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Publication
As redes sociais na comunicação das autarquias locais - Estudo de caso, Câmara Municipal de Abrantes
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| 16.27 MB | Adobe PDF |
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Abstract(s)
A utilização das redes sociais nas estratégias de comunicação das instituições públicas
tornou-se cada vez mais importante nos últimos anos. Este estudo pretende aferir o papel
das redes sociais na comunicação institucional da Câmara Municipal de Abrantes (CMA). O
estudo foi realizado através de um estágio curricular no Departamento de Comunicação da
CMA, que ocorreu entre 6 de outubro de 2022 e 5 de janeiro de 2023. Durante este período,
foram realizadas diversas atividades relacionadas com a comunicação institucional, com foco
na comunicação digital desta instituição. O principal objetivo foi demonstrar a importância do
uso das redes sociais na comunicação das instituições públicas. Foi realizada uma análise
estatística das várias plataformas de redes sociais utilizadas pela CMA para divulgar e
promover as suas diversas áreas de atuação. O estudo destaca a importância das redes
sociais em estabelecer um canal de diálogo entre a administração pública e os cidadãos,
permitindo que estes acedam às informações necessárias para exercer plenamente a sua
cidadania. Além disso, a comunicação eficiente contribui para construir uma imagem positiva
da entidade perante a sociedade e fortalece a confiança dos cidadãos nas ações do governo
local. Os resultados deste estudo fornecem perspetivas importantes sobre o uso das redes
sociais pelas instituições públicas e o seu impacto nas práticas da comunicação institucional.
In recent years, the use of social media in the communication strategies of public institutions has become increasingly important. This study assesses the role of social media in the institutional communication of the Abrantes City Council (CMA). The study was conducted through a curricular internship in the CMA's Communication Department, which took place between October 6, 2022, and January 5, 2023. During this period, various activities related to institutional communication were conducted, focusing on digital communication. The main objective of this study was to demonstrate the importance of using social media in the communication of public institutions. Statistical analysis was carried out on the various social media platforms used by the CMA to publicize and promote its various areas of activity. The study highlights the importance of social media in establishing a channel for dialogue between public administration and citizens, allowing them to access the information they need to fully exercise their citizenship. In addition, efficient communication contributes to building a positive image of an entity in society and strengthens citizens' trust in the actions of the local government. The results of this study provide important insights into public institutions’ use of social networks and their impact on institutional communication practices.
In recent years, the use of social media in the communication strategies of public institutions has become increasingly important. This study assesses the role of social media in the institutional communication of the Abrantes City Council (CMA). The study was conducted through a curricular internship in the CMA's Communication Department, which took place between October 6, 2022, and January 5, 2023. During this period, various activities related to institutional communication were conducted, focusing on digital communication. The main objective of this study was to demonstrate the importance of using social media in the communication of public institutions. Statistical analysis was carried out on the various social media platforms used by the CMA to publicize and promote its various areas of activity. The study highlights the importance of social media in establishing a channel for dialogue between public administration and citizens, allowing them to access the information they need to fully exercise their citizenship. In addition, efficient communication contributes to building a positive image of an entity in society and strengthens citizens' trust in the actions of the local government. The results of this study provide important insights into public institutions’ use of social networks and their impact on institutional communication practices.
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Keywords
redes sociais municípios comunicação instituições públicas cidadania social networks municipalities communication public institutions citizenship