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Publication
O Papel do Protocolo na Organização e Planeamento de Eventos Académicos: O Dia da UBI
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Advisor(s)
Abstract(s)
Esta dissertação analisa o papel do protocolo na estruturação, execução e perceção de eventos e cerimónias académicas, utilizando o Dia da UBI como objeto de estudo principal. O trabalho aborda os apontamentos históricos e o conceito de protocolo, bem como a sua aplicação específica no contexto universitário. É destacada a função do protocolo universitário no reforço da identidade e imagem da instituição, na garantia da solenidade e eficácia dos eventos, e na promoção dos valores fundamentais da comunidade académica. Este estudo também se debruça sobre a análise dos discursos proferidos por diferentes reitores ao longo dos anos durante as cerimónias do Dia da UBI, identificando padrões temáticos, variações discursivas e elementos estruturais que evidenciam as prioridades institucionais e as transformações ocorridas na universidade. Esta análise qualitativa visa contribuir para uma compreensão mais aprofundada trajetória da UBI, através das visões dos seus dirigentes e dos desafios associados à realização do principal evento público da universidade, o dia 30 de abril. A dissertação formula o problema de estudo em torno da influência das práticas de protocolo na organização, execução e perceção da cerimónia académica, a partir do Dia da UBI. A análise das áreas de melhoria identificadas e as sugestões para o plano do próximo evento apontam para aspetos cruciais na gestão de imprevistos e no aprimoramento do planeamento e da comunicação. Em suma, esta dissertação demonstra como o protocolo, enquanto conjunto de normas, rege a organização e a conduta nos eventos académicos, contribuindo para o sucesso das cerimónias, fortalecendo a identidade institucional e promovendo uma experiência padronizada e respeitosa para todos os participantes.
This dissertation analyses the role of protocol in the structuring, execution, and perception of academic events and ceremonies, using "UBI Day" as its primary case study. The work addresses historical notes and the concept of protocol, as well as its specific application within the university context. The function of university protocol is highlighted as essential for reinforcing the institution's identity and image, ensuring the solemnity and effectiveness of events, and promoting the core values of the academic community. This document also examines the speeches delivered by different rectors over the years during the "UBI Day" ceremonies, identifying thematic patterns, discursive variations, and structural elements that reveal institutional priorities and the transformations experienced by the university. This qualitative analysis aims to provide a deeper understanding of UBI's trajectory through the perspectives of its leadership and the challenges associated with organizing the university's main public event, held annually on April 30th. The research question is centred on the influence of protocol practices on the organisation, execution, and perception of academic ceremonies, using "UBI Day" as the starting point. The analysis of identified areas for improvement and the suggestions for planning the next event highlight crucial aspects of contingency management and the enhancement of planning and communication. In summary, this dissertation demonstrates how protocol, as a set of formal norms, governs the organisation and conduct of academic events, contributing to the success of ceremonies, strengthening institutional identity, and fostering a standardised and respectful experience for all participants.
This dissertation analyses the role of protocol in the structuring, execution, and perception of academic events and ceremonies, using "UBI Day" as its primary case study. The work addresses historical notes and the concept of protocol, as well as its specific application within the university context. The function of university protocol is highlighted as essential for reinforcing the institution's identity and image, ensuring the solemnity and effectiveness of events, and promoting the core values of the academic community. This document also examines the speeches delivered by different rectors over the years during the "UBI Day" ceremonies, identifying thematic patterns, discursive variations, and structural elements that reveal institutional priorities and the transformations experienced by the university. This qualitative analysis aims to provide a deeper understanding of UBI's trajectory through the perspectives of its leadership and the challenges associated with organizing the university's main public event, held annually on April 30th. The research question is centred on the influence of protocol practices on the organisation, execution, and perception of academic ceremonies, using "UBI Day" as the starting point. The analysis of identified areas for improvement and the suggestions for planning the next event highlight crucial aspects of contingency management and the enhancement of planning and communication. In summary, this dissertation demonstrates how protocol, as a set of formal norms, governs the organisation and conduct of academic events, contributing to the success of ceremonies, strengthening institutional identity, and fostering a standardised and respectful experience for all participants.
Description
Keywords
Comunicação Universitária e Identidade Institucional Eventos Académicos Protocolo