Ação cultural com mídias sociais: análise do Facebook da Biblioteca de São Paulo

Abstract

Considering the current scenario of communication that includes the increasingly use of social media, it is possible to identify new ways of connection between people and institutions to the extent that the use of these tools provides changes and the emergence of several activities in its intercommunication environment. In the context of libraries, these resources can become allies to create new forms of contact with users and the development of services and products from the sharing of information directly on these platforms. In this matter, this research has as general objective to investigate, through a case study, the use of Facebook by the São Paulo Library promoting Cultural Programs. It is believed that this activity is inherent to the social role of public libraries and that has the potential to be developed in this social media. Therefore, the research problem focused on the following question: in which way does São Paulo Library promote Cultural Programs for the community by its Facebook posts? To answer this question, it was made a theoretical discussion about the concept of Cultural Program proposed by the authors Milanesi (2002;2003), Barros (2010), Cunha (2010), Flusser (1983) and Coelho (1989) following the methodologycal procedures: a bibliographic survey about the use of social media by Brazilian public libraries, regarding Cultural Programs in public libraries and also regarding Cultural Programs in social media. Following, the analysis method proposed by Bardin (1977) was employed to verify in which way a library promotes Cultural Programs on fanpage posts. At last, a mindful analysis was made about the results found, resuming the theoretical background of the research and the literature review. The results indicate that the São Paulo Library is effective in relation to the offer of Cultural Program activities in its physical space, but this does not expand to the intercommunication environment of Facebook, because this social media is most used aiming advertising of the library programming than to promote public engagement in Cultural Programs directly on the platform.