Educação ambiental no facebook: a propagabilidade dos memes sobre conservação da biodiversidade na página zoololgico

Detalhes bibliográficos
Autor(a) principal: Emídio, Leticia Stefania
Data de Publicação: 2019
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Repositório Institucional da UFSCAR
Texto Completo: https://repositorio.ufscar.br/handle/ufscar/11461
Resumo: The participatory culture and the collaborative content creation in social networks have turned memes into elements of communicative expression that are widespread today. This popular phenomenon that transits between the online and offline world has raised interest in testing the potential for science divulgation of this tool in consonance with the principles of Critical Environmental Education, which aimed the democratization in constructing and accessing to knowledge in the area of biodiversity conservation and the work of zoological institutions of the world. In this research, we tested the use of memes as a communication strategy for spreading socio-environmental content in Facebook, in a humorous but also dialogic and critical approach. Creating a Facebook page called ZOOLOLGICO, we sought to quantitatively and qualitatively characterize the public's acceptance of the proposal, using the insights of the page and an online questionnaire. The form was answered by 45 people (about 5% of the followers) at the end of 4 months of collection, to understand the nature of the relationships and interactions that have been formed between the followers of the page and the published content. The results show us that the the public accepted well the proposal, reaching almost 900 followers in just 123 days, and with publications reaching more than 50 thousand views. The public that answered the questionnaire was equilibratedly divided between the general public and people directly involved in the work of zoos, but the overwhelming majority were graduates or postgraduates (91.1%) in the area of Biological Sciences and Health (66.7%). The feedback received by the questionnaire was also very positive, with the overall content being classified as excellent (57.8%) or very good (35.6%), with a high consumption content of the content posted, and with several requests for the page to continue to function after data collection. The questionnaire also allowed us to raise some reasons that discourage the visit to zoos, specific notes about some of the posts and about four indicatives of conceptions’ changes about the importance of zoos’ conservation work and maintenance of the animals’ welfare in captivity.
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spelling Emídio, Leticia StefaniaSilva, Rosana Louro Ferreirahttp://lattes.cnpq.br/2635824351245453http://lattes.cnpq.br/4188879880000074ae483cfe-2a51-40c2-889b-817780a9bbe42019-06-13T14:12:14Z2019-06-13T14:12:14Z2019-03-15EMÍDIO, Leticia Stefania. Educação ambiental no facebook: a propagabilidade dos memes sobre conservação da biodiversidade na página zoololgico. 2019. Dissertação (Mestrado em Conservação da Fauna) – Universidade Federal de São Carlos, São Carlos, 2019. Disponível em: https://repositorio.ufscar.br/handle/ufscar/11461.https://repositorio.ufscar.br/handle/ufscar/11461The participatory culture and the collaborative content creation in social networks have turned memes into elements of communicative expression that are widespread today. This popular phenomenon that transits between the online and offline world has raised interest in testing the potential for science divulgation of this tool in consonance with the principles of Critical Environmental Education, which aimed the democratization in constructing and accessing to knowledge in the area of biodiversity conservation and the work of zoological institutions of the world. In this research, we tested the use of memes as a communication strategy for spreading socio-environmental content in Facebook, in a humorous but also dialogic and critical approach. Creating a Facebook page called ZOOLOLGICO, we sought to quantitatively and qualitatively characterize the public's acceptance of the proposal, using the insights of the page and an online questionnaire. The form was answered by 45 people (about 5% of the followers) at the end of 4 months of collection, to understand the nature of the relationships and interactions that have been formed between the followers of the page and the published content. The results show us that the the public accepted well the proposal, reaching almost 900 followers in just 123 days, and with publications reaching more than 50 thousand views. The public that answered the questionnaire was equilibratedly divided between the general public and people directly involved in the work of zoos, but the overwhelming majority were graduates or postgraduates (91.1%) in the area of Biological Sciences