Made available in DSpace on 2016-06-02T19:16:25Z (GMT). No. of bitstreams: 1 3008.pdf: 1357654 bytes, checksum: 1eeb7c10aa286842a845b4df69e5c89f (MD5) Previous issue date: 2010-02-25 / Universidade Federal de Minas Gerais / From a diagnosis according to which there is a gap between common people and the research and development institutions, some studies in the public communication of science aim to gather solutions for reducing it a process in which journalism may be a key tool. This paper aims to analyze science reportages published in three magazines Ciência Hoje, Pesquisa Fapesp and piauí that have narrative aspects. Since the press uses many strategies to bring its public closer to science, we assume that the immersion reportage, using literary techniques, may be a way to achieve it. This research explores the narrative and discourse construction in science journalism and how the pieces handle polyphonic discourses, in order to identify literary journalism characteristics, diversity of themes and approaches to science, as well as to select some procedures which science reporters may use in newscovering. Our corpus was analyzed in a qualitative approache according to Bakhtin s discourse theories and the propositions of Science, Technology and Society and public communication of science studies, in order to promote a better interaction between science and other forms of knowledge, and also to bring a constructive view of science. / A partir do diagnóstico de um afastamento entre o público geral e o universo das instituições de ensino e pesquisa, os estudos em comunicação e percepção pública da ciência buscam soluções para que isso se reverta processo em que o jornalismo possui papel fundamental. Este trabalho se propõe a analisar reportagens de ciência publicadas nas revistas Ciência Hoje, Pesquisa Fapesp e piauí que apresentem características narrativas. Uma vez que a imprensa escrita por vezes utiliza variadas estratégias para aproximar seu público da atividade científica, partimos do pressuposto de que a reportagem em profundidade, com o uso de técnicas narrativas, pode suprir essa demanda. A pesquisa investiga a construção narrativa e discursiva no jornalismo científico e como as reportagens lidam com os diversos discursos presentes, com o objetivo de identificar nelas elementos do jornalismo literário, diversidade temática e as formas de abordagem da atividade científica, bem como distinguir procedimentos reprodutíveis para repórteres de ciência. O corpus foi analisado segundo as teorias discursivas de Bakhtin e as perspectivas dos estudos em Ciência, Tecnologia e Sociedade e comunicação pública da ciência, de modo a promover uma interação entre ciência e outros campos do conhecimento e de trazer uma compreensão da construção social da ciência.

Submitted by Alison Vanceto (alison-vanceto@hotmail.com) on 2017-02-16T16:02:49Z No. of bitstreams: 1 DissTGZS.pdf: 2361976 bytes, checksum: bfe12588fa033582865bc65e7d00b822 (MD5) / Approved for entry into archive by Ronildo Prado (ronisp@ufscar.br) on 2017-04-24T11:38:17Z (GMT) No. of bitstreams: 1 DissTGZS.pdf: 2361976 bytes, checksum: bfe12588fa033582865bc65e7d00b822 (MD5) / Approved for entry into archive by Ronildo Prado (ronisp@ufscar.br) on 2017-04-24T11:38:31Z (GMT) No. of bitstreams: 1 DissTGZS.pdf: 2361976 bytes, checksum: bfe12588fa033582865bc65e7d00b822 (MD5) / Made available in DSpace on 2017-04-24T11:46:35Z (GMT). No. of bitstreams: 1 DissTGZS.pdf: 2361976 bytes, checksum: bfe12588fa033582865bc65e7d00b822 (MD5) Previous issue date: 2016-12-15 / Não recebi financiamento / Quali-quantitative diagnosis of São Carlos Institute of Physics (IFSC/USP) website to verify its communicational effectiveness with intern (IFSC/USP teachers, employees and students) and extern public. The quantitative analysis, that considered 2.441 news, posted between June 2011 and December 2015, it was based on data provided by Google Analytics tool, considering three main topics: geographic and demographic users profile, views and time remaining on each one of the pages. The qualitative analysis considered topics related to website´s content, usability and functionality. It was concluded that news related to Everyday Physics, Health and