A aplicação dos princípios da comunicação pública e sua relação com a cidadania nas instituições públicas de ensino superior de Goiás
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Data
2019-04-29
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Universidade Federal de Goiás
Resumo
This research aimed to understand if the principles and characteristics of public communication are
applied by communication professionals in public higher education institutions in the state of
Goiás. The locus of analysis of the research were the communication sectors of the Federal
Institute of Education, Science and Goian Technology (IF Goiano), Federal Institute of Education,
Science and Technology of Goiás (IFG), State University of Goiás (UEG) and Federal University
of Goiás (UFG). In order to analyze the application of these principles, the study contextualized the
origin of higher education institutions in Brazil in order to understand the organizational culture of
these institutions and the challenges that exist for the actions and communication practices in these
spaces. Then, the bibliographical review of the concepts of citizenship and public communication
was carried out and the relationship between higher education, the conquest of citizenship rights
and the contribution of the public institution of higher education communication actions were
strengthened in order to bring these institutions closer to the society and for the promotion of
citizenship. Based on the principles of Public Administration established in the Constitution of theFederative Republic of Brazil of 1988 (CRFB), the pre-requisites and principles listed by Jorge
Duarte (2011) and Zémor (2009) synthesized There are seven aspects of public communication
that guided the analysis of the research: Public interest as a focus and priority; Information
deciphered and widely disseminated; Transparency, oversight and accountability; Egalitarian
dialogue; Ethics and responsibility; Encouraging participation and Shared management. To collect
the research data, we used the methodological approach of triangulation. The triangulated data
were collected through five different instruments and research techniques. The first was the
documentary analysis of the specific and general communication policies of institution of higher
education. The second was the application of a questionnaire with 27 questions sent by e-mail to
107 communication professionals. The third was the direct observation, carried out for 10 days in
the communication sectors in the rectories of IF Goiano, IFG, UEG and UFG. In addition to the
observation, in-depth interviews were conducted with the communication managers of the four
institutions. Finally, we analyzed the content of the posts made during the days of observation in
the institutional sites and in the official profile of the institutions in Instagram. The data collected
in the research were analyzed in four different dimensions. The first dimension is related to the
knowledge of the principles of public communication by professionals. The second refers to the
motivation of professionals to apply these principles. The third analyzes the impediments found for
the application of the principles. The fourth and last one verifies, in the professional performance,
when the principles are or are not practiced. As a result of the research, it was found that most
professionals know the concept of public communication, but not the principles and characteristics
that are often mixed and confused with institutional communication. Regarding motivation, even
those who do not know the principles, are interested in making actions and communication
products and that dialogue with the community. Some professionals have shown lack of motivation
due to the number of impediments they encounter in order to implement improvements, especially
in relation to organizational culture, management vision, bureaucracy and lack of financial, human
and material resources. Although not fully applied, the principles of public communication are
observed in actions and practices of the communication sectors of the four institution of higher
education in the state of Goiás.
Descrição
Palavras-chave
Comunicação pública , Instituição pública de ensino superior , Princípios da comunicação pública , Profissionais de comunicação , IFG , IF Goiano , UEG , UFG , Public communication , Public institution of higher education , Principles of public communication , Communication professionals , IFG , IF Goiano , UEG , UFG
Citação
JUSTINO, Stephanie Silva. A aplicação dos princípios da comunicação pública e sua relação com a cidadania nas instituições públicas de ensino superior de Goiás. 2019. 292 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Goiás, Goiânia, 2019.