Banca de QUALIFICAÇÃO: MARCOS NEVES DA SILVA JUNIOR

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : MARCOS NEVES DA SILVA JUNIOR
DATE: 07/04/2026
TIME: 10:00
LOCAL: Por videoconferência
TITLE:

Systematizing the media relations: a Guide to expert sources at UFRN

KEY WORDS:

Guide to expert sources; Media relations; Organizational communication; Press office; Scientific dissemination

PAGES: 109
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUMMARY:

The present study focuses on the relationship with the press carried out by Agecom, the institutional communication sector of UFRN, based on the following problem: how are media relations practices structured at Agecom/UFRN and in what way does the absence of protocols and systematization interfere with the construction of the university’s institutional visibility? The general objective is to develop the prototyping of a guide of institutional sources that contributes to making UFRN’s relationship with the press more agile and efficient, supporting the mediation carried out by Agecom between journalists and university specialists. Among the specific objectives are analyzing institutional communication guidelines; mapping the process of responding to the press; examining how federal universities structure this mediation; and proposing strategies to streamline it. The research methodology is qualitative-quantitative and descriptive, involving data collection from Agecom staff and communication sectors of federal universities, in order to gather information that enables an accurate diagnosis and supports intervention proposals. The theoretical deepening is divided into two chapters. In the first, the references seek to analyze the contemporary communication context, discussing phenomena such as mediatization, informational disorder, datafication, and platformization, verifying how they have affected journalism. The second stage focuses on organizational communication, universities, and the process of mediation with the press, discussing concepts more closely related to institutional realities, especially those of federal universities, covering the production, application, and dissemination of the knowledge they generate from the perspectives of public communication and scientific dissemination, with sources being the people who give a face to the institution through the interviews and collaborations they provide to the press. Finally, it presents the proposal for the creation of an online, updatable guide to UFRN expert sources, open for consultation by press professionals. This product would have the potential to optimize responses to demands with the speed characteristic of current communication processes, establishing an important improvement in Agecom’s relationship with journalistic outlets.

COMMITTEE MEMBERS:
Presidente - 3490575 - ADRIANO CHARLES DA SILVA CRUZ
Interno - 1804830 - JOSE GUILHERME DA SILVA SANTA ROSA
Externa à Instituição - MARIA APARECIDA RAMOS DA SILVA
Externo ao Programa - 3508635 - RUY ALKMIM ROCHA FILHO - null