UFAM: comunicação institucional na Universidade a partir do encontro entre linguagens: erudição universitária e informalidade no perfil das redes sociais virtuais

Abstract

This dissertation aims to understand a recent, unexceptional, modern phenomenon that raises a point to note: Many Brazilian universities, after joining the digital social networks are still hesitant in the face of new relationships and interactivity offered by the digital world. The university is faced with the meeting between languages, or, in other words, with university scholarship and informality in the profile of virtual social networks. In this regard was held authors of theories based on literature lead to the understanding of the phenomenon as Peircean Semiotics, Semiotics of Culture (Tartu-Moscow School) and the vision of Communicational Ecosystems in a semiotic understanding. It is also peering from the academic experience, of the author of this dissertation, the interactions made possible by the use of virtual social networks within the Brazilian Universities, in particular the Federal University of Amazonas. Giving the necessary attention to relevant studies to this work, certainly the configuration of maps of institutional communication in universities can change for the better, specifically the UFAM which is located in the Brazilian Amazon, a place known as far, compared to other more connected to digital networks. Finally, this research propose a broad look at the main aspects of digital communication that must be taken into account in the strategic plans of corporate communication at universities would to work constructively, democratic, horizontalized, accessible to citizens in exchange of meaning, interaction and participation, being notabilized by sight gregarious human vocation and perceived since ancient times.