and Health (66.7%). The feedback received by the questionnaire was also very positive, with the overall content being classified as excellent (57.8%) or very good (35.6%), with a high consumption content of the content posted, and with several requests for the page to continue to function after data collection. The questionnaire also allowed us to raise some reasons that discourage the visit to zoos, specific notes about some of the posts and about four indicatives of conceptions’ changes about the importance of zoos’ conservation work and maintenance of the animals’ welfare in captivity.A cultura participativa e a criação colaborativa de conteúdos nas redes sociais transformaram os memes em elementos de expressão comunicativa muito difundidos atualmente. Esse fenômeno popular que transita entre o mundo online e offline despertou o interesse em testar o potencial de divulgação científica dessa ferramenta em consonância com os princípios da Educação Ambiental Crítica, que visam a democratização da construção e acesso aos conhecimentos na área de conservação da biodiversidade e o trabalho realizado pelas instituições zoológicas do mundo. Neste trabalho testamos o uso de memes como estratégia de comunicação para a propagação de conteúdos socioambientais no Facebook, numa abordagem humorística, mas também dialógica e crítica. Com a criação de uma página no Facebook chamada ZOOLOLGICO, buscamos caracterizar quantitativa e qualitativamente a aceitação do público à proposta, por meio da análise das métricas da página e um questionário online que foi respondido por 45 pessoas (cerca de 5% dos curtidores) ao final de 4 meses de coleta, para compreender a natureza das relações e interações que se formaram entre os seguidores da página e os conteúdos publicados. Os resultados nos permitem ver que a proposta foi bem aceita pelo público, chegando a quase 900 curtidores em apenas 123 dias, e com publicações chegando ao alcance de mais de 50 mil visualizações. O público que respondeu ao questionário se dividiu equilibradamente entre público comum e pessoas envolvidas diretamente com o trabalho de zoológicos, contudo a maioria era graduado ou pós-graduado (91,1%) na área das Ciências Biológicas e Saúde (66,7%). O feedback recebido pelo questionário também foi muito positivo, tendo o tema geral dos conteúdos sido classificado como excelente (57,8%) ou muito bom (35,6%), com alto teor de consumo dos conteúdos postados, e com vários pedidos para que a página continuasse funcionando após a coleta dos dados. O questionário ainda permitiu levantar alguns motivos que desestimulam a visita a zoológicos, apontamentos específicos sobre algumas postagens e também 4 indicativos de mudanças de concepções sobre a importância do trabalho de conservação dos zoológicos e de manutenção do bem-estar dos animais cativos.OutraFundação Parque Zoológico de São Paulo FPZSPporUniversidade Federal de São CarlosCâmpus São CarlosPrograma de Pós-Graduação em Conservação da Fauna - PPGCFauUFSCarMemesEducação AmbientalPropagabilidadeConservação da biodiversidadeFacebookEnvironmental educationSpreadabilityScience divulgationOUTROS::CIENCIASEducação ambiental no facebook: a propagabilidade dos memes sobre conservação da biodiversidade na página zoololgicoEnvironmental education at facebook: the spreadability of memes about biodiversity conservation at page zoololgicoinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisOnline6004c8ef4a9-be29-45b8-ab64-0bceff6a8592info:eu-repo/semantics/openAccessreponame:Repositório Institucional da UFSCARinstname:Universidade Federal de São Carlos (UFSCAR)instacron:UFSCARORIGINALDissert Leticia Emidio.pdfDissert Leticia Emidio.pdfDissertação Completa Letícia S. 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dc.title.por.fl_str_mv Educação ambiental no facebook: a propagabilidade dos memes sobre conservação da biodiversidade na página zoololgico
dc.title.alternative.eng.fl_str_mv Environmental education at facebook: the spreadability of memes about biodiversity conservation at page zoololgico
title Educação ambiental no facebook: a propagabilidade dos memes sobre conservação da biodiversidade na página zoololgico
spellingShingle Educação ambiental no facebook: a propagabilidade dos memes sobre conservação da biodiversidade na página zoololgico
Emídio, Leticia Stefania
Memes
Educação Ambiental
Propagabilidade
Conservação da biodiversidade
Facebook
Environmental education
Spreadability
Science divulgation
OUTROS::CIENCIAS
title_short Educação ambiental no facebook: a propagabilidade dos memes sobre conservação da biodiversidade na página zoololgico
title_full Educação ambiental no facebook: a propagabilidade dos memes sobre conservação da biodiversidade na página zoololgico
title_fullStr Educação ambiental no facebook: a propagabilidade dos memes sobre conservação da biodiversidade na página zoololgico
