Comunicação e relacionamento: da concretização de ações iniciadas em redes sociais digitais (o caso da pref’s)

Abstract

The research investigates analytically in the context of a digital social network (RECUERO, 2009), to what extent the presentation of persona (MARK: PEARSON, 2001) and the relationship established between those codes and who decodes messages (HALL, 2003 ) favors the understanding of these messages and motivates the implementation of concrete actions, in addition to the communicational act on the internet. The page of the Curitiba City Hall on Facebook - dubbed Pref's by users of this digital social network - is the persona of the case study dissertation. The fanpage was selected due to the success from 2014 (with fans even among residents of other localities, following posts held and made it have more followers than the capital pages with more inhabitants). Posts drawn up and published by a multidisciplinary team, reach significant numbers of interactions (KOOPMANS, 2004) with its users, although there is no financial investment in advertising on Facebook by the Curitiba City Hall. The main objective of this research is to present and analyze the implementation of actions proposed by Pref's through the established relationship in digital social networks. The dissertation discusses the formation of the persona, the use of communication theories that made it possible to reach a significant number of people through spreading messages (JENKINS, GREEN, FORD, 2014), as well as presenting case studies in which it is possible to verify the implementation of the shares. The analyzed corpus involves posts that during the years 2014/2015, requiring users not only shares in the Internet, but its materialization in practical life (as realization of donations or participation in social activities and awareness campaigns), establishing a process of communication and relationship that goes beyond the "borders" of the Internet, apparently culminating in the rapprochement between citizens and institutions.