A eficiência e a eficácia do Facebook para a comunicação organizacional de uma universidade pública na Amazônia

Abstract

This dissertation presents concepts that characterize communication, organizational communication and communicational ecosystems. Furthermore, based on the theories of Deep Ecology (CAPRA), Complex Thought (MORIN) and the biological understanding of life (MATURANA AND VARELA), it proposes to reveal how a true communicational ecosystem can be constituted. For this purpose, the work carried out by the Universidade do Estado do Amazonas (UEA), through its communication consultancy, from January to June 2019, was used as a case study. As a result, it is shown how the communication work of the institution in this contemporary scenario where physical and virtual realities overlap and complement each other in the daily lives of individuals. In addition, it is shown that, considering the consolidation of a communicational ecosystem of its own, the individuals who integrate this environment are able to give life to their communicational processes, guaranteeing the continuity and even efficiency to the communication they carry out.