Estudo sobre comunicação pública nas universidades federais com o advento das redes sociais

Abstract

This research carries out a study on the performance of the communication sectors of federal universities in Brazil with the advent of social medias. Among the objectives are to gather information on how public institutions, with public resources, under State bureaucracy, adapt to this form of communication, previously mostly mass and now with emphasis on intercommunication or segmented communication. We present the concepts of public communication, reflections on public and private, social networks, media regulation and network relationships. We question what has changed in the production of content and how the activities of these public institutions are carried out, in private environments and without institutionalized rules. As for the methodology, it is exploratory in nature, covering a bibliographical survey on the subject, including concepts about public communication, the public sphere, its origin and differences with the private sphere, communication in the digital era, social media and network platforms. The study covers research aimed at the communication sectors of Federal Universities, through questionnaires, to evaluate the practice of these concepts in Brazilian institutions, including the experience of the author and advisor as managers in the sector. In the theoretical foundation, due to the wide range of dissonant concepts, we work with studies by authors who seek the formation of a theory, such as Brandão (2006), Bucci (2015), Duarte (2012), Rüdiger (2012), Wolton (2012), Zémor (2009), among others; in the lack of delimitation between public and private spheres – issues that were previously treated as private (personal opinions or individual experiences) discussed in public space (official social networks) – have Habermas (2014) as the basis for reflection. Castells (2001, 2006, 2008, 2018 and 2020) is part of the study by presenting understandings about changes in the media. As a result, we hope that this work will be debated by communicators from public bodies, favoring the understanding of the topic and questioning this intercommunication with mass potential, but segmented and unregulated.