Banca de DEFESA: ANADELLY FERNANDES PEREIRA ALVES

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : ANADELLY FERNANDES PEREIRA ALVES
DATE: 18/05/2026
TIME: 17:00
LOCAL: Online
TITLE:

TIKTOKIZATION OF COMMUNICATION: DISCURSIVE STRATEGIES IN THE CONSTRUCTION OF THE ETHOS OF THE MUNICIPALITY OF MOSSORÓ ON INSTAGRAM

KEY WORDS:

Public Communication; Meaning Production; TikTokization; Instagram; Mossoró City Hall

PAGES: 150
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUBÁREA: Relações Públicas e Propaganda
SUMMARY:

Public communication also goes viral. Following the profiles of public institutions on Instagram and other social media platforms today means encountering informational memes, videos featuring performances by public agents, and an increasing reduction in traditional formalities. From this context, this research sought to investigate how “TikTokization” manifests in content production strategies and in the construction of the institutional self-image of the city hall of the second largest city in the state of Rio Grande do Norte, Mossoró, on Instagram. TikTokization is the process of appropriation and replication of logics, formats, and aesthetics typical of the digital social network TikTok on other digital platforms. Based on this concept, the main communication strategies adopted by the municipal administration in the production of content on its official Instagram profile were identified, considering that the City Hall of Mossoró was ranked among the ten municipal government institutions with the highest number of interactions on social media in 2024 (SocialMediaGov, 2024). This research is part of the Research Line “Media Studies and Meaning Production” of PPgEM, analyzing the discursive intention of content on digital social media. The pre-analysis of the material enabled 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 focused on the presence of elements characteristic of TikTok in these contents, combined with the analysis of institutional discourse, grounded in the assumptions of Discourse Analysis (Maingueneau, 1993, 2006, 2008, 2016, 2020; Charaudeau, 2006, 2018; Amossy, 2005; Salgado and Delege, 2018). Based on this theoretical-methodological framework, it was possible to characterize the scenographic framework of the videos and to verify how platform resources contribute to the construction of the self-image of the City Hall of Mossoró. The study also draws on concepts such as platformization and algorithms (Van Dijck, Poell, Wall, 2018; Muniz Sodré, 2021; D’Andrea, 2020), remixability (Santaella, 2007, 2019), and performance (Longhi, 2023). The use of a TikTokized aesthetic on digital social networks has contributed to the construction of an ethos of popularity for the municipal manager in Mossoró, without apparently 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