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Advisor(s)
Abstract(s)
Esta dissertação pretende analisar o papel das páginas Web e sua
utilização como canal de comunicação e ferramenta de relacionamento direto
entre as organizações e seus públicos. A partir da comunicação organizacional
e das relações públicas, baseada na construção dialógica, estudaram-se as
formas contemporâneas de comunicação organizacional no contexto das
instituições públicas de ensino superior (Universidades) em Portugal e no
Brasil. Para verificar como se dá esse processo, além da revisão da literatura,
buscou-se perceber de que forma as instituições de ensino superior utilizam
suas páginas Web como instrumento na construção de relacionamentos.
Estudaram-se as estratégias utilizadas pelas organizações e também se
analisou se há diferença na aplicação. Como abordagem metodológica para o
desenvolvimento deste trabalho, foi efetuada uma análise quantitativa dos
dados recolhidos através de uma análise de conteúdo das páginas Web das
universidades selecionadas nos dois países em estudo.
This dissertation seeks to analyze the role of Websites and their utilization as channel of communication and tool of direct relationship between organizations and their publics. From organizational communication and public relations, based in a dialogic construction, it was studied the contemporary forms of organizational communication in the context of public institutions of higher education (universities) in Portugal and Brazil. To verify how this process occurs, beyond the review of the related literature, it was tried to perceive how the higher education institutions use their Websites as instruments for relationships creation. The strategies used by the organizations were studied and, also, it was verified if there are differences on their application. As a research methodology approach for this study, it was performed a quantitative analysis of the collected data through a content evaluation of Websites from the universities selected for the study in the two countries.
This dissertation seeks to analyze the role of Websites and their utilization as channel of communication and tool of direct relationship between organizations and their publics. From organizational communication and public relations, based in a dialogic construction, it was studied the contemporary forms of organizational communication in the context of public institutions of higher education (universities) in Portugal and Brazil. To verify how this process occurs, beyond the review of the related literature, it was tried to perceive how the higher education institutions use their Websites as instruments for relationships creation. The strategies used by the organizations were studied and, also, it was verified if there are differences on their application. As a research methodology approach for this study, it was performed a quantitative analysis of the collected data through a content evaluation of Websites from the universities selected for the study in the two countries.
Description
Keywords
Comunicação Dialógica Comunicação Bidirecional Comunicação Digital Comunicação Organizacional Página
Web Relações Públicas Universidades Websites