Banca de QUALIFICAÇÃO: JUCELIO BATISTA DE AZEVEDO

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : JUCELIO BATISTA DE AZEVEDO
DATE: 30/11/2020
TIME: 16:00
LOCAL: Videoconferência
TITLE:

THE INFLUENCE OF COMMUNICATION WITH SOCIETY ON ORGANIZATIONAL IMAGE: THE CASE OF IFRN-CAMPUS SANTA CRUZ

KEY WORDS:

Public Communication. Communication with Society. Image Management. Organizational Identity. Organizational Expressiveness.

PAGES: 68
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

Communication with society is one of the pillars of the performance of Federal Education Institutions, since, as public organizations, they aim to promote the common good and collective interest, therefore needing to establish a dialogical relationship with their diverse audiences . This communicative practice, moreover, has the potential to contribute to the construction and management of a good organizational image. In this perspective, the research proposes to analyze the influence of communication with society on the organizational image in the context of the IFRN, more precisely the Campus Santa Cruz, taken as the locus of investigation. This is an exploratory-descriptive study, with a qualitative and quantitative approach, which will adopt the case study as a research strategy. The interfaces between communication and organizational image will be explored in the light of a conceptual model built on the basis of principles of organizational expressiveness and the theoretical current of projected identity. The methodological procedures that will support data collection will be: documentary research, systematic observation, interview with managers and survey. The first three procedures will ensure the necessary informational input to provide an overview of IFRN-Society communication. The survey will be applied to residents of the municipality of Santa Cruz / RN, in order to assess institutional communication with society, from the perspective of organizational expressiveness, and to verify the image attributed to the local IFRN unit by the citizens. Qualitative data will be analyzed and interpreted through descriptive analysis with a functionalist bias; and quantitative data, through descriptive statistical analysis. To correlate the aspects of communication and image and, thus, meet the general objective of the study, the multiple linear regression technique will be applied. In light of the results obtained, guidelines will be proposed to guide IFRN's communicative practice, with a view to managing the organizational image.

BANKING MEMBERS:
Interno - 2290876 - ANTONIO ALVES FILHO
Interno - 2842635 - FABIO RESENDE DE ARAUJO
Presidente - 6350673 - MARIA TERESA PIRES COSTA
Interna - 2569281 - PAMELA DE MEDEIROS BRANDÃO