musées d’ethnologie. À partir d'une approche pluridisciplinaire en SIC, le musée d’ethnologie est envisagé comme institution culturelle, un média et un espace de médiation sociale et culturelle. En passant de la communication de masse à une communication numérique, créant une dynamique de coproduction de sens et de mémoire, les musées passent de la médiation à l'intermédiation culturelle. Notre démarche compréhensive et herméneutique, s'intéresse aux acteurs produisant les discours sur facebook, musées et internautes. Corpus constitué par une triangulation méthodologique. Nos analyses thématique, sémantique et cognitivo-discursive montrent que le musée d'ethnologie comme lieu ouvert de savoirs et d'idée, où les internautes sont des publics et acteurs. Les réseaux sociaux, outils de médiation et d'intermédiation de la mémoire sociale permettent une dynamique de coproduction de connaissances. L'originalité de la thèse est l'étude de la dynamique de médiation numérique dans des contextes sociohistoriques et sociopolitiques variés. Permet l'élargissement de la problématique de la médiation et la communication à l'intermédiation et la coproduction. / Our thesis explores the digital communication of cultural institutions via social networks, and focuses in particular, on the mediation of the social memory in museums of ethnology via facebook. The objective is to question the way of cultural mediation on social networks : to understand the process of co-construction of social memory resulting from the dynamics of digital interactions between producers and receivers as Internet users. We focus on the mediation and intermediation of social memory in the case of three ethnology museums. Based on a multidisciplinary approach in SIC, the ethnology museum is considered as a cultural institution, a media and a social and cultural mediation area. By moving from mass communication to digital communication, creating a dynamic of co-production of meaning and memory, museums are moving from mediation to cultural intermediation. Our comprehensive and hermeneutic approach, is interested in the actors producing the speeches on facebook, museums and Internet users. Corpus constituted by a methodological triangulation. Our thematic, semantic and cognitive-discursive analyzes show that the ethnology museum is an open place of knowledge and ideas, where Internet users are public and actors. Social networks, as tools of mediation and intermediation of the social memory allow a dynamic of co-production of knowledge. The originality of the thesis is the study of the dynamics of digital mediation in various sociohistorical and socio-political contexts. That is allows the expansion of the problematic of the mediation and communication to the intermediation and co-production.

Bakgrund: Det digitala samhället har under de senaste åren utvecklats drastiskt då artificiell intelligens har fått en större roll. Flertal företag har börjat se potential med att tillämpa artificiell intelligens inom digitala marknadsföringssyften med kunder. Trots de fördelar artificiell intelligens medför oroar sig många människor att mänsklig interaktion minskar. En minskning av den mänskliga interaktionen kan i sin tur försvåra skapandet av tillitsfulla kundrelationer om artificiell intelligens får ett övertag. Syfte: Studiens syfte har varit att undersöka hur företag inom konsumentsektorn kan arbeta för att skapa tillitsfulla relationer till sina kunder i samband med användning av artificiell intelligens inom digital marknadsföring. En avsikt har också varit att ta reda på vad artificiell intelligens kan ha för roll i den digitala marknadsföringen. Metod: Uppsatsen erhåller en kvalitativ forskningsmetod och det empiriska materialet samlades in genom semistrukturerade intervjuer. Totalt deltog åtta respondenter, två forskare inom artificiell intelligens och sex specialister inom marknadsföring. Resultatet har analyserats med hjälp av tidigare forskning där artificiell intelligens, digital marknadsföring, digital kommunikation, kundrelationer, tillit och kunddeltagande har varit centrala teorier. Slutsats: Studiens resultat visade att det finns flera arbetssätt som företag kan använda för att underlätta vid byggandet av tillitsfulla kundrelationer i samband med implementering av AI-verktyg. V iktiga aspekter har därför blivit kommunikation, ärlighet och kontroll. V idare har det framkommit att artificiell intelligens kommer ha en stor roll inom digital marknadsföring med utgångspunkt i att kunden följer med i digitaliseringens utveckling och att företag arbetar för att bibehålla kundens tillit vid användning av denna teknik. / Background: The digital society during the past few years has gone through a drastic developement due to the artificial intelligence. Multiple companies is starting to see great potential with implementing the technique within digital marketing purposes with customers. Despite the benefits artificial intelligence can offer, many people still worry about the reduction of the human interaction. A decrease of the human interaction can lead to difficulties in the process of creating trustworthy customer relations if artificial intelligence gets the ascendancy. Aim: The purpose of the study has been to investigate how companies in the consumer sector can work to create trustworthy relationships with their customers in connection with the use of artificial intelligence in digital marketing. An intention has also been to find out what role artificial intelligence can have in digital marketing. Method: This thesis obtains a qualitative research method and the empirical material was gathered through semi-structured interviews. Eight respondents participated, two researchers within artificial intelligence and six marketing specialists. The result has been analyzed by using previous research where artificial intelligence, digital marketing, digital communication, customer relations, trust and customer participation has been central theories. Conclusion: The result indicated that there are several working methods that companies can use to facilitate the construction of trusting customer relationships in connection with the implementation of AI tools. Important aspects are communication, honesty and control. Furthermore, the result has emerged that artificial intelligence will have a major role in digital marketing, based on if the customers continues to follow the development of digitalization and that companies work to maintain the customer’s trust in using this technology.

