Gest?o da comunica??o digital no contexto da educa??o superior: estudo de caso na UFVJM

Autor: Ferreira, Gabriela Santos Dayrell
Přispěvatelé: Tameir?o, Cinthya Rocha, Mafra, Rennan Lanna Martins, Oliveira, Altamir Fernandes de, Gomes Pereira, Jo?o Ant?nio, Universidade Federal dos Vales do Jequitinhonha e Mucuri (UFVJM)
Jazyk: portugalština
Rok vydání: 2021
Předmět:
Zdroj: Repositório Institucional da UFVJM
Universidade Federal dos Vales do Jequitinhonha e Mucuri (UFVJM)
instacron:UFVJM
Popis: Em todas as partes que comp?em a obra, consta o t?tulo: "Gest?o da comunica??o digital no contexto da educa??o superior: estudo de caso UFVJM". Submitted by Jos? Henrique Henrique (jose.neves@ufvjm.edu.br) on 2021-05-12T20:17:33Z No. of bitstreams: 2 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) gabriela_santos_dayrell_ferreira.pdf: 2644796 bytes, checksum: 13c9aeaaa867b376e09b2aa8edc77844 (MD5) Approved for entry into archive by Jos? Henrique Henrique (jose.neves@ufvjm.edu.br) on 2021-05-13T13:15:27Z (GMT) No. of bitstreams: 2 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) gabriela_santos_dayrell_ferreira.pdf: 2644796 bytes, checksum: 13c9aeaaa867b376e09b2aa8edc77844 (MD5) Made available in DSpace on 2021-05-13T13:15:27Z (GMT). No. of bitstreams: 2 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) gabriela_santos_dayrell_ferreira.pdf: 2644796 bytes, checksum: 13c9aeaaa867b376e09b2aa8edc77844 (MD5) Previous issue date: 2021 A comunica??o digital ampliou as possibilidades de alcance, divulga??o e intera??o entre a organiza??o e seus diferentes p?blicos. A presen?a da maioria das organiza??es no ambiente digital ? determinante para o atendimento aos seus p?blicos de interesse. As universidades federais, s?o exemplos disso. Sites e redes sociais t?m se constitu?do como espa?os relevantes para que as universidades possam disponibilizar informa??es, ofertar servi?os, dialogar com seus p?blicos e dar visibilidade ? sua identidade organizacional. Esta pesquisa prop?e aprofundar-se sobre a gest?o da comunica??o organizacional em meio digital no contexto das universidades federais, por meio de um estudo de caso na Universidade Federal do Vales do Jequitinhonha e Mucuri (UFVJM). O estudo envolve elementos do planejamento ? produ??o de conte?do em p?ginas web e redes sociais, pela UFVJM. A metodologia inclui pesquisa documental com o levantamento das p?ginas web e redes sociais institucionais dos campi, unidades acad?micas, cursos, departamentos, pr?-reitorias, diretorias e reitoria da UFVJM, al?m de documentos e normativas da UFVJM e Governo Federal sobre o assunto. Na sequ?ncia, foi feita a investiga??o das pr?ticas de gest?o da comunica??o digital na UFVJM com entrevistas semiestruturadas com os respons?veis pela gest?o da comunica??o com o objetivo de entender como ? feito o trabalho e contrapor ao que se discute na literatura. Os resultados apontaram que a gest?o da comunica??o digital na UFVJM ? descentralizada e n?o possui orienta??es internas, sendo feita de modo mais intuitivo do que organizada e consciente dos prop?sitos. Ao final da pesquisa propomos um modelo descentralizado de gest?o, por?m alicer?ado em tr?s pilares para orientar os gestores: diretrizes internas para a comunica??o digital; produ??o e divulga??o de manuais sobre gest?o de web sites e redes sociais; e capacita??o para o desenvolvimento de compet?ncias midi?ticas. Disserta??o (Mestrado Profissional) ? Programa de P?s-Gradua??o em Educa??o, Universidade Federal dos Vales do Jequitinhonha e Mucuri, 2021. Digital communication has expanded the possibilities of reach, dissemination and interaction between the organization and its different audiences. The presence of most organizations in the digital environment is crucial for serving their stakeholders. Federal universities are examples of this. Sites and social networks have become relevant spaces for universities to make information available, offer services, dialogue with their audiences and give visibility to their organizational identity. This research proposes to go deeper into the management of organizational communication in digital media in the context of federal universities, through a case study at the Federal University of Vales do Jequitinhonha and Mucuri (UFVJM). The study involves elements from planning to content production on web pages and social networks, by UFVJM. The methodology includes documentary research with the survey of web pages and institutional social networks of campuses, academic units, courses, departments, pro-rectories, boards and rectory of UFVJM, in addition to documents and regulations of UFVJM and the Federal Government on the subject. Then, the investigation of digital communication management practices at UFVJM was carried out with semi-structured interviews with those responsible for the management of communication with the aim of understanding how the work is done and opposing what is discussed in the literature. The results showed that the management of digital communication at UFVJM is decentralized and lacks guidelines, being organized in a more intuitive way than organized and aware of the purposes. At the end of the research, we propose a decentralized management model, but based on three pillars to guide managers: internal guidelines for digital communication; production and dissemination of manuals on managing web sites and social networks; and training for the development of media skills.
Databáze: OpenAIRE
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