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Abstract(s)
A educação está inserida no contexto social e à medida que a sociedade evolui, promove alterações na dinâmica educacional. No contexto atual das evoluções, no campo da educação-comunicação-tecnologia, nota-se que as redes sociais estão crescendo de maneira vertiginosa no Brasil. Nesse sentido verifica-se que as práticas de comunicação institucional no Facebook, tornaram-se objeto de estudo cada vez mais frequente em trabalhos acadêmicos. O objetivo da presente dissertação pauta-se pela análise de desempenho de comunicação no Facebook: estudo de caso do Instituto Federal de Educação Ciência e Tecnologia de Rondônia – IFRO, Campus Colorado do Oeste – RO. Contém elementos que apoiam sua classificação como estudo de caso, pois considera a experiência da instituição. Recorre-se a pesquisa documental, a qual tem como propósito retratar a temática em estudo. A metodologia utilizada foi a pesquisa exploratória, de natureza mista, suportada pela análise de documentação institucional e de dados quantitativos não tratados, fornecidos pela instituição. Foram analisados documentos internos da instituição, relacionados a política de comunicação social do IFRO Campus Colorado do Oeste tais como: Resoluções, Relatórios, Leis, Decretos, Portarias e demais registros que foram fornecidos pela Coordenação de Comunicação. A categorização dos conteúdos postados, se deu a partir do modelo apresentado por Oliveira & Figueira (2015). As análises revelaram que a rede social Facebook possui grande alcance de público. O potencial do Facebook na comunicação do IFRO com o público reside na forma de apresentar aos usuários conteúdos considerados essenciais no Plano de Desenvolvimento Institucional, principalmente nas áreas temáticas da Educação, Pesquisa e Sociedade. Nesse sentido, os resultados evidenciam o que se configura como canal eficiente para a comunicação com os públicos institucionais, por meio da interação virtual instantânea e reveste-se de importância sumária na comunicação dialógica entre alunos, alunos potenciais e instituição.
Education is embedded in the social context and as society evolves, it promotes changes in educational dynamics. In the current context, in the field of education-communication-technology, social networks are growing in a vertiginous way in Brazil. In fact, institutional communication practices on Facebook have become an increasingly frequent object of study in academic research. The objective of this dissertation is to analyze the communication performance of an institution on Facebook: the case study of the Federal Institute of Education, Science and Technology of Rondônia - IFRO, Campus Colorado do Oeste - RO. It contains elements that support its classification as a case study, as it considers the experience of the institution. It uses documentary research, the purpose of which is to portray the subject under study. The methodology used was exploratory research, of a mixed nature, supported by the analysis of institutional documentation and untreated quantitative data provided by the institution. We analyzed internal documents of the institution, related to the media policy of IFRO Campus Colorado do Oeste such as: Resolutions, Reports, Laws, Decrees, Ordinances and other records that were provided by the Communication Coordination. The categorization of the Facebook posted follows the model proposed by Oliveira & Figueira (2015). The analyses revealed that the social network Facebook has a wide public reach. The potential of Facebook in IFRO's institutional communication lies in present users with content considered essential in the Institutional Development Plan, especially in the thematic areas of Education, Research and Society. In this sense, the results show that Facebook is configured as an efficient channel for communication with institutional audiences, through instantaneous virtual interaction and is of the utmost importance in the dialogical communication between students, potential students and institution.
Education is embedded in the social context and as society evolves, it promotes changes in educational dynamics. In the current context, in the field of education-communication-technology, social networks are growing in a vertiginous way in Brazil. In fact, institutional communication practices on Facebook have become an increasingly frequent object of study in academic research. The objective of this dissertation is to analyze the communication performance of an institution on Facebook: the case study of the Federal Institute of Education, Science and Technology of Rondônia - IFRO, Campus Colorado do Oeste - RO. It contains elements that support its classification as a case study, as it considers the experience of the institution. It uses documentary research, the purpose of which is to portray the subject under study. The methodology used was exploratory research, of a mixed nature, supported by the analysis of institutional documentation and untreated quantitative data provided by the institution. We analyzed internal documents of the institution, related to the media policy of IFRO Campus Colorado do Oeste such as: Resolutions, Reports, Laws, Decrees, Ordinances and other records that were provided by the Communication Coordination. The categorization of the Facebook posted follows the model proposed by Oliveira & Figueira (2015). The analyses revealed that the social network Facebook has a wide public reach. The potential of Facebook in IFRO's institutional communication lies in present users with content considered essential in the Institutional Development Plan, especially in the thematic areas of Education, Research and Society. In this sense, the results show that Facebook is configured as an efficient channel for communication with institutional audiences, through instantaneous virtual interaction and is of the utmost importance in the dialogical communication between students, potential students and institution.
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Keywords
Comunicação Redes sociais Facebook IFRO Communication Social media