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- W2955214027 abstract "O uso das redes sociais online , especialmente o Facebook para a comunicacao entre organizacoes e seu publico-alvo, vem sendo desenvolvido de maneira mais interativa com o passar do tempo, tendo em vista que para conquistar tal publico e necessario que se faca uso da criatividade (JIMENEZ, 2011). Dessa forma, este trabalho tem como objetivo geral analisar as caracteristicas, a conducao e os impactos no uso da irreverencia na linguagem da comunicacao integrada, via redes online , nas causas sociais de instituicoes publicas. Para tal, foram analisadas as paginas do Ministerio da Educacao, da Universidade Federal do Cariri e da Prefeitura Municipal de Salvador por meio de uma abordagem qualitativa, utilizando analise de conteudo e entrevistas com os gestores dos sites . Nos resultados, percebeu-se que o uso de linguagem irreverente na comunicacao integrada e eficaz dentro dessa rede social e ha uma certa tendencia para o alcance do engajamento dos internautas em causas sociais atraves da publicacao contendo elementos culturais e humoristicos. Logo, a linguagem irreverente pode ser uma boa alternativa para a comunicacao integrada utilizada pelas paginas das instituicoes publicas no Facebook. Palavras-chave: Comunicacao Integrada. Linguagem Irreverente. Instituicoes Publicas. ABSTRACT The use of online social networks, especially Facebook for communication between organizations and their target audience, has been developed in a more interactive way over time, given that to win such a public is necessary to make use of creativity (JIMENEZ, 2011). In this way, this work has as general objective to analyze the characteristics, the conduction and the impacts in the use of irreverence in the language of the integrated communication, through online networks, in the social causes of public institutions. To do so, the pages of the Ministry of Education, the Federal University of Cariri and the City Hall of Salvador were analyzed through a qualitative approach, using content analysis and interviews with site managers. In the results, it was noticed that the use of irreverent language in the integrated communication is effective within this social network and there is a certain tendency for the reach of the engagement of the netizens in social causes through the publication containing cultural and humoristic elements. Therefore, irreverent language can be a good alternative to the integrated communication used by the pages of public institutions on Facebook. Key words : Integrated Communication. Irreverent Language. Public Institutions." @default.
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- W2955214027 date "2019-07-01" @default.
- W2955214027 modified "2023-09-27" @default.
- W2955214027 title "A Comunicação Integrada Reinventada: Linguagem, Irreverência e Causas Sociais em Instituições Públicas" @default.
- W2955214027 doi "https://doi.org/10.12819/2019.16.4.5" @default.
- W2955214027 hasPublicationYear "2019" @default.
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