Banca de DEFESA: JOSEMARA VELOSO SANTOS

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
DISCENTE : JOSEMARA VELOSO SANTOS
DATA : 21/05/2019
HORA: 08:00
LOCAL: ADM
TÍTULO:

Social media and the image of a federal university: an observation of UFBA fanpages.

PALAVRAS-CHAVES:

Image - social media - organizational communication - IFES - University - UFBA

PÁGINAS: 135
GRANDE ÁREA: Ciências Sociais Aplicadas
ÁREA: Administração
RESUMO:

The influences that the figuration in social network can raise in the institutional image of a federal institution of higher education, from the perspective of the actors of the organizational communication, were analyzed in this research, which took as object of study, the activities carried out in pages of the environment of the social network of Facebook that bring in the name the acronym of the Federal University of Bahia - UFBA. From the adoption of the methodology of research of the mixed methods, using the netnography and online social networks analysis (SNA), the monitoring of the most relevant fanpages of the university was carried out in order to know the metrics. In order to understand the motivations that govern the actions of organizational communication, in the care of the image of the institution, interviews were conducted with the respective area managers. The quantitative data obtained by the monitoring revealed patterns, content standards, publications and productive routines. The qualitative information allowed to know the conceptions that guide the production of the available contents, besides emphasizing the approximations and distances between the concepts established by the organizational communication for the university and those that are present in the activities in the environment of digital social media.

MEMBROS DA BANCA:
Presidente - 394300 - GUILHERME MARBACK NETO
Interno - 2663031 - RICARDO COUTINHO MELLO
Externo ao Programa - 1281940 - CLAUDIO GUIMARAES CARDOSO
Externo à Instituição - JOSEMEIRE MACHADO DIAS - UNEB