Detalhes bibliográficos
| Ano de defesa: |
2023 |
| Autor(a) principal: |
Moregola, Paulo Vicente Ruiz de Las Heras
 |
| Orientador(a): |
Mello, Crsitina Helena Pinto de |
| Banca de defesa: |
Camargo, Ricardo Zagallo,
Massih, Eliana |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Escola Superior de Propaganda e Marketing
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| Programa de Pós-Graduação: |
Programa de Mestrado Profissional em Comportamento do Consumidor
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| Departamento: |
ESPM::Pós-Graduação Stricto Sensu
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| País: |
Brasil
|
| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
http://tede2.espm.br/handle/tede/701
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Resumo: |
The study and research work aims to analyze a digital content platform and reflect on how this environment can contribute to the identity reinforcement of an institution, assisting in the perception of identity and collaborating to the strengthening of the brand, promoting a good reputation and a dynamic and continuous visibility. The research conducted is qualitative in approach and uses the methodology of action research, given the direct involvement of the researcher with the institution that will serve as the object of study. The multimedia production for the DISCERN Portal and the thematic audience make up the basis of the analysis, which seeks to understand how these contents and narratives can contribute to the development of internal communication strategies, engagement, and even assist in communication with audiences outside the institution. Eight individual interviews were conducted, resulting in more than four and a half hours of material in audio, video, or textual responses. Those selected for the collection of information have experience in a leadership role and a relationship time of at least 15 years with the institution. Based on the analysis of the interviews, it was identified that a digital environment with multimedia content can be an effective tool to strengthen the institutional identity. However, it was also pointed out the need to deepen the understanding of the underlying structures that make up the networks that build this relationship and the strategic potentials that the characteristics of these relationships can offer. Understanding the dynamics of these structures may allow the institution to optimize its digital presence, identifying opportunities to strengthen its institutional identity. In addition, understanding the characteristics of the relationships within these networks can provide strategic insights. Importantly, the analysis of network structures and characteristics of relationships in the digital environment should be continuous and interactive since online dynamics are constantly evolving. The research points to the possibility of future studies expanding the relationship between the concepts of Complex Network Theory and Complex Thought Theory and verify replicability in other institutions and companies. |