Art directing i en digital kommunikationsbyrå och att arbeta heltid eller deltid som konstnär är två yrken som har en sak gemensamt. I egenskap av professionella roller har de en nyckeluppgift de måste uppfylla – att vara kreativa. I denna uppsats fokuserar vi på den kreativa processen vid generering av idéer i områden av digital media och konst för att se om det finns tydliga skillnader eller likheter i hur kreativt arbete för sig inom båda områden. För att jämföra den kreativa processen mellan de två parterna har vi gjort flertalet intervjuer och observationer med yrkesverksamma konstnärer och art directors. Genom att undersöka områdena kreativitet, design och konst har vi distingerat ett antal olika steg som är teoretiskt möjliga att applicera på både design och konst. Genom att ställa samma frågor till samtliga informanter och genom att kategorisera de händelser som dokumenteras vid observationerna hoppas vi på att kunna dra slutsatser om likheter och olikheter inom de kreativa processerna i konst och designarbete. Vi hoppas även att våra resultat kan tillämpas på senare studier samt av designers och konstnärer som vill lära sig av varandras arbete. / Art directing in a digital communication agency and working as a full or part-time artist is two occupations that have one thing in common. Both professional roles has one key assignment that they need to fulfill – to be creative. In this paper we will focus on the creative process when generating ideas in the areas of digital media and arts to see if there are any significant differences or similarities between how the creative work is done in both areas. To compare the creative process between the two parts we have done several interviews and observations with working creators within the areas. By exploring the concepts of creativity, design and art we have distinguished several steps which theoretically could be applied to both design work and arts. By asking the same questions to all informants and by categorizing the events documented in the observations we hopeto be able to come up with conclusions about what differences there are between the processes in artand design work. We also hope that our results can be adapted in later studies and by designers andartists who want to learn something from each other's work.

Emerging "bandwidth hungry" applications such as high definition video distribution and ultra fast multimedia side-loading have extended the need for multi-gigabit wireless solutions beyond the reach of conventional WLAN technology or even more recently emerging UWB and MIMO systems. The availability of 7GHz of unlicensed bandwidth in the 60GHz spectrum, represents a unique opportunity to address such data-throughput requirements. The 60GHz Integrated CMOS digital radio chipset comprises of PHY and MAC layers, RF transceiver, High-Speed Digital Interface and an underlying Serial Communication Fabric. To have a complete communication solution compliant with the latest ECMA-369, ISO/DIS 13156 and IEEE 802.15.3c standards, we build a million gate digital implementation of MAC and PHY. The Serial Peripheral Interface (SPI) serves as the bridge between the higher layers in the communication stack (PAL-MAC) and the lower layers like PHY-RF Front End. The MAC module can setup the communication link on the fly by tuning parameters such as operating channel, channel bonding and bandwidth, data rates, error correction mechanisms, handshaking mechanisms, etc, by using the SPI to communicate with internal components. The SPI interface plays a crucial rule in not only this, but also during the testing and debug phase. Operation of each of the RF modules is monitored through the serial interface using local SPI slaves which are hooked up to the 4-wire serial bus running all through the chip. The SPI host controller emulates an embedded protocol analyzer. For calibration and fine tuning purposes, digital settings can also be loaded onto these modules through the SPI interface. R-2R DACs are used to convert these commands into analog voltages which then provide a tunable bias to the RF and mixed-signal modules. Other key functions of this serial communication and control interface are: Initialization of all of the RF and mixed signal modules, DC calibration of data converter, PLL and other mixed-signal modules, data acquisition, parametric tuning for digital modules such as linear equalizer, Gain Control loops (AGC, VGA), etc. Ultra high speed digital Input-Output buffers are used to provide an external data interface to the radio chipset. These high speed I/Os are also used in the gbps (gigabit-per-second) link for data transfer between the RF transceiver chip and the PHY-MAC baseband chip. The IOs are expected to comply with different signaling standards such as LVDS, SLVS200, SLVS400, etc. A robust system involves a meticulous pad ring design with proper power domains and power cuts. Full-chip integration of the digital PHY, MAC, peripheral logic and IO ring is done in a semi-custom fashion.

