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No presente trabalho de investigação, foi estudado o papel das Media Operations na divulgação do Serviço Militar em Regime de Contrato e na promoção da Imagem e Visibilidade das Forças Armadas, com o objetivo de apurar formas mais eficazes e eficientes para a sua utilização no âmbito nacional.
Para tal, utilizando uma estratégia de investigação qualitativa e o método indutivo, caracterizou-se o público-alvo, analisou-se a utilização dos meios e tecnologias de comunicação social pelas Forças Armadas nacionais, brasileiras, espanholas e francesas, e avaliaram-se os benefícios e os inconvenientes dos seus modelos de utilização das Media Operations.
Verificou-se, na pequena amostra de análise, que o modelo a que corresponde maior eficiência de utilização das Media Operations é o modelo conjunto aos ramos, mas a grande diversidade de variáveis em jogo não permitiu alcançar conclusões taxativas.
In this research work, Media Operations’ role was studied from the viewpoint of advertising the Contracted Military Regime and to enforce the Image and Visibility of the Armed Forces, to find more effective and efficient ways for their use in the national military. In order to do so, a qualitative investigation strategy was followed, together with the inductive method, for the description of the public main characteristics, the analysis of the social communication assets and technologies available to the Armed Forces of Portugal, Brazil, Spain and France, and the evaluation of the advantages and drawbacks of their models for using Media Operations. In the limited scope of organizations under analysis, the joint use of Media Operations, common to all branches of the Armed Forces, appears to be the one that produces the most effective results. However, the diversity of variables is such that it is not possible to draw definite conclusions.
In this research work, Media Operations’ role was studied from the viewpoint of advertising the Contracted Military Regime and to enforce the Image and Visibility of the Armed Forces, to find more effective and efficient ways for their use in the national military. In order to do so, a qualitative investigation strategy was followed, together with the inductive method, for the description of the public main characteristics, the analysis of the social communication assets and technologies available to the Armed Forces of Portugal, Brazil, Spain and France, and the evaluation of the advantages and drawbacks of their models for using Media Operations. In the limited scope of organizations under analysis, the joint use of Media Operations, common to all branches of the Armed Forces, appears to be the one that produces the most effective results. However, the diversity of variables is such that it is not possible to draw definite conclusions.
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Forças Armadas Media operations Divulgação Serviço militar Contrato Armed Forces Advertising Contracted military service