masterThesis
Caminhos e desafios para uma política de comunicação institucional integrada na Universidade Federal Rural do Semiárido - UFERSA
Fecha
2018-08-13Registro en:
PASSOS JÚNIOR, José Francisco dos. Caminhos e desafios para uma política de comunicação institucional integrada na Universidade Federal Rural do Semiárido - UFERSA. 2018. 139f. Dissertação (Mestrado Profissional em Gestão de Processos Institucionais) - Centro de Ciências Humanas, Letras e Artes, Universidade Federal do Rio Grande do Norte, Natal, 2018.
Autor
Passos Júnior, José Francisco dos
Resumen
The present Case Study Research presents a discussion of all the systematics that moves the
Communication Department of the Universidade Federal do Semi-Árido (UFERSA) with the
objective of proposing the implementation of an integrated institutional communication
policy. Through the obstacles and merits of the reality of the sector, the research assumed the
function of a cut in communication within the scope of the university. To do this, we carried
out a large bibliographic survey, followed by data collection with the application of
questionnaires, self-administered through the Google Docs application, with the academic
community, comprising 783 students, 224 teachers and 309 technical-administrative
personnel, totaling 1,316 respondents. As a member of the UFERSA Communications
Advisory team, in order to ease the degree of implication, with the researcher within the
research, the SWOT Analysis was applied, in a first moment, and a self-assessment
questionnaire, in a second moment, with all the members of the Communication Office. We
use as basis the concepts of psycho-sociological intervention with the listening of subjects.
The theoretical basis is based on authors who work with public/institutional and social media
communication, such as Margarida Kunsch, Jorge Duarte, Wilson Bueno, Gaudêncio
Torquato, Heloiza Matos, Dominique Wolton, Henry Jenkins, Clay Hirky, Pierre Zémor,
among others. As a result we obtained a punctual cut of how the university community
perceives the work of the communication sector, as well as the team self-assess. Based on the
identified reality, that there are advances in communication, but that needs to improve, the
present work resulted in a precise diagnosis about the communication in UFERSA, besides
proposing ways for the management to think about the implementation of an institutional
communication policy integrated in the university.