In this thesis we address the problem of designing codes for specific applications. To do so we make use of the relationship between clusters and codes. Designing a block code over any finite dimensional space may be thought of as forming the corresponding number of clusters over the particular dimensional space. In literature we have a number of algorithms available for clustering. We have examined the performance of a number of such algorithms, such as Linde-Buzo-Gray, Simulated Annealing, Simulated Annealing with Linde-Buzo-Gray, Deterministic Annealing, etc, for design of codes. But all these algorithms make use of the Eucledian squared error distance measure for clustering. This distance measure does not match with the distance measure of interest in the error correcting scenario, namely, Hamming distance. Consequently we have developed an algorithm that can be used for clustering with Hamming distance as the distance measure. Also, it has been observed that stochastic algorithms, such as Simulated Annealing fail to produce optimum codes due to very slow convergence near the end. As a remedy, we have proposed a modification based on the code structure, for such algorithms for code design which makes it possible to converge to the optimum codes.

South Africa the development of small tourism businesses are extremely vital for job creation and a development of a new economy. The South African tourism industry has to look at more innovative ways for marketing their products and services to develop the small tourism businesses. The arrival of web 2.0 led to the development and evolution of web-based communities, hosted services and web applications such as social networking sites. Social networking sites have encouraged new ways to communicate and share information on the web. When it comes to online networking, websites are commonly used. These websites are known as social networking sites and function as online communities on the internet. Social networking sites are currently one of the applications of Web 4.0 developments. This means creation by the majority and web participation a necessity. The importance of customer engagement enablement is recognised. Operating systems are in cloud-computing. The communication medium became social media systems and people sell everything via desktop, mobile, tablets and iTV. This study focuses on the Eastern Free State tourism destination and its development through social networks. The main aim of the study is to critically analyse the application and effective utilisation of social network site technologies within the Eastern Free State tourism industry and to explore this objective of social network applications used within the small businesses in Eastern Free State tourism industry. The empirical study was conducted by means of a field study using a structured questionnaire and interviews with key stakeholders. Data from 60 small tourism businesses were collected and a total of 55 businesses restricted to Eastern Free State Drakensberg were analysed in the process of collecting the peer-aided questionnaires. The biggest problems in the use of digital media are knowledge to develop a proper product that has measured marketing outcomes for the small business. / Thesis (MBA)--North-West University, Potchefstroom Campus, 2013.

South Africa the development of small tourism businesses are extremely vital for job creation and a development of a new economy. The South African tourism industry has to look at more innovative ways for marketing their products and services to develop the small tourism businesses. The arrival of web 2.0 led to the development and evolution of web-based communities, hosted services and web applications such as social networking sites. Social networking sites have encouraged new ways to communicate and share information on the web. When it comes to online networking, websites are commonly used. These websites are known as social networking sites and function as online communities on the internet. Social networking sites are currently one of the applications of Web 4.0 developments. This means creation by the majority and web participation a necessity. The importance of customer engagement enablement is recognised. Operating systems are in cloud-computing. The communication medium became social media systems and people sell everything via desktop, mobile, tablets and iTV. This study focuses on the Eastern Free State tourism destination and its development through social networks. The main aim of the study is to critically analyse the application and effective utilisation of social network site technologies within the Eastern Free State tourism industry and to explore this objective of social network applications used within the small businesses in Eastern Free State tourism industry. The empirical study was conducted by means of a field study using a structured questionnaire and interviews with key stakeholders. Data from 60 small tourism businesses were collected and a total of 55 businesses restricted to Eastern Free State Drakensberg were analysed in the process of collecting the peer-aided questionnaires. The biggest problems in the use of digital media are knowledge to develop a proper product that has measured marketing outcomes for the small business. / Thesis (MBA)--North-West University, Potchefstroom Campus, 2013.

