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Previous issue date: 2017-07-14 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior - CAPES / The diffusion of communication technologies and the popularity of social networking
sites consolidate digital platforms as environments of interaction in different spheres
of organizational life. Based on this context and its influence on organizational
communication, this work aimed to discuss the use of homepages of university
websites as possibilities / alternatives of communication with publics; to relate the
modalities and the platforms offered for the interaction; and to highlight the
specificities of interaction established between universities and public on the social
networking site Twitter. It was considered as alternatives of communication in the
digital platforms the "virtual ombudsmen", able to virtualize the speaking and the
hearing, in their traditional modalities - usually denominated of speak with us,
contact, contacts and / or ombudsman - and resignified - that are the Social
networking sites (SCROFERNEKER, 2010, 2013). The research was developed with
the 12 Brazilian universities with an institutional concept 5, according to the relation
made available in September 2016 on the website of the Ministry of Education
Register and e-MEC of Institutions and Courses of Higher Education. It should be
pointed out that "Communication with Society" is one of the dimensions considered
for obtaining the Concept and Ombudsman, one of the elements analyzed in this
dimension. We chose the method of Depth Hermeneutics as a guide for research
and, to observe the interactions via Twitter, through the technique of conversation
analysis. With the analysis of the homepages, it has been identified that the
universities are making available alternatives of digital communication / "virtual
ombudsmen" in their sites, however, asynchronous interaction predominates (that
does not occur simultaneously) and, in this way, it is possible to affirm that All the
potential of the online digital environment is used for interaction with audiences.
Likewise, the institutions do not demonstrate that social networking sites are
considered as virtual ombudspersons and on the Twitter site, there is a
predominance of informative posture - of disclosure by organizations and of public
reception. / A difus?o das tecnologias da comunica??o e a popularidade dos sites de redes
sociais consolidam as plataformas digitais como ambientes de intera??o em
diferentes esferas da vida organizacional. A partir desse contexto e de sua influ?ncia
na comunica??o organizacional, esse trabalho objetivou discutir a utiliza??o das
homepages dos sites das universidades como possibilidades / alternativas de
comunica??o com os p?blicos; relacionar as modalidades e as plataformas
oferecidas para a intera??o; e evidenciar as especificidades da intera??o
estabelecida entre universidades e p?blicos no site de rede social Twitter.
Considerou-se como alternativas de comunica??o nas plataformas digitais as
?ouvidorias virtuais?, capazes de virtualizar o falar e o ouvir, em suas modalidades
tradicionais ? normalmente denominadas de fale conosco, contato, contatos e/ou
ouvidoria ? e ressignificadas ? que s?o os sites de redes sociais (SCROFERNEKER,
2010, 2013). A pesquisa foi desenvolvida com as 12 universidades brasileiras com
conceito institucional 5, conforme rela??o disponibilizada no m?s de setembro de
2016 no site do Cadastro e-MEC de Institui??es e Cursos de Educa??o Superior, do
Minist?rio da Educa??o. Conv?m apontar que a ?Comunica??o com a Sociedade? ?
uma das dimens?es consideradas para a obten??o do Conceito e a Ouvidoria, um
dos elementos analisados nesta dimens?o. Optou-se pelo m?todo da Hermen?utica
de Profundidade como guia para a pesquisa e, para observar as intera??es via
Twitter, pela t?cnica de an?lise da conversa??o. Com a an?lise das homepages,
identificou-se que as universidades est?o disponibilizando alternativas de
comunica??o digital/?ouvidorias virtuais? nos seus sites, no entanto, predomina a
intera??o ass?ncrona (que n?o ocorre simultaneamente) e, dessa forma, ? poss?vel
afirmar que n?o s?o utilizadas todas as potencialidades do ambiente digital on-line
para a intera??o com os p?blicos. Igualmente, as institui??es n?o demonstram
considerar os sites de redes sociais como ouvidorias virtuais e no site Twitter
predomina postura informativa ? de divulga??o por parte das organiza??es e de
recep??o por parte dos p?blicos.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/7612 |
| Date | 14 July 2017 |
| Creators | Silva, Carine Simas da |
| Contributors | Scroferneker, Cleusa Maria Andrade |
| Publisher | Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Programa de P?s-Gradua??o em Comunica??o Social, PUCRS, Brasil, Faculdade de Comunica??o Social |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da PUC_RS, instname:Pontifícia Universidade Católica do Rio Grande do Sul, instacron:PUC_RS |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | -1227240851921518482, 600, 600, 600, 600, 7651647212179642901, -4056021055502874573, 2075167498588264571 |
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