A percepção sobre os veículos de comunicação organizacional em uma instituição federal de ensino superior

• Ano de defesa: 2014
• Autor(a) principal: Silva Junior, Carlos Benedito Alves da
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Santa Maria; BR; Administração; UFSM; Programa de Pós-Graduação em Administração
• Palavras-chave em Português: Comunicação organizacional; Imagem organizacional; Estratégias de comunicação; Organizational communication; Organizational image; Communication strategies; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://repositorio.ufsm.br/handle/1/4718

The present study aims to determine the perception of undergraduate students on the communication channels of a Federal Institution of Higher Education. Within this perspective, there is the case of the Federal University of Maranhão (UFMA) that develops through its Office of Communication (ASCOM-UFMA) a range of actions and communication products targeted to their public and produced from different nuclei form the sector. Descriptively, it was decided to survey employing a two-step approach. First the method of measurement Familiarity-Receptivity as a way to assess how familiar and favorable is the image of the media IFES. In addition, the measurement of image content objects through semantic differential scale, analyzing dimensions of connotative meaning. The results show, in general, a good image of medias for public students, but also, specifically, serve as indicators for the development and / or maintenance of organizational communication strategies from each of the studied medias.