Submitted by ALINE MARIANO ALVES CARNEIRO null (aline.alibauru@gmail.com) on 2017-12-13T21:26:32Z No. of bitstreams: 2 Tese Final.pdf: 2411312 bytes, checksum: 8d264a63c08bb6e933ce6fe0637d72bb (MD5) Tese Final.pdf: 2411312 bytes, checksum: 8d264a63c08bb6e933ce6fe0637d72bb (MD5) / Submitted by ALINE MARIANO ALVES CARNEIRO null (aline.alibauru@gmail.com) on 2017-12-14T11:25:01Z No. of bitstreams: 2 Tese Final.pdf: 2411312 bytes, checksum: 8d264a63c08bb6e933ce6fe0637d72bb (MD5) Tese Final.pdf: 2411312 bytes, checksum: 8d264a63c08bb6e933ce6fe0637d72bb (MD5) / Submitted by ALINE MARIANO ALVES CARNEIRO null (aline.alibauru@gmail.com) on 2017-12-14T13:50:30Z No. of bitstreams: 2 Tese Final.pdf: 2411312 bytes, checksum: 8d264a63c08bb6e933ce6fe0637d72bb (MD5) Tese Final.pdf: 2411312 bytes, checksum: 8d264a63c08bb6e933ce6fe0637d72bb (MD5) / Approved for entry into archive by Minervina Teixeira Lopes null (vina_lopes@bauru.unesp.br) on 2017-12-14T18:03:29Z (GMT) No. of bitstreams: 1 carneiro_ama_me_bauru.pdf: 2287576 bytes, checksum: 2bd673eb6de4b2dd163cd9f2463c6547 (MD5) / Made available in DSpace on 2017-12-14T18:03:29Z (GMT). No. of bitstreams: 1 carneiro_ama_me_bauru.pdf: 2287576 bytes, checksum: 2bd673eb6de4b2dd163cd9f2463c6547 (MD5) Previous issue date: 2017-10-24 / O contexto digital, por meio das tecnologias da informação e da comunicação (TICs) estão ressignificando o cotidiano dos indivíduos e de suas relações sociais, agora também virtuais. Consequentemente os novos conceitos estruturantes da sociedade em rede vem afetando diretamente o cenário das organizações contemporâneas, principalmente das micro e pequenas empresas (MPEs), uma vez que os indivíduos agora vivenciam uma realidade cultural mediada pela conexão, interatividade e velocidade de informações. Essa mediação exercida especialmente pelas TICs e pela virtualização coloca-nos diante de mudanças estabelecidas pelas relações entre o indivíduo e a tecnologia, alterando costumes, hábitos, a percepção de tempo e do espaço, dos modos de ver o mundo e a si mesmo. Portanto, essa mediação muda também as relações estabelecidas com e nas organizações e seus públicos. Não por acaso, esse estudo pretende fazer uma incursão sobre o contexto digital e sua influência sobre as organizações, considerando que as mudanças sociais, culturais, econômicas pautadas na transição dos meios de comunicação analógicos para os digitais e de como podem afetar e alterar o modus operandi das organizações. Portanto, a pesquisa tem como objetivo refletir sobre as dificuldades que as MPEs enfrentam em relação a comunicação organizacional, especialmente com a ascensão das TICs e da comunicação digital. Para tanto desenvolveu-se uma pesquisa teórica e aplicada, de abordagem quantitativa e qualitativa, com objetivos exploratórios e descritivos. Enquanto pesquisa teórica, utilizou-se da pesquisa bibliográfica, cujas principais referências destacamos Kunsch (2002, 2006, 2007, 2008, 2009 E 2014 ); Wolton (2006); Castells (2006); Corrêa (2005, 2008 E 2009); Jenkins (2009); Manucci (2008); Di Felice (2008); Recuero (2017), entre outros. Adicionalmente, adotou-se a pesquisa de campo com aplicação das técnicas do questionários e entrevista semiestruturada para a coleta de dados. A amostragem delimitou-se às micro empresas do comércio de varejo de vestuário do corredor do Calçadão da Batista de Carvalho da cidade de Bauru, São Paulo. Os resultados encontrados apontam que a comunicação organizacional não recebe qualquer tipo de gerenciamento ou atenção pelos empresários e, consequentemente a comunicação digital e as TICs são utilizadas exclusivamente para fins táticos e instrumentais. Com isso verifica-se que a maior dificuldade percebida é a transição da cultura organizacional, que ainda resiste em manter as características do período de industrialização, sendo centralizada no empresário e relutante às mudanças sociais. / The digital context, through information and communication technologies (ICTs) are redefining the daily lives of individuals and their social relations, now also virtual. Consequently, the new structuring concepts of network society have directly affected the scenario of contemporary organizations, especially micro and small enterprises (SMEs), since individuals now experience a cultural reality mediated by the connection, interactivity and speed of information. This mediation exercised especially by ICTs and virtualization puts us in the face of changes established by the relations between the individual and technology, changing