Medicine and Opportunities were responsible for the biggest accesses and time of permanence of the users on the website. The study proposes the insertion of more interactive tools e multimedia resources on the website to attract more extern users as well as to bring more visibility to the website and the institution. / Diagnóstico quali-quantitativo do portal institucional do Instituto de Física de São Carlos (IFSC/USP) para verificar sua efetividade comunicacional com o público interno (docentes, funcionários e alunos do IFSC/USP) e público geral. A análise quantitativa, que considerou 2.441 notícias, postadas no portal entre junho de 2011 e dezembro de 2015, teve como base dados fornecidos pela ferramenta Google Analytics, considerando-se três tópicos principais: perfil geográfico e demográficos dos usuários, visualização e tempo de permanência em cada uma das notícias. A análise qualitativa considerou tópicos relacionados ao conteúdo, usabilidade e funcionalidade do portal. Concluiu-se que notícias relacionadas à Física do Cotidiano, Saúde e Medicina e Oportunidades foram as responsáveis pelos maiores acessos e tempo de permanência dos usuários no portal. O estudo propõe a inserção de mais ferramentas interativas e recursos multimídia no portal para atrair mais usuários externos, bem como trazer maior visibilidade ao portal e à instituição.

Made available in DSpace on 2014-12-17T13:53:34Z (GMT). No. of bitstreams: 1 ElidaRMS_DISSERT.pdf: 2121129 bytes, checksum: a588269dcbb9d940a7267a0f2c55eb74 (MD5) Previous issue date: 2012-09-14 / Based on the definitions of Public Communication, Political Marketing, Public Interest Information and Communication as a Tool of Governance, the study notes the use of the news section of the websites of the City Christmas and Mossoro, Rio Grande do Norte, in regard to strengthening citizenship and encouraging participatory management, from the characterization of materials like pieces of Political Marketing and Public Communication. Data collection in qualitative research was conducted from August to September 2011 and content analysis showed that the appropriation of public property for personal use is a reality, despite legal requirements to the detriment of strategic communication and governance for results from the dissemination of information of public interest and the establishment of a communication channel between State Government and Society. Elements of this study suggest the need for further research to deepen the discussion / Baseado nas defini??es de Comunica??o P?blica, Marketing Pol?tico, Informa??o de Interesse P?blico e na Comunica??o como Ferramenta de Governan?a, o estudo observa o uso da se??o de not?cias dos sites das Prefeituras de Natal e Mossor?, no Rio Grande do Norte, no tocante ao fortalecimento da cidadania e incentivo ? gest?o participativa, a partir da caracteriza??o das mat?rias como pe?as de Marketing Pol?tico e Comunica??o P?blica. A coleta de dados da pesquisa qualitativa foi realizada de agosto a setembro de 2011 e a an?lise do conte?do demonstrou que a apropria??o da coisa p?blica para uso pessoal ? uma realidade, apesar das exig?ncias legais, em detrimento de a??es estrat?gicas de comunica??o e de governan?a para resultados, a partir da difus?o de informa??es de interesse p?blico e do estabelecimento do canal de comunica??o entre Estado, Governo e Sociedade. Elementos deste estudo sugerem a necessidade de novas pesquisas para aprofundar a discuss?o

Submitted by Priscilla Araujo (priscilla@ibict.br) on 2018-08-07T18:19:18Z No. of bitstreams: 2 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Tese_Doutorado_Museu_do_Amanhã_Bruno_Lara_GRAVAR_CD_REGRAVÁVEL (1).pdf: 2699364 bytes, checksum: 0ee8933296cc91469f814f98caa1e68b (MD5) / Made available in DSpace on 2018-08-07T18:19:19Z (GMT). No. of bitstreams: 2 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Tese_Doutorado_Museu_do_Amanhã_Bruno_Lara_GRAVAR_CD_REGRAVÁVEL (1).pdf: 2699364 bytes, checksum: 0ee8933296cc91469f814f98caa1e68b (MD5) Previous issue date: 2018-06-11 / A presente tese busca identificar o que há de inovador no recém-criado Museu do Amanhã (MA) enquanto museu de ciências, especificamente enquanto proposta contemporânea de