Os dispositivos de vigilância em sites de redes sociais digitais como estratégia de comunicação organizacional: análise da ambiência da Universidade de Santa Cruz do Sul no site de rede social facebook
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Tipo de documento: | Tese |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações do UFSM |
Texto Completo: | http://repositorio.ufsm.br/handle/1/20139 |
Resumo: | The proposal of this research is to comprehend how the University of Santa Cruz do Sul uses the surveillance devices of the mediated interactions through the digital social network website Facebook as surveillance exercise of the organizational setting in a strategic way. Theory studies were performed about the digital social networks in the context of the communication in the companies; about the power and the surveillance in the communication of the companies; and about the strategic communication in the companies. To empirically analyze this phenomenon, a research was performed in the University of Santa Cruz do Sul, which is an institution of higher education localized in the region of Rio Pardo Valley, in the state of Rio Grande do Sul, Brazil. As methodological procedures a CMDA – Computer-Mediated Discourse Analysis approach was used, proposed by the American researcher Susan Herring (2004, 2007, 2013) for analysis of posts of the University of Santa Cruz do Sul in its setting on the social network website Facebook, as well as the comments of Internet users, during the months of May, June, July, August and September of 2015. Also, techniques of interview were used with the coordinator of the Marketing and Communication Advisory and with the social media strategist of Unisc in order to analyze the surveillance exercise and the strategic use of information about the institution which surrounds the digital social networks and document analysis of the university planning documents where the communication field is recorded. Through the research, it was noticed that the university pursues the users’ information, especially the detractors’ ones, and that when the university shows its presence the users change their discursive behavior, such questions that characterize the surveillance exercise, however it was verified that there is not a database which stores the collected information. It was also possible to verify that the surveillance exercise is not configured as a strategy of organizational communication, because there is not planning for the work which is developed on Unisc fanpage on the social network website Facebook and that the way of proceeding depends much on the intuition of the social media strategist. |
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2020-11-13T10:36:24Z2020-11-13T10:36:24Z2017-03-23http://repositorio.ufsm.br/handle/1/20139The proposal of this research is to comprehend how the University of Santa Cruz do Sul uses the surveillance devices of the mediated interactions through the digital social network website Facebook as surveillance exercise of the organizational setting in a strategic way. Theory studies were performed about the digital social networks in the context of the communication in the companies; about the power and the surveillance in the communication of the companies; and about the strategic communication in the companies. To empirically analyze this phenomenon, a research was performed in the University of Santa Cruz do Sul, which is an institution of higher education localized in the region of Rio Pardo Valley, in the state of Rio Grande do Sul, Brazil. As methodological procedures a CMDA – Computer-Mediated Discourse Analysis approach was used, proposed by the American researcher Susan Herring (2004, 2007, 2013) for analysis of posts of the University of Santa Cruz do Sul in its setting on the social network website Facebook, as well as the comments of Internet users, during the months of May, June, July, August and September of 2015. Also, techniques of interview were used with the coordinator of the Marketing and Communication Advisory and with the social media strategist of Unisc in order to analyze the surveillance exercise and the strategic use of information about the institution which surrounds the digital social networks and document analysis of the university planning documents where the communication field is recorded. Through the research, it was noticed that the university pursues the users’ information, especially the detractors’ ones, and that when the university shows its presence the users change their discursive behavior, such questions that characterize the surveillance exercise, however it was verified that there is not a database which stores the collected information. It was also possible to verify that the surveillance exercise is not configured as a strategy of organizational communication, because there is not planning for the work which is developed on Unisc fanpage on the social network website Facebook and that the way of proceeding depends much on the intuition of the social media strategist.A proposta desta pesquisa é compreender como a Universidade de Santa Cruz do Sul utiliza os dispositivos de vigilância das interações midiatizadas realizadas através do site de rede social digital Facebook como exercício de vigilância do espaço organizacional de forma estratégica. Foram realizados estudos teóricos sobre as redes sociais digitais no contexto da comunicação nas organizações; sobre o poder e a vigilância na comunicação das organizações; e sobre a comunicação