Políticas de comunicação no contexto das mídias sociais: um estudo nas bibliotecas centrais das universidades federais do Centro-Oeste
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2018-11-22
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Universidade Federal de Goiás
Resumo
It study the communication policy in the context of social media in university libraries of the
Center-West, specifically in five central libraries of the region, members of the following
universities: UFG, UFGD, UFMS, UFMT and UnB. The research has as general objective to
outline the communication actions, formalized or not, through a communication policy, as well as the channels used by the central libraries of the Federal Universities of the Central West to
communicate with their public. And as specific objectives: to verify the existence of policies that contemplate actions of communication of the central libraries of the Federal Universities of the Center-West, directed to the use of social media; know the actions and channels of communication used by libraries (What they use? identify the design of audiences from the perspective of the library communications manager; identify problems and challenges for the implantation and maintenance of social media for communication with its public; to verify competences and necessary adaptations to the communication manager of the central libraries of the Federal Universities of the Center-West. To achieve the proposed objectives, the research is classified as qualitative and was constituted by three stages: theoretical reference scenario (theoretical foundation); collection of data through the sending of questionnaires to the managers and / or those responsible for communication in the libraries chosen for the study or, in the absence of these professionals, was sent to the coordinator and / or director of the library. Finally, a systematic observation was made on the sites of the study libraries and the social media most used by libraries. The theoretical basis of the research is constituted by the approach on communication policy, society in network and university libraries. The results of the research brought revealing information, in which managers recognize the importance of social media for communication with their public, but there is no communication policy in the study libraries. Most of the libraries participating in the study use social media to communicate with their audiences, predominantly Facebook, followed by Instagram. Although they do not have communication policies, there are
two libraries that stand out in relation to Communication with their publics. The UnB Central
Library has a Standing Commission on Social Media Communication and has achieved greater engagement in Facebook, with more tastings, comments and shares in the year 2017, when compared with the other pages of the libraries studied. And the central library of the UFG, which is the only library to have its own communication department, called Communication Office. They have a communication plan that formalizes the main communication activities. The research revealed that the libraries studied do not have a formalized communication policy, but they have communicative actions.
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ABREU, K. A. S. Políticas de comunicação no contexto das mídias sociais: um estudo nas bibliotecas centrais das universidades federais do Centro-Oeste. 2018. 172 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Goiás, Goiânia, 2018.