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Previous issue date: 2015-06-19 / Este trabalho tem por objetivo analisar a constru??o da imagem da Universidade Federal
do Rio Grande do Norte na rede social Facebook. Sabemos que os avan?os tecnol?gicos
dos ?ltimos anos promoveram mudan?as tamb?m no ?mbito social, cultural e
econ?mico. De natureza qualitativa descritiva, recortamos como objeto de estudo o
Facebook, considerado o site de rede social mais popular no Brasil e de grande
repercuss?o no mundo. Realizamos uma revis?o bibliogr?fica e uma an?lise de conte?do
em tr?s grupos: a fanpage oficial da UFRN e os grupos UFRN e UFRNDepress?o.
Recortamos os meses de setembro, outubro e novembro de 2014, em raz?o da sucess?o
eleitoral da gest?o. Partimos do pressuposto que as discuss?es e postagens estariam
mais evidenciadas naquele momento pol?tico. Utilizamos tamb?m os recursos
metodol?gicos da aplica??o de question?rios, com gestores de comunica??o das
Institui??es Federais de Ensino Superior (IFEs) do Nordeste, e entrevistas informais
(semi-estruturadas), onde line, com gestores de empresas de comunica??o de Natal-RN,
especializadas no monitoramento de redes sociais. A fundamenta??o te?ricometodol?gica
se alicer?a nos autores da cibercultura, Lemos e L?vy (2010), Castell
(1999) e Santaella (2003), al?m de Corr?a (2009), Bueno (2009) e Kunsch (2007), que
consideram as comunidades virtuais um p?blico estrat?gico e relevante para a
comunica??o organizacional. A pesquisa nos permitiu concluir que os discursos nos
sites de rede social estudados t?m contribu?do para uma imagem positiva da UFRN e
possibilitou-nos, tamb?m, propor um acompanhamento sistem?tico da constru??o da
imagem institucional. / This work has the aim to analyze the image construction of Universidade Federal do
Rio Grande do Norte (Federal University of Rio Grande do Norte) in the social network
?facebook?. We know that the technology advances in the last years promoted changes
in the social, economic and cultural scope. Of a qualitative and quantitative nature, we
crop as main goal the study of Facebook, considered the most popular social network in
Brazil and with great repercussion in the world. We perform a bibliographic review and
a content analyzes in three groups: the official UFRN fanpage and the groups UFRN
and UFRNDepress?o. We cut September, October and November 2014, because of the
electoral succession management. We assume that the discussions and the posts would
be more evidenced at that political moment. We also utilized methodological resources
of applying questionnaires, with communication managers from Institui??es Federais
de Ensino Superior (IFEs) (Federal Higher Education Institutions) from the Northeast of
Brazil, and interviews with communications companies from Natal ? RN (Brazil),
specialized in social network monitoring. The theorical-methodological grounding is
founded in the ciberculture authors, Lemos e L?vy (2010), Castell (1999) e Santaella
(2003), in addition to Corr?a (2009), Kunsch (2007), who consider social community a
relevant and strategic public for the organizational communication. The research
allowed us to conclude that the studied speeches in social network websites has
contributed for a good UFRN image and also enabled us to propose a systematic
accompaniment of the institutional image.
| Identifer | oai:union.ndltd.org:IBICT/oai:repositorio.ufrn.br:123456789/20358 |
| Date | 19 June 2015 |
| Creators | Cruz, Francisca das Chagas |
| Contributors | 00860006409, http://lattes.cnpq.br/3052471951752715, Accioly, Sheila Mendes, 42252806400, http://lattes.cnpq.br/3473424842383481, Torres, Tatiana de Lucena, 02803434423, http://lattes.cnpq.br/2310895002206004, Cruz, Adriano Charles da Silva |
| Publisher | Universidade Federal do Rio Grande do Norte, PROGRAMA DE P?S-GRADUA??O EM GEST?O DE PROCESSOS INSTITUCIONAIS, UFRN, Brasil |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Source | reponame:Repositório Institucional da UFRN, instname:Universidade Federal do Rio Grande do Norte, instacron:UFRN |
| Rights | info:eu-repo/semantics/openAccess |
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