Comunicação Organizacional Digital: interação e visibilidade online da Universidade Federal do Amazonas (UFAM)

Abstract

In this master’s dissertation we study organizational communication applied to digital media. Every day, more people join social networks and organizations are part of this environment. Linear communication, used in traditional communication, is replaced to bidirectional communication on the internet. Users become more active and, simultaneously, producers of content and information, which affects organizations. They need to be more aware of what is happening on the internet and also be part of it, in order to get closer to their publics. Through social media it is possible to create a relationship with the public as well as obtain feedbacks about products and services and promote the image of the organization. In this way, we first present the evolution of communication, then we will discuss organizational communication, as well as its application to the digital environment. Through this, we apply the theoretical foundations of the bibliographic review to a case study and observe how organizations use the social media Facebook as an instrument of institutional communication. We chose the Federal University of Amazonas (UFAM) as the object of study because it is the place where this research has been done and for its representativeness in the North Region of Brazil. The new concept of interaction with institutions without the physical environment will also be deepened, showing how this model influences today's society. The social media Facebook was chosen because it contains the most users among others. The methodology used was the web content analysis, proposed by Bardin (2010), which highlights the main elements of the page. Through them, we will have a deeper dimension of the strategies used by the University.