Campanha institucional no contexto midiatizado: a representação da UFSM na campanha #SouUFSM

Abstract

The present work has as theme the institutional communication. The general objective is promote discussion about the institutional communication in the mediatization context, through the institutional campaign “#SouUFSM” analysis, from an array of criteria given by the following studied concepts: mediatization, institutional communication and legitimation. The study was elaborated from following authors Barichello (2004), Berger and Luckmann (2002), Kegler (2010), Kunsch (2003), Sodré (2002), Lakatos and Marconi (2003) and Pinho (1990). The methodology is constituted by qualitative and exploratory researches of bibliographies, documents, direct documentations, interviews and unsystematic observations of digital medias. The main results show that is possible observe in Campaign “#SouUFSM” project, the use of institutional advertising techniques, created and classified by Pinho (1990). It was also found that the Campaign “#SouUFSM” is inserted in a mediatized context, and through that bios midiático (SODRÉ, 2002) the campaign could be disseminated. Lastly, it was also possible identify that the legitimation process, is given by the “poliphony” of the content production, in relation of Campaign.