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Publication
A evolução percebida da imagem da PSP nas redes sociais: casos Facebook e Instagram
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| 15.33 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A presente dissertação tem como objetivo analisar e estudar a perceção que a
população portuguesa, que usa social media e, em específico, o Facebook e o Instagram,
tem sobre a evolução da imagem da PSP nas redes sociais. Este estudo tem como questão
de investigação central perceber qual a perceção sobre evolução percebida na imagem da
PSP portuguesa e pretende responder a cinco objetivos específicos que foram
considerados pertinentes no sentido de dar resposta à questão de investigação que visa
perceber se, na opinião dos inquiridos: A PSP é hoje vista como entidade mais amigável;
a PSP é hoje vista como um fator de ajuda em caso de necessidade; a PSP é hoje vista
globalmente mais educada no tratamento das pessoas; a comunicação feita nas redes
sociais demonstra preocupação com a comunidade; as mensagens veiculadas na estratégia
digital passam para a atividade dos policiais na rua. Para desenvolver e executar este
trabalho recorreu-se a um estudo de natureza exploratória e quantitativa, recorrendo a um
inquérito online por questionário de autopreenchimento, através do Google Forms. Com
o estudo foi possível perceber que é de opinião generalizada dos inquiridos que, apesar
de haver perceção positiva da evolução da imagem da PSP nas redes sociais, essa
mudança ainda não se sente nas ruas, especialmente os mais jovens não sentem isso, mas,
os restantes reconhecem uma mudança de atitude dos policiais no exercício das suas
funções. Verificou-se, ainda, que os inquiridos gostam das redes sociais, percebem as
mensagens que ali se tentam passar, caracterizam esse trabalho como divertido,
interessante, relevante e que demonstra preocupação com a comunidade, mas, acima de
tudo, que esse trabalho tem mudado positivamente a imagem desta força policial. Através
deste estudo foi possível concluir que o trabalho feito e as estratégias de marketing digital
escolhidas têm surtido resultados positivos na evolução da perceção da imagem da Polícia
de Segurança Pública nas redes sociais.
This dissertation aims to analyse and study the perception that the Portuguese population, who uses social media and, in particular, Facebook and Instagram, has about the evolution of the image of the Portuguese Police Force (PSP) in social networks. This study has as key research question to understand what is the perception about the evolution perceived in the image of the Portuguese Police Force (PSP) and intends to meet five specific objectives that were considered relevant in order to answer the research question that aims to understand if, in the opinion of respondents: PSP is now seen as a friendlier entity; PSP is now seen as a help factor in case of need; PSP is now globally viewed as more polite when approaching people; Communication on social networks shows concern for the community; The messages conveyed in the digital strategy are transferred to police activity on the street. In order to develop and execute this work, an exploratory and quantitative study was used, using an online survey by self-completed questionnaire, through Google Forms. With this study it was possible to have a clear picture of the opinion of respondents. Although there is a positive perception of the evolution of the image of the Portuguese Police Force (PSP) in social networks, this change is not yet felt on the streets, especially the young do not feel it, whilst others recognise a change in the attitude of police officers in the performance of their duties. It was also found that respondents like social networks, understand the messages which are meant to be conveyed, characterise this work as fun, interesting, relevant, showing concern for the community, but, above all, that this work has positively changed the image of this police force. Through this study it was possible to conclude that the work done and the digital marketing strategies chosen have had positive results in the evolution of the perception of the image of the Portuguese Police Force (PSP) in social networks.
This dissertation aims to analyse and study the perception that the Portuguese population, who uses social media and, in particular, Facebook and Instagram, has about the evolution of the image of the Portuguese Police Force (PSP) in social networks. This study has as key research question to understand what is the perception about the evolution perceived in the image of the Portuguese Police Force (PSP) and intends to meet five specific objectives that were considered relevant in order to answer the research question that aims to understand if, in the opinion of respondents: PSP is now seen as a friendlier entity; PSP is now seen as a help factor in case of need; PSP is now globally viewed as more polite when approaching people; Communication on social networks shows concern for the community; The messages conveyed in the digital strategy are transferred to police activity on the street. In order to develop and execute this work, an exploratory and quantitative study was used, using an online survey by self-completed questionnaire, through Google Forms. With this study it was possible to have a clear picture of the opinion of respondents. Although there is a positive perception of the evolution of the image of the Portuguese Police Force (PSP) in social networks, this change is not yet felt on the streets, especially the young do not feel it, whilst others recognise a change in the attitude of police officers in the performance of their duties. It was also found that respondents like social networks, understand the messages which are meant to be conveyed, characterise this work as fun, interesting, relevant, showing concern for the community, but, above all, that this work has positively changed the image of this police force. Through this study it was possible to conclude that the work done and the digital marketing strategies chosen have had positive results in the evolution of the perception of the image of the Portuguese Police Force (PSP) in social networks.
Description
Keywords
Social media PSP Forças policiais Imagem positiva Estratégias de marketing Facebook Instagram