A construção da identidade para a formação da imagem pública da UFG: o papel do relações-públicas no relacionamento com a sociedade
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Data
2013
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Editor
Universidade Federal de Goiás
Resumo
The changes they have undergone in recent decades universities have significantly influenced their way of being and to project yourself to society . From this, studies began to consider forming public image as one of the aspects to be examined in the context of communication with society . It is noteworthy , therefore, the importance of relations between the university and society for the formation of the image. For various criticisms raised the university with respect to its increasingly marketing posture while "closed the walls", " in ivory towers ". Thus , this study aims to understand the process of forming the public image of the Federal University of Goiás through its communication with society and determine the contribution of public relations for his administration in this process . To do so, it becomes necessary to identify how the UFG construct identity and how the designs for the company, as well as diagnosing the public image of UFG in its communication with society and also demonstrate the need for strategic communication for the formation of public image through the Public Relations professional. These objectives will be pursued in two studies : a quantitative and a qualitative, through the triangulation is to present different perspectives on the same aspect methodological proposal . Quantitative research has chosen to apply 400 closed questionnaires to two groups : graduate students and Goiânia community. Through it was possible to conclude that the image of UFG is strongly tied to the concept of gratuity and not other aspects designs defended by its mission. Thus, in order to ascertain how the institution intentionally shape their identity exposed through the messages produced by ASCOM speech, proposed a second qualitative study in which 77 messages posted on the Facebook page were analyzed and these 10 substances of UFG Journal shared by most online social network users , following the methodology of content analysis proposed by Bardin (2011 ) . This research led us to conclude that the institution does not promote the relationship with society interactively and disseminates informational way the knowledge produced .
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Palavras-chave
Identidade, Imagem, Universidade, Comunicação com a sociedade, Identity, Image, University, Communication with society
Citação
RÊGO, Heloize Vieira. A construção da identidade para a formação da imagem pública da UFG: o papel do relações-públicas no relacionamento com a sociedade. 2013. 100 f. Trabalho de Conclusão de Curso (Graduação)–Faculdade de Informação e Comunicação, Universidade Federal de Goiás, Goiânia, 2013.