customs, habits, perception of time and space, ways of seeing the world and itself. Therefore, this mediation also changes the relationships established with and in organizations and their audiences. Not by chance, this study intends to make a foray into the digital context and its influence on the organizations, considering that the social, cultural, economic changes based on the transition from the analogical media to the digital ones and of how they can affect and change the modus operations. Therefore, the research aims to reflect on the difficulties that MSE faces in relation to organizational communication, especially with the rise of ICTs and digital communication. For that, a theoretical and applied research was developed, with a quantitative and qualitative approach, with exploratory and descriptive objectives. As a theoretical research, we used bibliographical research, whose main references are Kunsch (2002, 2006, 2007, 2008, 2009 and 2014); Wolton (2006); Castells (2006); Corrêa (2005, 2008 and 2009); Jenkins (2009); Manucci (2008); Di Felice (2008); Recuero (2017), among others. In addition, the field research was applied with the application of the techniques of the questionnaires and semi-structured interview for the data collection. Sampling was limited to the micro-enterprises of the retail clothing trade in the corridor of Baçade de Batista de Carvalho in the city of Bauru, São Paulo. The results show that the organizational communication does not receive any kind of management or attention by the entrepreneurs and, consequently, the digital communication and the TICs are used exclusively for tactical and instrumental purposes. This shows that the greatest perceived difficulty is the transition of the organizational culture, which still resists maintaining the characteristics of the industrialization period, being centralized in the entrepreneur and reluctant to social changes.

A warmer climate is expected to increase the risks of natural disasters globally. China is one of the hotspots of climate impacts since its infrastructures and industries are often hard hit. Yet little is known about the nature and the extent to which they are affected. This thesis builds novel system-of-systems risk assessment methodologies and data for China, representing infrastructures (energy, transport, waste, water and digital communications) as interdependent networks that support spatially distributed users of infrastructure services. A unique national-scale geo-spatial network database containing 64,834 existing infrastructure assets is assembled. For the first time, flood and drought exposure maps of China's key infrastructures are created, highlighting the locations of key urban areas to understand how its infrastructures and population could be exposed to climate impacts. To deepen the understanding of how climate change will affect the Chinese infrastructure system and hence its economy, economic impact modelling is applied. The research combines a detailed firm-level econometric analysis of 162,830 companies with a macroeconomic input-output model to estimate flood impacts on China's manufacturing sector over the period 2003 - 2010. It is estimated that flooding on average reduces firm output by 3.18% - 3.87% per year and their propagating effects on the Chinese macroeconomic system to be a 1.38% - 1.68% annual loss in total direct and indirect output, which amounts to 17,323 - 21,082 RMB billion. Several infrastructure sectors - electricity, the heat production and supply industry, gas production and supply, the water production and supply industry - are indirectly affected owing to the effects of supply chain disruptions. Taking the above analysis one step further, this thesis explores how climate disaster risks may change over the period 2016 - 2055, using flooding as a case study. A global river routing (CaMa-Flood) model at a spatial resolution of 0.25° x 0.25° is applied and downscaled for China, using the daily runoff of 11 Atmospheric and Oceanic General Circulation Models (AOGCMs). Combining the flood analysis with the infrastructure database, this research demonstrates the changing locations of exposed infrastructures and their dependent customers. We find that by 2055, the number of infrastructure assets exposed to increasing probability of flooding under RCP 4.5 are 41, 268, 115, 53, 739, 1098, 432 for airports, dams, data centres, ports, power plants, rail stations, reservoirs respectively - almost 8% of all assets for each sector. The lengths of