title_full_unstemmed Educação ambiental no facebook: a propagabilidade dos memes sobre conservação da biodiversidade na página zoololgico
title_sort Educação ambiental no facebook: a propagabilidade dos memes sobre conservação da biodiversidade na página zoololgico
author Emídio, Leticia Stefania
author_facet Emídio, Leticia Stefania
author_role author
dc.contributor.authorlattes.por.fl_str_mv http://lattes.cnpq.br/4188879880000074
dc.contributor.author.fl_str_mv Emídio, Leticia Stefania
dc.contributor.advisor1.fl_str_mv Silva, Rosana Louro Ferreira
dc.contributor.advisor1Lattes.fl_str_mv http://lattes.cnpq.br/2635824351245453
dc.contributor.authorID.fl_str_mv ae483cfe-2a51-40c2-889b-817780a9bbe4
contributor_str_mv Silva, Rosana Louro Ferreira
dc.subject.por.fl_str_mv Memes
Educação Ambiental
Propagabilidade
Conservação da biodiversidade
topic Memes
Educação Ambiental
Propagabilidade
Conservação da biodiversidade
Facebook
Environmental education
Spreadability
Science divulgation
OUTROS::CIENCIAS
dc.subject.eng.fl_str_mv Facebook
Environmental education
Spreadability
Science divulgation
dc.subject.cnpq.fl_str_mv OUTROS::CIENCIAS
description The participatory culture and the collaborative content creation in social networks have turned memes into elements of communicative expression that are widespread today. This popular phenomenon that transits between the online and offline world has raised interest in testing the potential for science divulgation of this tool in consonance with the principles of Critical Environmental Education, which aimed the democratization in constructing and accessing to knowledge in the area of biodiversity conservation and the work of zoological institutions of the world. In this research, we tested the use of memes as a communication strategy for spreading socio-environmental content in Facebook, in a humorous but also dialogic and critical approach. Creating a Facebook page called ZOOLOLGICO, we sought to quantitatively and qualitatively characterize the public's acceptance of the proposal, using the insights of the page and an online questionnaire. The form was answered by 45 people (about 5% of the followers) at the end of 4 months of collection, to understand the nature of the relationships and interactions that have been formed between the followers of the page and the published content. The results show us that the the public accepted well the proposal, reaching almost 900 followers in just 123 days, and with publications reaching more than 50 thousand views. The public that answered the questionnaire was equilibratedly divided between the general public and people directly involved in the work of zoos, but the overwhelming majority were graduates or postgraduates (91.1%) in the area of Biological Sciences and Health (66.7%). The feedback received by the questionnaire was also very positive, with the overall content being classified as excellent (57.8%) or very good (35.6%), with a high consumption content of the content posted, and with several requests for the page to continue to function after data collection. The questionnaire also allowed us to raise some reasons that discourage the visit to zoos, specific notes about some of the posts and about four indicatives of conceptions’ changes about the importance of zoos’ conservation work and maintenance of the animals’ welfare in captivity.
publishDate 2019
dc.date.accessioned.fl_str_mv 2019-06-13T14:12:14Z
dc.date.available.fl_str_mv 2019-06-13T14:12:14Z
dc.date.issued.fl_str_mv 2019-03-15
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
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dc.identifier.citation.fl_str_mv EMÍDIO, Leticia Stefania. Educação ambiental no facebook: a propagabilidade dos memes sobre conservação da biodiversidade na página zoololgico. 2019. Dissertação (Mestrado em Conservação da Fauna) – Universidade Federal de São Carlos, São Carlos, 2019. Disponível em: https://repositorio.ufscar.br/handle/ufscar/11461.
dc.identifier.uri.fl_str_mv https://repositorio.ufscar.br/handle/ufscar/11461
identifier_str_mv EMÍDIO, Leticia Stefania. Educação ambiental no facebook: a propagabilidade dos memes sobre conservação da biodiversidade na página zoololgico. 2019. Dissertação (Mestrado em Conservação da Fauna) – Universidade Federal de São Carlos, São Carlos, 2019. Disponível em: https://repositorio.ufscar.br/handle/ufscar/11461.
url https://repositorio.ufscar.br/handle/ufscar/11461
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dc.publisher.none.fl_str_mv Universidade Federal de São Carlos
Câmpus São Carlos
dc.publisher.program.fl_str_mv Programa de Pós-Graduação em Conservação da Fauna - PPGCFau
dc.publisher.initials.fl_str_mv UFSCar
publisher.none.fl_str_mv Universidade Federal de São Carlos
Câmpus São Carlos
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