Banca de QUALIFICAÇÃO: ANADELLY FERNANDES PEREIRA ALVES

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : ANADELLY FERNANDES PEREIRA ALVES
DATE: 29/08/2025
TIME: 09:00
LOCAL: online
TITLE:

TikTokization of Communication: Discursive Strategies in the Construction of the Ethos of the Mossoró City Hall on Instagram

KEY WORDS:

Communication; Marketing; Tiktok; Instagram; Mossoró City Hall

PAGES: 82
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUBÁREA: Relações Públicas e Propaganda
SUMMARY:

How does TikTokization influence content production strategies and the construction of the Mossoró City Hall’s institutional self-image on Instagram? This is the question guiding this research. TikTokization refers to the process of appropriating and replicating the logic, formats, and aesthetics typical of TikTok on other digital platforms. Based on this concept, the main communication strategies adopted by the municipal administration in producing content for its official Instagram profile were identified. A preliminary analysis of the material allowed for the definition of categories (Maia, Hauber, and Paula, 2022), with the unit of analysis being videos published in the Reels format between October 2022 and December 2023. The investigation focuses on the presence of characteristic TikTok elements in these contents, combined with an analysis of the institutional discursive ethos, grounded in the assumptions of Discourse Analysis (Maingueneau, 1993, 2006, 2008, 2016, 2020; Charaudeau, 2006, 2018; Amossy, 2005; Salgado and Delege, 2018). From this theoretical-methodological framework, it was possible to characterize the scenic framework of the videos and examine how the platform’s affordances contribute to building the self-image of the Mossoró City Hall. The study draws on concepts such as platformization and algorithms (Van Dijck et al., 2018; Muniz Sodré, 2021; D’Andrea, 2020), remixability (Santaella, 2007, 2019), and performance (Longhi, 2023). The hypothesis is that the use of a TikTok-like aesthetic on digital social networks has contributed to building an ethos of popularity for the municipal manager, without seemingly affecting the institution’s credibility or its role in promoting the public interest.

COMMITTEE MEMBERS:
Presidente - ***.960.618-** - LUCIANA MIRANDA COSTA - UFRN
Interna - 1841870 - LILIAN CARLA MUNEIRO
Externa à Instituição - ELAIDE MARTINS DA CUNHA - UFPA