Memes como estratégia de comunicação organizacional: relacionamento e produção de sentidos de universidades federais brasileiras no Facebook
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2019-02-25
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Universidade Federal de Goiás
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The popularization of the internet and the social media has accompanied the constant creation and
circulation of so-called memes: messages in text and/or image, generally humorous and made up of
coarse and amateur montages, which undergo repeated reappropriations, modifications and
resignifications as they are being shared. The mere fact of attracting the attention of a vast and
varied audience was enough for the internet meme becoming appropriated for marketing,
institutional, political, and other purposes, at a time when the word engagement seems to dominate
the actions of the professionals of Communication. In this sense, and focusing on Brazilian federal
universities, this work investigated the appropriation that these institutions have made of this type
of strategy to achieve their goals in terms of organizational communication in Facebook, especially
those related to the relationship with stakeholders and the production of meanings. To support the
research, the theoretical framework was divided into two axes: the meme as a communication
phenomenon, in which concepts such as cyberculture and cyberspace, mediatization, social media,
virtual communities, collective intelligence and humor are worked on; and the organizational
communication in a digital environment, with the presentation of the studies related to the
communication processes in the organizations, their strategic dimension and the commitment of
the universities with the public communication. For the analysis was selected a sample of 46
memes produced by 24 Brazilian federal universities, in addition to questionnaires answered by
producers of five of these institutions. The results show how the process of mediatization conforms
the senses of the memes, contributing to the approximation of the institutions with their publics.
They also reveal that humor plays a fundamental role in the interactivity and engagement generated
by this type of message, and can act decisively in the construction of the institutional image and
public communication.
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NEVES, Luiz Felipe Fernandes. Memes como estratégia de comunicação organizacional: relacionamento e produção de sentidos de universidades federais brasileiras no Facebook. 2019. 158 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Goiás, Goiânia, 2019.