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Advisor(s)
Abstract(s)
A comunicação de organizações públicas precisou adaptar-se à era digital. Na internet, com o surgimento e popularização das redes sociais, o relacionamento entre organizações e seus públicos se estreitou. A presente dissertação pretende analisar como administrações públicas portuguesas e brasileiras constroem uma relação interativa e dialógica com o seu público e como fazem do Facebook um canal de comunicação eficiente.
A partir do entendimento dos conceitos de comunicação pública, governamental e organizacional, somado ao entendimento do papel das relações públicas na estruturação de relacionamentos de sucesso nessas administrações, sob uma perspectiva dialógica, realizou-se, na parte empírica, uma análise quantitativa dos dados recolhidos por meio de uma análise de conteúdo das páginas da Câmara Municipal do Porto (Portugal) e da Prefeitura Municipal de Belo Horizonte (Brasil), durante o período de um mês, segundo os princípios dialógicos de Kent e Taylor (1998).
Estudaram-se as estratégias utilizadas pelas organizações, assim como semelhanças e diferenças na aplicação desses princípios. Concluiu-se que as entidades públicas analisadas aplicam algumas das propostas dialógicas em suas páginas do Facebook, contudo não utilizam todo o potencial da rede social para construir relacionamentos interativos com seus públicos.
The communication of public organizations needed to adapt to the digital age. On the internet, with the emergence and popularization of social media, the relationship between organizations and their audiences has narrowed. This dissertation aims to analyze how Portuguese and Brazilian public administrations build an interactive and dialogical relationship with their public and how they make Facebook an efficient communication channel. Based on the understanding of public concepts, governmental, and organizational communication, together with the understanding of the public role relations in the structuring of successful relationships in these administrations, from a dialogic perspective, a quantitative analysis of the data collected through a content analysis of the pages of the City Hall of Porto (Portugal) and the City Hall of Belo Horizonte (Brazil), during the a month period, according to the dialogical principles of Kent and Taylor (1998). The strategies used by organizations, as well as similarities and differences in the application of these principles, were studied. It was concluded that the analyzed public entities apply some of the dialogical proposals in their Facebook pages, however, they do not use the full potential of the social media to build interactive relationships with their public.
The communication of public organizations needed to adapt to the digital age. On the internet, with the emergence and popularization of social media, the relationship between organizations and their audiences has narrowed. This dissertation aims to analyze how Portuguese and Brazilian public administrations build an interactive and dialogical relationship with their public and how they make Facebook an efficient communication channel. Based on the understanding of public concepts, governmental, and organizational communication, together with the understanding of the public role relations in the structuring of successful relationships in these administrations, from a dialogic perspective, a quantitative analysis of the data collected through a content analysis of the pages of the City Hall of Porto (Portugal) and the City Hall of Belo Horizonte (Brazil), during the a month period, according to the dialogical principles of Kent and Taylor (1998). The strategies used by organizations, as well as similarities and differences in the application of these principles, were studied. It was concluded that the analyzed public entities apply some of the dialogical proposals in their Facebook pages, however, they do not use the full potential of the social media to build interactive relationships with their public.
Description
Keywords
Câmara Municipal do Porto Comunicação Dialógica Comunicação Pública Facebook Prefeitura de Belo Horizonte