Covid-19 pandemic, Communication and Relationship: An Analysis of the Social Media of the University of Minho
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://doi.org/10.58050/comunicando.v9i1.37 |
Resumo: | This article aims to analyze how the University of Minho (UMinho), in Portugal, used social media Facebook and Instagram to communicate and build relationships with its audiences in the first two months of the Covid-19 pandemic. Through a qualitative research, of an exploratory character, based on the netnographic method (Kozinets, 2010), we observe both the theme, purpose and engagement of publications carried out by the University, as well as the interactions developed from these publications. We realized that the Institution's presence on the social networks Facebook and Instagram was managed within the framework of a crisis management process that highlighted concrete institutional actions and positive emotions and sought to motivate audiences and convey confidence. But he did not use all the natural potential of social networks to develop two-way communication, interacting and building relationships with audiences. In a brief look at the social networks of major universities in Europe in the same period, we realized that UMinho's behavior is in line with that of its counterparts: weak interaction, short dialogue. In this context, we can even say that it went further, since it prepared an institutional communication campaign for the period and used an emotional tone, something unusual, in the initial period of the pandemic, among European universities. |
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Covid-19 pandemic, Communication and Relationship: An Analysis of the Social Media of the University of MinhoPandemia da Covid-19, Comunicação e Relacionamento: Uma Análise das Mídias Sociais da Universidade do MinhoUniversidadeComunicação OrganizacionalMídias SociaisCriseCovid-19UniversityOrganizational CommunicationSocial MediaCrisisCovid-19This article aims to analyze how the University of Minho (UMinho), in Portugal, used social media Facebook and Instagram to communicate and build relationships with its audiences in the first two months of the Covid-19 pandemic. Through a qualitative research, of an exploratory character, based on the netnographic method (Kozinets, 2010), we observe both the theme, purpose and engagement of publications carried out by the University, as well as the interactions developed from these publications. We realized that the Institution's presence on the social networks Facebook and Instagram was managed within the framework of a crisis management process that highlighted concrete institutional actions and positive emotions and sought to motivate audiences and convey confidence. But he did not use all the natural potential of social networks to develop two-way communication, interacting and building relationships with audiences. In a brief look at the social networks of major universities in Europe in the same period, we realized that UMinho's behavior is in line with that of its counterparts: weak interaction, short dialogue. In this context, we can even say that it went further, since it prepared an institutional communication campaign for the period and used an emotional tone, something unusual, in the initial period of the pandemic, among European universities.Este artigo busca analisar como a Universidade do Minho (UMinho), em Portugal, usou as mídias sociais Facebook e Instagram para comunicar e construir relacionamento com seus públicos nos dois primeiros meses da pandemia da Covid-19. Através de uma pesquisa qualitativa, de caráter exploratório, tendo como base o método netnográfico (Kozinets, 2010), observamos tanto o tema, propósito e engajamento das publicações realizadas pela Universidade, quanto as interações desenvolvidas a partir dessas publicações. Percebemos que a presença da Instituição nas redes sociais Facebook e Instagram foi gerida no quadro de um processo de gestão de crise que colocou em evidência ações institucionais concretas e emoções positivas, e buscou motivar os públicos e transmitir confiança. Mas não utilizou todo o potencial nato das redes sociais para desenvolver uma comunicação bidirecional, interagindo e construindo relacionamento com os públicos. Num olhar rápido pelas redes sociais de grandes universidades da Europa no mesmo período, percebemos que o comportamento da UMinho se alinha com o das suas congéneres: interação fraca, diálogo curto. Neste quadro, podemos até dizer que ela foi mais longe, já que preparou uma campanha de comunicação institucional para o período e usou um tom emotivo, algo pouco comum, no período inicial da pandemia, entre as universidades europeias.Sopcom2020-12-29info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://doi.org/10.58050/comunicando.v9i1.37https://doi.org/10.58050/comunicando.v9i1.37Revista Comunicando; Vol. 9 No. 1 (2020): Communicating in Pandemic Times; 31-56Revista Comunicando; Vol. 9 Núm. 1 (2020): Comunicar en tiempos de pandemia; 31-56Revista Comunicando; Vol. 9 N.