line assets exposed to increasing flood hazards are 14,376 km, 32,740 km, 102,877 km and 25,310 km oil pipelines, rail tracks, roads and transmission lines respectively. Under RCP 8.4, the numbers increase to 51, 301, 137, 71, 812, 1066, 424 for point assets. Linear assets increase to 19,938 km, 39,859 km, 122,155 km and 30,861 km. Further, we demonstrate that indirect exposure of customers reliant on those infrastructure assets outside the floodplain could also be high. The average number of customers affected by increasing flood probabilities are 54 million, 114 million and 131 million for airports, power plants and stations respectively. However, within this aggregate increase there is large spatial variation, which has implications for spatial planning of adaptation to flood risk to infrastructure. This is a first substantial study of flood impacts to infrastructure both in terms of direct exposure and their indirect implications. Lastly, to shed some light on the potential vulnerability of China's infrastructure system to climate impacts, this thesis develops a framework that identifies the drivers of infrastructure development in China using evidence from policy documents and a unique geospatial dataset for the years 1900 - 2010. Understanding these drivers will provide a useful foundation for future research in terms of developing infrastructure models that could project the locations of future infrastructure assets and networks in China, thereby quantifying how China's infrastructure exposure and vulnerability will change over time. Overall this research provides an integrated system-of-systems perspective of understanding network and economic vulnerabilities and risks to Chinese energy, transport, water, waste and digital communication infrastructures due to climate change. This is crucial in informing the long-term planning and adaptation in China.

Made available in DSpace on 2016-08-03T12:29:58Z (GMT). No. of bitstreams: 1 MariaRibeiro2.pdf: 2483816 bytes, checksum: f544ffbb985f4d5f24ef8de71c614d8f (MD5) Previous issue date: 2014-04-09 / With the advent of internet and its subsequent use as a means of communication, it is necessary to know, through analysis of literature on communication and internet, as well as empirical observation of the digital environment, what opportunities for improvement in processes of organizational communication open from the incorporation of internet usage (media and social networks) communication strategies of the institutions. The study aims to analyze the process of insertion of Embrapa in the environment of the media and social networks, what strategies the company used to prepare its institutional entrance in this ecosystem and how it utilizes the digital organizational communication strategies to promote its actions and strengthen relationships with its stakeholders. Furthermore, this text will discuss strategy models and the importance of planning (with setting goals, defining public) and monitoring when it intends to operate in the digital environment in a strategic way. The method consists of a case study which will assess the performance of Embrapa in the social network Facebook, through literature review, desk research, content analysis and semi-structured interviews. / Com o surgimento da internet e sua posterior utilização como meio de comunicação, torna-se necessário conhecer, por meio de análise de bibliografia sobre comunicação e internet, além de observação empírica do ambiente digital, que possibilidades de melhoria nos processos de comunicação organizacional se abrem a partir da incorporação do uso da internet (mídias e redes sociais) às estratégias de comunicação das instituições. O estudo tem por finalidade analisar o processo de inserção da Embrapa no ambiente das mídias e redes sociais, quais as estratégias que adotou para se preparar para ingressar de maneira institucional nesse ecossistema e como ela utiliza-se das estratégias de comunicação organizacional digital para divulgar suas ações e fortalecer o relacionamento com seus públicos de interesse. Além disso, serão apresentados modelos de estratégias e abordada a importância do planejamento (com estabelecimento de objetivos, definição de públicos) e do monitoramento quando se pretende atuar no ambiente digital de maneira estratégica. O método consiste em um estudo de caso no qual será analisada a atuação da Embrapa na rede social Facebook, por meio de uma revisão de literatura, pesquisa documental, análise de conteúdo e entrevistas semiestruturadas.