Diplomacia pública 2.0 no Facebook: uma análise comparativa do Ministério das Relações Exteriores no período governamental de Dilma Roussef e de Michel Temer

Abstract

This monography aims to conduct a quantitative, qualitative and comparative research on the official page, present on Facebook, of the Brazilian Ministry of Foreign Affairs. Therefore, 1562 official page posts were analyzed based on the theoretical proposal to evaluate the existence of convergent points / intersections, between three theoretical perspectives: public communication, public diplomacy and public diplomacy 2.0. As well as contribute to the understanding of these theories and their articulations. Because of this, the methodology used is the bibliographical review and qualitative analysis of the posts of the ministry through the government period (Dilma Rousseff and Michel Temer), the volume of engagement and the 8 qualitative categories proposed - (1) Diplomacy / Communication aimed at the Brazilian Public; (2) Diplomacy / Communication Actions aimed at Foreign Public; (3) Positioning, (4) Costs / Budgets / Investments; (5) Agenda; (6) Public Policies; (7) Participation and (8) Curiosities / Post of completion. It is observed that there are important convergences in the concepts since it presents similarities (1) in the constitution of the publics and in the representation exerted by political agents and institutions and by the diplomatic institutions; (2) the importance of communicative processes, especially those mediated by digital communication, for the achievement of the objectives of public communication of State and also of digital public diplomacy. In the end, there was a predominance of posts that sought to increase the user's level of information about the ministry and of postings that intended to establish an atmosphere of goodwill and sociability, however, there was a very small number of posts that sought to encourage the participation of the user / citizen. There was also a high volume of engagement in posts representing the Brazilian people as a Nation State and publications that were directed to Brazilian society.