Banca de QUALIFICAÇÃO: VIVIANE FAGUNDES FERNANDES

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : VIVIANE FAGUNDES FERNANDES
DATE: 26/03/2026
TIME: 14:30
LOCAL: VIDEOCONFERÊNCIA
TITLE:

Institutional communication and internationalization: a case study on the undergraduate student exchange program at the Federal University of Rio Grande do Norte.

KEY WORDS:

Institutional communication; active internationalization; PEC G

PAGES: 82
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUBÁREA: Comunicação Visual
SUMMARY:

This research aims to analyze the institutional communication of UFRN (Federal University of Rio Grande do Norte) regarding the PEC-G Program, with the goal of developing a technical product that enhances the university's international visibility and positioning among foreign candidates. The justification for the study lies in the need to transcend the logic of passive internationalization—characterized by an outflow of students exceeding the inflow of students—and the urgency of achieving the institution's strategic goals regarding the presence of foreign students on campus, as well as fostering interculturality and the formation of a diverse student body. Methodologically, a documentary analysis was conducted through data collection from the portals of the Ministry of Foreign Affairs (MRE), UFRN, and the Secretariat of International Relations (SRI), including an analysis of the SRI's social media. Additionally, benchmarking was applied with a reference institution in attracting students to the Program. The results indicate that both universities underutilize their official channels, suggesting a predominance of informal communication led by senior students. In this sense, the proposed technical product aims to ensure access to qualified information for candidates, through the optimization of existing platforms and the development of an audiovisual content strategy for YouTube, based on the protagonism and participation of veteran students as institutional ambassadors.

COMMITTEE MEMBERS:
Presidente - 4579763 - SEBASTIAN FAUSTINO PEREIRA
Interna - 1753603 - PATRICIA BORBA VILAR GUIMARAES
Externo ao Programa - 1675429 - HELCIO PACHECO DE MEDEIROS - UFRN