estratégica nas organizações. Para analisar empiricamente este fenômeno, foi realizada uma pesquisa na Universidade de Santa Cruz do Sul, que é uma instituição de ensino superior localizada na região do Vale do Rio Pardo, no estado do Rio Grande do Sul, Brasil. Como procedimentos metodológicos foi utilizada a Abordagem CMDA – Computer-Mediated Discourse Analysis, proposta pela pesquisadora americana Susan Herring (2004, 2007, 2013) para análise das postagens da Universidade de Santa Cruz do Sul em sua ambiência no site de rede social Facebook, assim como os comentários dos internautas, durante os meses de maio, junho, julho, agosto e setembro de 2015. Foram, também, utilizadas as técnicas de entrevista com o coordenador da Assessoria de Comunicação e Marketing e com a social media da Unisc a fim de analisar o exercício da vigilância e o uso estratégico das informações sobre a instituição que circulam nas redes sociais digitais e análise documental dos documentos de planejamento da universidade onde consta a área de comunicação. Percebeu-se, através da pesquisa, que a universidade busca por informações dos internautas, especialmente dos detratores, e que quando a universidade manifesta a sua presença os internautas mudam seu comportamento discursivo, questões estas que caracterizam o exercício da vigilância, porém foi verificado que não existe um banco de dados que armazene as informações coletadas. Também foi possível verificar que o exercício de vigilância não se configura como uma estratégia de comunicação organizacional, pois não há planejamento para o trabalho desenvolvido na página da Unisc no site de rede social Facebook e que a forma de proceder depende muito da intuição da social media.porUniversidade Federal de Santa MariaCentro de Ciências Sociais e HumanasPrograma de Pós-Graduação em ComunicaçãoUFSMBrasilComunicaçãoAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessRedes sociais digitaisVigilânciaComunicação organizacional estratégicaDigital social networksSurveillanceStrategic organizational communicationCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAOOs dispositivos de vigilância em sites de redes sociais digitais como estratégia de comunicação organizacional: análise da ambiência da Universidade de Santa Cruz do Sul no site de rede social facebookThe surveillance devices on digital social network websites as organizational communication strategy: analysis of the university of Santa Cruz do Sul setting on the social network website facebookinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesisBarichello, Eugenia Maria Mariano da Rochahttp://lattes.cnpq.br/1075373845442641Terra, Carolina Frazonhttp://lattes.cnpq.br/4409094765322922Brandt, Grazielle Betinahttp://lattes.cnpq.br/9456102361664445Pons, Mônica Elisa Diashttp://lattes.cnpq.br/1266730315285809Pozobon, Rejane de Oliveirahttp://lattes.cnpq.br/4513978248449141http://lattes.cnpq.br/3461302215649721Moreira, Elizabeth Huber60090000000860060076707352-4958-47f9-8040-46e4bf902b023fd1b15c-dc73-4bff-89d8-2761e5eba8178b2b39fc-7d29-4c9e-8be8-8e2e35b0ef9ccbbfbccf-da17-4297-ba2f-399c7e37de3554d9d0a2-fb48-49fd-aa47-a7e2e484b94ddf6ff40c-ec8e-4413-982b-1971b05c605ereponame:Biblioteca Digital de Teses e Dissertações do UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSMORIGINALTES_PPGCOMUNICACAO_2017_MOREIRA_ELIZABETH.pdfTES_PPGCOMUNICACAO_2017_MOREIRA_ELIZABETH.pdfTese de Doutoradoapplication/pdf10574542http://repositorio.ufsm.br/bitstream/1/20139/1/TES_PPGCOMUNICACAO_2017_MOREIRA_ELIZABETH.pdfa27e2ce42393e436f6aefe48bbc9f7b1MD51CC-LICENSElicense_rdflicense_rdfapplication/rdf+xml; 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dc.title.por.fl_str_mv |
Os dispositivos de vigilância em sites de redes sociais digitais como estratégia de comunicação organizacional: análise da ambiência da Universidade de Santa Cruz do Sul no site de rede social facebook |
dc.title.alternative.eng.fl_str_mv |
The surveillance devices on digital social network websites as organizational communication strategy: analysis of the university of Santa Cruz do Sul setting on the social network website facebook |
title |
Os dispositivos de vigilância em sites de redes sociais digitais como estratégia de comunicação organizacional: análise da ambiência da Universidade de Santa Cruz do Sul no site de rede social facebook |
spellingShingle |
Os dispositivos de vigilância em sites de redes sociais digitais como estratégia de comunicação organizacional: análise da ambiência da Universidade de Santa Cruz do Sul no site de rede social facebook Moreira, Elizabeth Huber Redes sociais digitais Vigilância Comunicação organizacional estratégica Digital social networks Surveillance Strategic organizational communication CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
Os dispositivos de vigilância em sites de redes sociais digitais como estratégia de comunicação organizacional: análise da ambiência da Universidade de Santa Cruz do Sul no site de rede social facebook |
title_full |
Os dispositivos de vigilância em sites de redes sociais digitais como estratégia de comunicação organizacional: análise da ambiência da Universidade de Santa Cruz do Sul no site de rede social facebook |
title_fullStr |
Os dispositivos de vigilância em sites de redes sociais digitais como estratégia de comunicação organizacional: análise da ambiência da Universidade de Santa Cruz do Sul no site de rede social facebook |
title_full_unstemmed |