divulgação científica. A pesquisa se estrutura conforme especificado a seguir. Na seção teórica, inicial, apresentam-se transformações das abordagens sobre a relação ciência e público, apontando para a tendência atual de considerar o público como um ator de destaque nas atividades de divulgação científica. A seguir, consideram-se as transformações históricas dos museus de ciência e as tentativas de classificação dos mesmos, revisão que aponta para o fortalecimento do conceito de educação para o amplo público. A seção seguinte, sobre o contexto da comunicação pública da ciência e dos museus no Brasil, revela esforços no sentido de institucionalização da área, a valorização do seu papel educacional, assim como as carências da população reveladas pelas diversas pesquisas realizadas. A subsequente descrição do museu e a análise da proposta museológica mostram sua grande repercussão, como se posiciona enquanto museu, além de sua ênfase na promoção de encontros entre atores sociais (pessoas e organizações) em um ambiente de discussões para a tomada de decisões para minimizar as consequências do Antropoceno, levantando ideias e projetos de futuro da humanidade. O principal foco empírico da tese – as entrevistas com idealizadores e gestores da educação – revela o que estes consideram como inovação no MA e como proposta de comunicação pública da ciência. Nas falas dos idealizadores destacam-se as diversas inspirações que deram origem ao museu e a sua valorização do papel educacional do museu, na busca por mudanças de atitude - do visitante e do público em geral – através de ações que visam apropriação e engajamento em torno da ideia do Antropoceno. Nas falas dos gestores de educação sobressaem propostas, ações e desafios relacionados à comunicação com a multiplicidade de públicos, assim como os esforços voltados para atrair e valorizar a vizinhança, a localidade onde está instalado o Museu, região de riqueza histórica e específicas necessidades sociais e culturais. / This thesis aims to identify what is innovative in the recently created Museum of Tomorrow (MT) as a science museum, specifically as a contemporary proposal for scientific dissemination. The research is structured as follows. In the theoretical section we consider changes in the approaches on the relationship between science and public, pointing to the current tendency to consider the public as a prominent actor in the activities of scientific dissemination. Next, we consider the historical transformations of the museums of science and the attempts to classify them in specific types of museums, a review that points to the strengthening of the concept of education for the general public. The following section, on the context of the public communication of science and museums in Brazil, reveals efforts to institutionalize this research field, its educational role, as well as the identification of scientific interests and needs of the population revealed by the various researches carried out. The subsequent description of the Museum of Tomorrow and the analysis of its museological proposal show its great repercussion, as well as its emphasis on the promotion of meetings between social actors (people and organizations) in an environment that contributes to discussions, raising ideas and projects for the future of humanity that will subsidize decisions contributing to minimize the consequences of the Anthropocene. The main empirical focus of the thesis - the interviews with the MT idealizers, as well as education managers - reveals what they consider as innovation in the MT and as its proposal of public communication in science. In the perspective of the idealizers, the various inspirations that gave origin to the museum and their appreciation of the educational role of the museum seeking behavioural changes - of the visitor and of the public in general towards the environment - are highlighted. In the speeches of education managers, proposals, actions and challenges related to communication with the multiplicity of publics stand out, as well as their efforts aimed at attracting and valuing the participation of members of the surrounding neighbourhood, a region of historical tradition and specific social and cultural needs.

