| dc.description.abstract | The changes brought about by information and communication technologies have changed
communication practices. Now networked, through the internet, media and digital social
networks have become essential elements for companies and institutions to reach a larger
audience and, therefore, their objectives and goals. Among the recent practices, one of them
worried us: how do Higher Education Institutions deal with their information and with their
public on social networks, especially in times of crisis? Thinking about the insertion of these
institutions in these environments, we opted for a case study, having as locus the Federal
University of Pernambuco (UFPE). Therefore, we have as a general objective to analyze the
communication practices used by the University, in its social networks, starting from the
guidelines of the University's institutional plans aligned to the public interest. For this
purpose, we seek to describe the strategic communication policies and practices adopted by
the Institution in the management of social media, identifying the information provided by
UFPE with potential for public interest and analyzing the activities of interactivity and users
engagement, in the main networks official social media of the institution (Facebook, Twitter,
Instagram). With an exploratory bias and a qualitative approach, the analyzed corpus was
constituted by posts in the official pages of the institution, namely UFPE Oficial and Ascom
UFPE, with clipping of events considered of public interest, which involve reducing or
cutting funds in universities, in two periods distinct. The theoretical foundations were
extracted from the works of Castells (1999, 2005, 2009, 2017); Harvey (2003); Kumar (2006)
and Sodré (2002) who address communication and technologies; Maximimino (2000); Duarte
(2009); Bueno (2005, 2014a, 2014b, 2015) and Novelli (2006) were inspiring for studies of
communication, and management and public administration; Recuero (2009); Lemon and
Verhoef (2016); Pine and Gilmore (1998) and Mergel (2013, 2013b) brought references to the
issues pertinent to engagement on social networks. The study analyzed the institutional
development plans, resolutions and policies adopted by UFPE, the guidelines of the
Communication Secretariat of the Presidency of the Republic and their implications for
federal public institutions, as well as the opinions of the Federal Court of Accounts (TCU). As
a result of the analysis, in addition to the dissertation itself, we also present a guide that aims
to guide practices for the social networks of UFPE sectors that deal with information and
communication on digital platforms. | eng |