Os dispositivos de vigilância em sites de redes sociais digitais como estratégia de comunicação organizacional: análise da ambiência da Universidade de Santa Cruz do Sul no site de rede social facebook |
title_sort |
Os dispositivos de vigilância em sites de redes sociais digitais como estratégia de comunicação organizacional: análise da ambiência da Universidade de Santa Cruz do Sul no site de rede social facebook |
author |
Moreira, Elizabeth Huber |
author_facet |
Moreira, Elizabeth Huber |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Barichello, Eugenia Maria Mariano da Rocha |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/1075373845442641 |
dc.contributor.referee1.fl_str_mv |
Terra, Carolina Frazon |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/4409094765322922 |
dc.contributor.referee2.fl_str_mv |
Brandt, Grazielle Betina |
dc.contributor.referee2Lattes.fl_str_mv |
http://lattes.cnpq.br/9456102361664445 |
dc.contributor.referee3.fl_str_mv |
Pons, Mônica Elisa Dias |
dc.contributor.referee3Lattes.fl_str_mv |
http://lattes.cnpq.br/1266730315285809 |
dc.contributor.referee4.fl_str_mv |
Pozobon, Rejane de Oliveira |
dc.contributor.referee4Lattes.fl_str_mv |
http://lattes.cnpq.br/4513978248449141 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/3461302215649721 |
dc.contributor.author.fl_str_mv |
Moreira, Elizabeth Huber |
contributor_str_mv |
Barichello, Eugenia Maria Mariano da Rocha Terra, Carolina Frazon Brandt, Grazielle Betina Pons, Mônica Elisa Dias Pozobon, Rejane de Oliveira |
dc.subject.por.fl_str_mv |
Redes sociais digitais Vigilância Comunicação organizacional estratégica |
topic |
Redes sociais digitais Vigilância Comunicação organizacional estratégica Digital social networks Surveillance Strategic organizational communication CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
Digital social networks Surveillance Strategic organizational communication |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
The proposal of this research is to comprehend how the University of Santa Cruz do Sul uses the surveillance devices of the mediated interactions through the digital social network website Facebook as surveillance exercise of the organizational setting in a strategic way. Theory studies were performed about the digital social networks in the context of the communication in the companies; about the power and the surveillance in the communication of the companies; and about the strategic communication in the companies. To empirically analyze this phenomenon, a research was performed in the University of Santa Cruz do Sul, which is an institution of higher education localized in the region of Rio Pardo Valley, in the state of Rio Grande do Sul, Brazil. As methodological procedures a CMDA – Computer-Mediated Discourse Analysis approach was used, proposed by the American researcher Susan Herring (2004, 2007, 2013) for analysis of posts of the University of Santa Cruz do Sul in its setting on the social network website Facebook, as well as the comments of Internet users, during the months of May, June, July, August and September of 2015. Also, techniques of interview were used with the coordinator of the Marketing and Communication Advisory and with the social media strategist of Unisc in order to analyze the surveillance exercise and the strategic use of information about the institution which surrounds the digital social networks and document analysis of the university planning documents where the communication field is recorded. Through the research, it was noticed that the university pursues the users’ information, especially the detractors’ ones, and that when the university shows its presence the users change their discursive behavior, such questions that characterize the surveillance exercise, however it was verified that there is not a database which stores the collected information. It was also possible to verify that the surveillance exercise is not configured as a strategy of organizational communication, because there is not planning for the work which is developed on Unisc fanpage on the social network website Facebook and that the way of proceeding depends much on the intuition of the social media strategist. |
publishDate |
2017 |
dc.date.issued.fl_str_mv |
2017-03-23 |
dc.date.accessioned.fl_str_mv |
2020-11-13T10:36:24Z |
dc.date.available.fl_str_mv |
2020-11-13T10:36:24Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/doctoralThesis |
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doctoralThesis |
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publishedVersion |
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http://repositorio.ufsm.br/handle/1/20139 |
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http://repositorio.ufsm.br/handle/1/20139 |
dc.language.iso.fl_str_mv |
por |
language |
por |
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600900000008 |
dc.relation.confidence.fl_str_mv |
600 600 |
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dc.rights.driver.fl_str_mv |
Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/ |
eu_rights_str_mv |
openAccess |
dc.publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Centro de Ciências Sociais e Humanas |
dc.publisher.program.fl_str_mv |
Programa de Pós-Graduação em Comunicação |
dc.publisher.initials.fl_str_mv |
UFSM |
dc.publisher.country.fl_str_mv |
Brasil |
dc.publisher.department.fl_str_mv |
Comunicação |
publisher.none.fl_str_mv |
Universidade Federal de Santa Maria Centro de Ciências Sociais e Humanas |
dc.source.none.fl_str_mv |
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