| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.31 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A presente dissertação de mestrado tem como tema principal averiguar a utilização das redes sociais por parte das ONG’s de forma a aproximarem-se dos seus públicos, evitando, por exemplo, a necessidade de aproximação ao Estado para garantir a sua sobrevivência. Esta aproximação ao Estado oferece vantagens às ONG’s, como apoios financeiros, no entanto, vários aspetos negativos tornam-se então inevitáveis, como a perda da independência e completa autonomia. O problema primordial subjacente ao tema é identificar de que forma as redes sociais são utilizadas pelas ONG’s para assim se aproximarem e alcançarem os seus públicos. Estas organizações possuem atividades fulcrais à sua sobrevivência, assim sendo, neste estudo será dada ênfase a essas atividades, estando entre elas o recrutamento e interação com voluntários, a angariação de fundos e a divulgação das campanhas e ideologias.
De forma a tornar possível a exequibilidade deste tema e problema, foi restringido o estudo a duas ONG’s, nomeadamente a ACREDITAR - Associação de Pais e Amigos de Crianças com Cancro e a AIDGLOBAL - Ação e Integração para o Desenvolvimento Global e a sua utilização das redes sociais numa sociedade em contante evolução digital. Em relação às redes sociais estudadas, apenas serão tidas em consideração o Facebook e o Twitter, sendo estas as redes sociais com maior relevância no território português. A nível mundial, as ONG’s preocupam-se em dar resposta às várias exigências e necessidades das mais diversas e variadas sociedades, sendo que nesta investigação será estudada a realidade portuguesa e a relação das ONG´s portuguesas com as redes sociais. Quanto à parte teórica, serão debatidos assuntos como a função do Marketing e das RP’s nestas organizações não lucrativas, as suas estratégias de mediatização e a sua relação com o Estado num cibermundo 2.0.
The following master thesis has as a main subject the usage of social networks within NGO’s as a tool to approach their targets, avoiding, for example, the need to approach the Government in order to survive. This approach towards the government offers several advantages to NGO’s, like financial support, although, some negative aspects are unavoidable, like the loss of one’s independence and autonomy. The main issue here is to identify in which way the social networks are being used by NGO’s to reach and get closer to their main targets. This institutions have some activities that are inevitable regarding their survival, though, within this subject will be given priority to these activities, being among them recruiting of volunteer workforce and interaction with them, gathering funds e advertising their main ideologies and campaigns. In order to make this subject’s subject and problem practicable, the study of NGO’s will be restricted to two, namely, ACREDITAR – Parents and Friends of Children with Cancer Association and AIDGLOBAL – Action and Integration for Global Development and their usage of social networks in an ever-growing ever-more digital society. The chosen social networks to be studied are Facebook and Twitter, being these the most known and used in the Portuguese territory. In a global level, NGO’s are concerned to give answers to the requirements and needs of the most wide sort of societies, and so, in this investigation it will be studied the Portuguese reality and it’s relation with social networks. Regarding the theory section, there will be discussed issues like the role of marketing and PR within this non profitable organizations and its relationship with the Government in a cyber-world version 2.0.
The following master thesis has as a main subject the usage of social networks within NGO’s as a tool to approach their targets, avoiding, for example, the need to approach the Government in order to survive. This approach towards the government offers several advantages to NGO’s, like financial support, although, some negative aspects are unavoidable, like the loss of one’s independence and autonomy. The main issue here is to identify in which way the social networks are being used by NGO’s to reach and get closer to their main targets. This institutions have some activities that are inevitable regarding their survival, though, within this subject will be given priority to these activities, being among them recruiting of volunteer workforce and interaction with them, gathering funds e advertising their main ideologies and campaigns. In order to make this subject’s subject and problem practicable, the study of NGO’s will be restricted to two, namely, ACREDITAR – Parents and Friends of Children with Cancer Association and AIDGLOBAL – Action and Integration for Global Development and their usage of social networks in an ever-growing ever-more digital society. The chosen social networks to be studied are Facebook and Twitter, being these the most known and used in the Portuguese territory. In a global level, NGO’s are concerned to give answers to the requirements and needs of the most wide sort of societies, and so, in this investigation it will be studied the Portuguese reality and it’s relation with social networks. Regarding the theory section, there will be discussed issues like the role of marketing and PR within this non profitable organizations and its relationship with the Government in a cyber-world version 2.0.
Description
Keywords
Estado Marketing ONG's Redes Sociais Relações Públicas Web 2.0