Esta dissertação toma como ponto de partida o conceito de comunicação pública, ainda em desenvolvimento no Brasil, em diálogo com autores estrangeiros (França, Itália e Colômbia) e nacionais, para destacar, dentre os possíveis agentes de comunicação pública, o próprio Estado, uma vez que este tem o dever de informar (art. 5º, inciso XXXIII da CF) e de dar publicidade a seus atos. Com isso, alia Direito e Sociologia aos estudos da comunicação, em conformidade com dois princípios constitucionais da administração pública brasileira: a publicidade e a impessoalidade (art. 37). Este estudo constata que, a partir da redemocratização brasileira, houve uma transição, no âmbito do Estado, do conceito de \"comunicação governamental\", entendida aqui como aquela voltada à construção da imagem de governos e governantes, para a comunicação pública, que é aquela cujo olhar volta-se aos interesses da coletividade, auxiliando no acesso e conhecimento das políticas públicas, no acompanhamento da aplicação dos recursos públicos e na garantia de maior participação da sociedade nos assuntos do Estado. Assim, a partir de um estudo de caso - a Superintendência do Instituto Nacional de Colonização e Reforma Agrária de São Paulo (Incra-SP) -, a presente dissertação analisa como se deu a relação entre o Estado e a sociedade, no que tange ao direito à informação de posse dos órgãos públicos, principalmente a partir do relacionamento entre a comunicação social do órgão e os media, durante o segundo mandato do presidente Luiz Inácio Lula da Silva (2007 a 2010). / This dissertation takes as a starting point the concept of public communication, still in development in Brazil, in dialog with foreign (France, Italy and Colombia) and local authors to highlight, among possible agents of public communication, the State itself, once it has the obligation to inform (art. 5º, incise XXXIII of the federal Constitution) and to publicize its acts. In this ally\'s law and sociology to communication studies, according with two constitutional principles of Brazilian public administration: publicity and impersonality (art. 37). This study considers that from the Brazilian re-democratization there was a transition, within the Brazilian State, of the concept of \"governmental communication\" understood here as the one used to build the image of the government and the governors, to the public communication, which is the one who should look over the interests of the collectivity, helping to promote the knowledge and access to governmental programs, following the public investments and granting more social participation in government issues. So, from a case study - the Superintendência do Instituto Nacional de Colonização e Reforma Agrária de São Paulo (Incra-SP) -, the present dissertation analyses how was the relationship between the State and the society, about the right to access information uphold by the public institutions, mainly from the relationship between the institutions social communications office and the media during the second term of the president Luiz Inácio Lula da Silva government.

O presente trabalho de pesquisa propôs-se, ao final do doutorado, uma pesquisa-ação-participante, objetivando a constituição de ítens metodológicos para pesquisas empíricas em deliberação online, nos grupos de redes sociais digitais. Inicialmente o objetivo era desenvolver um aplicativo que possibilitasse a coleta de dados online, para que perfis participantes de grupos de redes sociais digitais pudessem deliberar sobre temas de políticas públicas, notadamente na área educacional. Durante o trabalho de pesquisa, os cenários políticos e econômicos indicaram mudanças sociais que refletiram nas possibilidades de coletas dos dados. Algumas noções sobre liberdade de expressão, censura, autocensura e novas epistemologias, aqui denominadas educomunicativas, guiaram as decisões sobre observação das conversações digitais e o resultado para a elaboração de políticas públicas. Concluímos com a indicação de formatos para design de ferramentas online para deliberação pública nas redes sociais digitais, e observamos que esses espaços não aumentam ou diminuem a democracia, mas somente são um recurso a mais para aquelas pessoas que acreditam na importância da participação cívica e política. / At the end of the PhD, the research was proposed as an action-participant research, aiming at the constitution of methodological items for empirical research in online deliberation in digital social network groups. Initially, the objective was to develop an application that would allow the collection of data online, so that profiles from digital social networking groups could deliberate on public policy issues, especially in the educational area. During the research work, the political and economic scenarios indicated social changes that reflected in the possibilities of collecting the data. Some notions about freedom of expression, censorship, self-censorship and new epistemologies, here denominated educomunicativas, guided the decisions about observation of the digital conversations and the result for the elaboration of public policies. We conclude with the indication of formats for designing online tools for public deliberation in digital social networks, and we note that these spaces do not increase or decrease democratic spaces, but they are only an additional resource for those who believe in the importance of civic participation and policy.

