Comunicação pública no Instagram: análise comparativa das polícias civis da Região Sul do Brasil

Abstract

In a scenario of increasing digitalization of institutional communication, this research investigates how the Civil Police forces of Paraná, Santa Catarina, and Rio Grande do Sul use Instagram as a public communication tool. It is based on the premise that social media can enhance the relationship between institutions and society, increasing transparency and fostering closer engagement with citizens. Through content analysis of posts published on the official profiles of these institutions, distinct usage patterns of the platform were identified, with varying emphases on content types and modes of interaction.The results reveal partial adherence to institutional communication guidelines, highlighting the predominance of informational and institutional content, as well as opportunities for improvement, particularly in encouraging citizen participation and diversifying communication strategies. This study contributes to the field of public communication by examining practices still little explored in the public security sector, such as the analysis of hashtag and emoji use and media typology, while also pointing to ways in which institutions can more effectively incorporate democratic principles into their digital presence.