º 1 (2020): Comunicar em Tempos de Pandemia; 31-562182-4037reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPporhttps://www.revistacomunicando.sopcom.pt/index.php/comunicando/article/view/37https://www.revistacomunicando.sopcom.pt/index.php/comunicando/article/view/37/19Direitos de Autor (c) 2020 Revista Comunicando - Os novos caminhos da comunicação.info:eu-repo/semantics/openAccessMesquita, KamilaRuão, TeresaAndrade, José Gabriel2024-03-16T08:28:47Zoai:revistacomunicando.sopcom.pt:article/37Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T04:01:28.530204Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Covid-19 pandemic, Communication and Relationship: An Analysis of the Social Media of the University of Minho Pandemia da Covid-19, Comunicação e Relacionamento: Uma Análise das Mídias Sociais da Universidade do Minho |
title |
Covid-19 pandemic, Communication and Relationship: An Analysis of the Social Media of the University of Minho |
spellingShingle |
Covid-19 pandemic, Communication and Relationship: An Analysis of the Social Media of the University of Minho Mesquita, Kamila Universidade Comunicação Organizacional Mídias Sociais Crise Covid-19 University Organizational Communication Social Media Crisis Covid-19 |
title_short |
Covid-19 pandemic, Communication and Relationship: An Analysis of the Social Media of the University of Minho |
title_full |
Covid-19 pandemic, Communication and Relationship: An Analysis of the Social Media of the University of Minho |
title_fullStr |
Covid-19 pandemic, Communication and Relationship: An Analysis of the Social Media of the University of Minho |
title_full_unstemmed |
Covid-19 pandemic, Communication and Relationship: An Analysis of the Social Media of the University of Minho |
title_sort |
Covid-19 pandemic, Communication and Relationship: An Analysis of the Social Media of the University of Minho |
author |
Mesquita, Kamila |
author_facet |
Mesquita, Kamila Ruão, Teresa Andrade, José Gabriel |
author_role |
author |
author2 |
Ruão, Teresa Andrade, José Gabriel |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Mesquita, Kamila Ruão, Teresa Andrade, José Gabriel |
dc.subject.por.fl_str_mv |
Universidade Comunicação Organizacional Mídias Sociais Crise Covid-19 University Organizational Communication Social Media Crisis Covid-19 |
topic |
Universidade Comunicação Organizacional Mídias Sociais Crise Covid-19 University Organizational Communication Social Media Crisis Covid-19 |
description |
This article aims to analyze how the University of Minho (UMinho), in Portugal, used social media Facebook and Instagram to communicate and build relationships with its audiences in the first two months of the Covid-19 pandemic. Through a qualitative research, of an exploratory character, based on the netnographic method (Kozinets, 2010), we observe both the theme, purpose and engagement of publications carried out by the University, as well as the interactions developed from these publications. We realized that the Institution's presence on the social networks Facebook and Instagram was managed within the framework of a crisis management process that highlighted concrete institutional actions and positive emotions and sought to motivate audiences and convey confidence. But he did not use all the natural potential of social networks to develop two-way communication, interacting and building relationships with audiences. In a brief look at the social networks of major universities in Europe in the same period, we realized that UMinho's behavior is in line with that of its counterparts: weak interaction, short dialogue. In this context, we can even say that it went further, since it prepared an institutional communication campaign for the period and used an emotional tone, something unusual, in the initial period of the pandemic, among European universities. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-12-29 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://doi.org/10.58050/comunicando.v9i1.37 https://doi.org/10.58050/comunicando.v9i1.37 |
url |
https://doi.org/10.58050/comunicando.v9i1.37 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://www.revistacomunicando.sopcom.pt/index.php/comunicando/article/view/37 https://www.revistacomunicando.sopcom.pt/index.php/comunicando/article/view/37/19 |
dc.rights.driver.fl_str_mv |
Direitos de Autor (c) 2020 Revista Comunicando - Os novos caminhos da comunicação. info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos de Autor (c) 2020 Revista Comunicando - Os novos caminhos da comunicação. |
eu_rights_str_mv |
openAccess |
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application/pdf |
dc.publisher.none.fl_str_mv |
Sopcom |
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Sopcom |
dc.source.none.fl_str_mv |
Revista Comunicando; Vol. 9 No. 1 (2020): Communicating in Pandemic Times; 31-56 Revista Comunicando; Vol. 9 Núm. 1 (2020): Comunicar en tiempos de pandemia; 31-56 Revista Comunicando; Vol. 9 N.º 1 (2020): Comunicar em Tempos de Pandemia; 31-56 2182-4037 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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