As m?dias sociais no contexto da comunica??o digital das universidades brasileiras

• Main Author: Silva, Diego Wander Santos da
• Other Authors: Scroferneker, Cleusa Maria Andrade
• Format: Others
• Language: Portuguese
• Published: Pontif?cia Universidade Cat?lica do Rio Grande do Sul 2015
• Subjects: COMUNICA??O SOCIAL; COMUNICA??O ORGANIZACIONAL; UNIVERSIDADES - COMUNICA??O; M?DIA DIGITAL; REDES SOCIAIS; COMUNICA??O DIGITAL; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Online Access: http://tede2.pucrs.br/tede2/handle/tede/4497

Made available in DSpace on 2015-04-14T14:41:35Z (GMT). No. of bitstreams: 1 438298.pdf: 2476629 bytes, checksum: ae0e18d784520f60f5d89f5f4b3085e6 (MD5) Previous issue date: 2012-03-29 === The object of this research are the social medias in the context of digital organizational communication, while communication possibilities and/or information, formal and formalized, presents at the homepages of the websites and official portals of universities affiliated to the Council of Dean in Brazilian Universities (CRUB) . The study aims to investigate the adhesion or not of the IES (University Institutions of Education) in social media and discuss the practices of universities in the Metropolitan Area of Porto Alegre (RMPA) on these web spaces. The concern stems from the perception that presence is a growing phenomenon and these organizations, probably, do not have the clarity about the possible implications on the insertion on websites. We believe that universities have joined the social media, many times, by fad and the apparent request of presence as if the fact they were not present could meant lack of visibility. The work is anchored in the paradigm of complexity (MORIN, 2001) and it is entitled as exploratory research (GIL, 1999), since it is a subject with few theoretical and empirical studies, especially when we talk about social media in the context of universities. Regarding the methodological procedures after the theoretical review, we map the status of the presence in social media from 148 universities affiliated to the CRUB. Subsequently, we conducted research among Higher Education Institutions (IES) of the RMPA already included in the initial sample, and those which have profiles on these web spaces. We reflect on the presence and action, based on analyzes of the profiles for a month, and based on content that resulted from in-depth interviews of a semi-open survey (DUARTE, 2008), performed with the responsible for the social media work in these organizations. We realize that over 50% of IES s surveyed have joined at least in one of these media. Membership is more significant among private IES s, which refers 67.53% of the rate. In the second phase of the research, we note that there are good practices, innovative, but there are actions that compromise the performance of universities, when concepts like dialogue seem to be ignored, especially in one of those universities, even our tries to schedule the interview for this work, received no answer. We believe that we must be prepared to listen and talk, and some possible antagonisms can be centered on this fact. Similarly, differ from those universities that conceive the production of content for these spaces from the viewpoint of public interest with which they (dis) located on these websites. The outlook for the professionalization of that being, we expect that results of reflections (and other attitudes) about what really is wanted in spaces like Facebook, Twitter, YouTube, among others, trying to be really places of communication and interaction. === O objeto da pesquisa s?o as m?dias sociais no contexto da comunica??o organizacional digital, enquanto possibilidades de comunica??o e/ou informa??o, formais e formalizadas, presentes nas homepages dos sites e portais das universidades brasileiras filiadas ao Conselho de Reitores das Universidades Brasileiras (CRUB). Tem como objetivos: investigar a ades?o, ou n?o, das IES ?s m?dias sociais e discutir as pr?ticas das universidades da Regi?o Metropolitana de Porto Alegre (RMPA) nesses espa?os. A inquieta??o decorre da percep??o de que essa presen?a ? um fen?meno crescente e que estas organiza??es, possivelmente, n?o tenham clareza quanto ?s poss?veis implica??es da inser??o nesses sites. Acreditamos que as universidades aderiram ?s m?dias sociais, muitas vezes, por modismo e pela aparente obrigatoriedade de presen?a, como se o fato de n?o estar implicasse desprest?gio e falta de visibilidade. A pesquisa est? ancorada no Paradigma da Complexidade (MORIN, 2001) e se constitui como explorat?ria (GIL, 1999), visto que ? um tema com pouca produ??o te?rica e estudos emp?ricos, ainda mais ao falarmos em m?dias sociais no contexto das universidades. Em rela??o aos procedimentos metodol?gicos ap?s a revis?o te?rica, mapeamos o status da presen?a nas m?dias sociais das 148 universidades filiadas ao CRUB. Posteriormente, conduzimos pesquisa dentre as Institui??es de Ensino Superior (IES) da RMPA, j? inclusas na amostra inicial, e que possuem perfis nesses espa?os. Refletimos a respeito da presen?a e atua??o, a partir de an?lises nos perfis durante um m?s, bem como baseados no conte?do que resultou das entrevistas em profundidade de car?ter semi-aberto (DUARTE, 2008), realizadas com os respons?veis pelo que ? desenvolvido, ou n?o, nas m?dias sociais. Percebemos que mais de 50% das IES pesquisadas aderiram, no m?nimo, a uma dessas m?dias. A ades?o ? mais expressiva dentre as IES particulares, que atingem o percentual de 67,53%. Na segunda fase da pesquisa, notamos que h? boas pr?ticas, inovadoras, mas que h? a??es que comprometem a atua??o das universidades, visto que conceitos como di?logo parecem ser ignorados, principalmente em uma das universidades, que sequer respondeu nossas tentativas, via m?dias sociais, para agendamento da entrevista. Acreditamos que ? preciso, de fato, estar preparado para ouvir e dialogar, e que alguns poss?veis antagonismos podem estar centrados nesse fato. Do mesmo modo, diferem-se aquelas universidades que concebem a produ??o de conte?do para esses espa?os sob a ?tica do interesse dos p?blicos com os quais se (des)encontram nesses sites. As perspectivas apontam para a profissionaliza??o desse estar, que esperamos que resulte de reflex?es (e outras posturas) sobre o que efetivamente desejamos em espa?os como o Facebook, Twitter, YouTube, dentre outros, buscando que sejam, realmente, lugares de comunica??o e de intera??o.