Le dossier médical personnel, DMP, appartient aux données médicales informatisées. La thèse consiste à observer la politique de communication et d’information des acteurs publics et des acteurs privés de santé dans le dispositif de mise en œuvre du dossier médical personnel, désormais partagé (DMP) et de ses enjeux. Le périmètre est circonscrit à la médecine de ville, généraliste et spécialiste, ses usages et le comportement de l’ensemble des acteurs, incluant le patient, face à cet outil mis en place par la politique publique de santé dans le cadre de la régulation et de la rationalisation de la santé. La réflexion pose dans un premier temps les piliers de la réflexion, délimitant le système concerné, complexe et les concepts primaires. Les acteurs et les relations qu’ils entretiennent sont observés dans le cadre de leur collaboration spécifique sur le dossier médical personnel. La politique publique est observée et étudiée sous l’axe conjoint de la communication et de l’information dans un deuxième temps, suivie par l’analyse du discours généré par ce dispositif de santé. Un point important de la thèse se pose sur les données captées, leur hébergement, la dématérialisation, leur sécurité, leur archivage et leur traçage et traçabilité sans oublier la personnalisation de la médecine et le changement de rapport entre soignant et patient. Ce projet structurant du système de santé français a des conséquences sur les systèmes d’informations et le système d’information de santé, et la conduite du changement se répercute vers un changement de modèle économique lié à l’économie des réseaux / The Patient’s Medical Record (DMP) belongs to the medical electronic data. The thesis consists in observing the communication and information policy developed by the public and private actors of health in the implementation mechanism of the DMP, which is now shared, and of its challenges. The scope is restricted to urban medicine, general practitioners or specialists, the uses and behavior of the whole group of the people concerned, including the patient, in relation to the instrument set up within the context of health regulation and rationalization. As a first step, in order to lay the foundations of our reflexion, we delineate the relevant system (a complex one), and the key concepts. The actors and their relationships are observed as part of their specific collaboration in the DMP. As a second step, the public policy is observed and studied through the double focus of communication and information; then the language generated by the DMP is analyzed. An important point of the thesis lies in the collected data: hosting, dematerialization, safety, archiving, trackage and traceability, including the customizing of medicine and the fact that the relationship between the patient and the caregiver is changing. All this is studied throughout the leading theme of communication and the relevant sectors affected by e-health and more specifically by the DMP. This French development project of the care system has consequences upon the information systems and the health information system. Moreover, the change management has repercussions on a changing economic model, which is linked with the network economy.

The behaviour of taking out unsecured loans to purchase goods or services is in danger of causing over-indebtedness, especially among young adults. The lending of consumer credits is closely associated with inadequate creditworthiness assessments as well as high interest rates, which implicates that borrowers with narrow margins are granted loans that they are later unable to repay. Consumer information in the form of loan terms and pre-purchase information is not sufficient to give the consumer an understanding of the long-term effects that a consumer credit may have on the personal finance. The aim of this study is to explore how the Swedish Consumer Agency can use cautionary tales to influence young adults’ (18–29 years) attitudes towards consumer credits. The research objective is to present a design proposal for a narrative, as part of a public communication campaign with the Swedish Consumer Agency as messenger. To develop an understanding of possible reasons why young adults take out consumer credits, as well as the consequences for those who cannot repay their loans, quantitative as well as qualitative data was collected from government publications and official statistics. Based on the findings from the data collection, a narrative for a campaign video was created in the format of a screenplay. The narrative's potential impact was then evaluated with the help of prospective users of the campaign video. The results from the user testing show that the narrative activated psychological processes in the participants which are associated with attitudinal impact. Thus, the results suggest that a cautionary tale, which explains potential causes and effects of over-indebtedness that is relatable to young adults, can