Comunicação pública na sociedade de plataformas: as redes de comunicação e o meme "faixa da UFSM"

Abstract

This dissertation seeks to reflect the phenomenon of the “UFSM´s banner” meme from two theoretical axes: Public Communication and Platformization. For this, the investigation sought to understand the circulation of information through the Public Communication Networks (WEBER, 2017) that are triggered through the debate that is centered on the subject of public interest, implying the Legitimacy and Credibility of the Federal University of Santa Maria (UFSM) . Therefore, we trigger relevant reflections that, along the axis of Public Communication, walk through the dichotomy between Public and Private (BOBBIO, 2000; SENNETT, 2014); Public Sphere (HABERMAS, 1984; 1987; 2003); Public Opinion (LIPPMANN, 2009); Public Communication Networks (WEBER, 2017) and University, Communication and public interest (BARICHELLO, 2004). On the axis of Platformization, we walk between the Platform Society (VAN DIJCK et. al., 2018; 2019), Meme (BLACKMORE, 1997; DAWKINS, 2011; RECUERO, 2007; 2009; SHIFMAN, 2014; REGIANI, 2017); Informational disorder (WARDLE, 2020A; 2020B) and, we finished this construction with an approximation between the theories, in order to consolidate the theoretical notions that supported the analysis. Thus, we carried out a qualitative research (SAMPIERI et al., 2013; YIN, 2016) that is anchored in exploratory research (SAMPIERI et al., 2013), using the description, explanation of the facts and qualitative interview (YIN, 2016) applied to a representative of Communication from the Federal University of Santa Maria, with the intention of validating the reflections through the Public Communication Networks, with emphasis on the Scientific-Educational Network. Given this, we identified the Social Actors and Networks that make up the phenomenon of the meme “UFSM´s banner”, through Google, Twitter, Facebook and Instagram platforms, where we propose a Legitimacy and Credibility Diagram that shows the circuit formed by the circulation of information. Given the appropriate reflections, we infer that the meme was a manifestation of Civil Society, in order to force a change, through the Media, therefore, a social response (BRAGA, 2006), while the University did not manifest itself publicly, with the lack of the exercise of Public Communication.