A comunicação pública da Unipampa nas mídias sociais sob a perspectiva do agir comunicativo de Jürgen Habermas

Abstract

This research comprises two central theoretical notions: public communication (BRANDÃO, 2012, DUARTE, 2012, ESCUDERO, 2015, KUNSCH, 2011, ZÉMOR, 1995) and social media (COLNAGO, 2015; LÉVY, 2010; MARTINO, 2015; RECUERO, 2009; SANTAELLA, 2013, UNCTAD, 2012. In this paper, we present a case study of Jürgen Habermas's Theory of Communicative Action (1988, 1989). Faced with this, the following problem arose: how does Unipampa articulate the presuppositions of public communication in its social media? From this guiding question, the following general objective was established: to analyze, from the point of view of the Theory of Communicative Action, how Unipampa appropriates social media to promote public communication. Methodologically, this study is classified as a qualitative exploratory research, developed from the following techniques: bibliographic research; documentary research (collection of content published in social media – Facebook, website, Twitter and Youtube – of Unipampa); and a focal group applied with professionals from the Unipampa's Social Communication Advisory (SCA). The technique selected for the analysis of the collected data is content analysis, which is used repeatedly in the area to deepen the study of messages and statements (BARDIN, 2006). The results indicate a predominance of the informative emphasis in the social media of Unipampa with reproduction of the habermasian strategic action, marked by scarce possibilities of discussion and public debate. In addition, the research suggests that analyzed social media need more exploitation of their interaction and participation resources to promote public communication.