influence young adults' attitudes towards consumer credits. / Att ta lån utan säkerhet för att köpa varor eller tjänster är ett beteende som särskilt bland unga vuxna riskerar att leda till överskuldsättning. Utlåning av konsumtionskrediter är nära förknippad med bristande kreditprövning så väl som höga räntekostnader, vilket medför att låntagare med små marginaler beviljas lån som de senare inte förmår att betala tillbaka. Konsumentinformation i form av lånevillkor och förköpsinformation är inte tillräckliga för att ge konsumenten en förståelse för vilka effekter konsumtionskrediter kan ha på privatekonomin långsiktigt. Syftet med denna studie är att utforska hur Konsumentverket kan använda varnande berättelser för att påverka unga vuxnas (18–29 år) attityder till konsumtionskrediter. Målet med studien är att utforma ett gestaltningsförslag till ett narrativ, som en del i en offentlig kommunikationskampanj med Konsumentverket som avsändare. För att utveckla en förståelse för varför unga vuxna tar konsumtionskrediter, liksom vilka konsekvenserna blir för dem som inte kan betala sina skulder, samlades kvantitativa så väl som kvalitativa data från statspublikationer och officiell statistik. Med utgångspunkt i fynden från datainsamlingen utformades ett narrativ till en kampanjfilm, gestaltat som ett filmmanus. Narrativets potential till attitydpåverkan utvärderades därefter med hjälp av presumtiva användare av kampanjfilmen. Resultaten från användartesterna visar att narrativet aktiverade psykologiska processer hos testdeltagarna som är associerade med attitydpåverkan. Resultaten föreslår således att en varnande berättelse som redogör för möjliga orsaker till och konsekvenser av överskuldsättning som unga vuxna kan relatera till, kan påverka unga vuxnas attityder till konsumtionskrediter.

This dissertation addresses the complex challenge of communicating knowledge about environmental risks from toxic chemicals. Modern environmental risks are often invisible and technically complex, making the management of these risks highly dependent on data and information. Reliance on risk knowledge necessitates effective dissemination and communication by government agencies, yet the public's engagement with this information remains unclear due to limited real-world studies. This dissertation is comprised of three standalone papers bridging this gap. Each focuses on different aspects of risk knowledge communication using news dialogues as data sources. The first paper investigates the communication of location-specific risk information through a case study of the Radford Army Ammunition Plant (RAAP). Using content analysis and logistic regression, the study examines how scientific information about local environmental issues is presented in news articles and what factors influence its inclusion. Findings highlight the varying capacities among different stakeholder groups to access and utilize scientific information, underscoring the need for governmental and research support for less-resourced groups. The second paper explores chemical-specific risk knowledge, focusing on the environmental risks associated with per- and polyfluoroalkyl substances (PFAS). Employing a structural topic model (STM) and multinomial logistic regression, the study assesses the impact of the United States Environmental Protection Agency (US EPA)'s Draft Toxicity Assessment for GenX, one of the PFAS chemicals, on news topics. Results indicate that the influence of new risk knowledge on news topics varies depending on community context, with significant impacts observed when communities are ready for governmental action or legislation using the new assessment. The third paper examines the use of the US EPA's Toxics Release Inventory (TRI) database in news media. Through exploratory analysis, it reveals how different stakeholders use TRI data to make claims about environmental risks, highlighting that environmental organizations are primary users who often reconstruct TRI data to make it more relevant to the public. This suggests their potential role as intermediaries in risk knowledge communication. This dissertation provides empirical evidence of the limited news coverage of environmental risk knowledge, the dominance of government sources, and the significant role of intermediary groups. The findings suggest policy implications for government agencies and other organizations, highlighting the need to improve the conveyance and communication of risk knowledge. Recommendations include providing more contextual information and training for communities and intermediary groups on interpreting and utilizing risk data and information. These aim to bolster public comprehension and responsiveness to environmental risks, thereby protecting public safety and health. / Doctor of Philosophy / Toxic chemicals in our environment pose serious risks, but these dangers are often invisible and complex, making them hard to understand and manage without data and information about them. This dissertation explores how information about these risks is shared with the public through printed and online news coverage, aiming to enhance communication and our understanding of these environmental threats. This dissertation presents findings from three studies, each focusing on different types of risk information. The first looks at scientific information about local environmental risks at the Radford Army Ammunition Plant communicated in the news. It shows that not all groups have the same ability to access and use scientific data, and people tend to or feel compelled to bring up scientific information when they claim that risks exist, while the same level of scientific proof is not deemed necessary when denying the risks. The second study identifies topics in the news coverage of a specific chemical risk, per- and polyfluoroalkyl substances (PFAS) contamination across the United States. This study also reveals how the publication of a new risk assessment for GenX – one type of PFAS chemical that was found to be more harmful than previously thought – changes the topics covered in the news. It finds that the impact of the new risk assessment depends on the readiness of communities to engage with the information and take action. The third study examines how a broad database of toxic chemical releases – the United States Environmental Protection Agency's Toxics Release Inventory – is used by various groups speaking in the news. It finds that environmental organizations play a crucial role in making complex data understandable and relevant to the public. Overall, this dissertation highlights the challenges and importance of effectively sharing information about toxic chemicals. It suggests ways for government agencies and other organizations to improve how they communicate these risk data and information, such as providing more context and training for those who advocate or report on these issues. By doing so, we can help the public better understand and respond to environmental risks, ultimately protecting our health and the planet.

Esta dissertação explora as interfaces e possíveis articulações entre os conceitos de Comunicação, Promoção da Saúde e Espaço Social Alimentar. Por meio de revisão bibliográfica, traça-se a história do conceito da Promoção da Saúde no mundo e no Brasil. Em seguida, debate-se o papel do profissional de Comunicação como possível agente de mobilização social, destacando-se a Comunicação Pública como conceito essencial para o desenvolvimento da cidadania. Pautando-se no pensamento da Escola de Montreal, aborda-se a Comunicação Organizacional e suas interfaces com a Comunicação Pública. Propõe-se os modelos comunicacionais de Haswani e de Jaramillo López, como alicerce teórico para ações de Comunicação Interna. A análise da Política Nacional de Promoção da Saúde (PNPS) e da Política Nacional de Alimentação e Nutrição (PNAN) expõe a importância de práticas alimentares adequadas e saudáveis para a promoção da saúde. Elas são contextualizadas, em relação ao estudo exploratório realizado com os funcionários da Escola de Comunicações e Artes da Universidade de São Paulo (ECA-USP), sobre suas práticas alimentares. A metodologia de Jean Pierre Poulain, da Sociologia da Alimentação, pauta o estudo exploratório. A pesquisa pretende ser o primeiro passo para a estruturação de um banco de dados sistematizado sobre fatores condicionantes e determinantes da saúde dos funcionários desta instituição. Este banco proverá dados essenciais para a elaboração e implementação de políticas e ações que visem a Promoção da Saúde na Escola no futuro. / This dissertation explores the commonalities and possible interactions between the concepts of Communication, Health Promotion and Food Social Space. The literature review retraces the historic evolution of Health Promotion as a concept worldwide and regionally in Brazil. It then correlates that field with the current state of Public Communication research in Brazil, defending the notion that Communication professionals have a role to play as health promoters. Based on the theories of the School of Montreal, this paper connects Organizational Communication and Public Communication concepts, with the goal of establishing a path for action that corroborates the defended thesis of the role of the Communication professional in Health Promotion. Lopez and Haswani\'s Public Communication models are used as the theoretical basis for action. The analysis of two public policies (on \"Health Promotion\" and \"Food and nutrition\") lays the ground for the empirical study developed with the employees of ECA-USP. Jean-Pierre Poulain\'s Sociology of Food methodology is adopted in the study of the food practices of the aforementioned public. This dissertation seeks to be a first step in structuring a database with information that can guide future organizational action and programs aimed towards the promotion of employees\' health.