Banca de DEFESA: JUCELIO BATISTA DE AZEVEDO

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : JUCELIO BATISTA DE AZEVEDO
DATE: 26/08/2021
TIME: 09:00
LOCAL: Vieoconferência
TITLE:

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

KEY WORDS:

Institutional Communication; Public Communication; Organizational Image; Organizational Expressiveness; IFRN – Santa Cruz Campus.

PAGES: 198
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

This dissertation analyzes the influence of communication with society on the organizational image at Federal Institute of Rio Grande do Norte (IFRN), more precisely on Santa Cruz Campus. This is an exploratory descriptive study with a quali-quantitative approach, which adopted the case study as a methodological strategy. The interfaces between communication and image were investigated based on a theoretical-conceptual model designed in the light of theoretical approaches about organizational expressiveness and projected identity. Adapted from a theoretical construct developed by Van Halderen (2008), the proposed model is structured around the expressive principles of sincerity, transparency and consistency. In this manner, the organization manages to express itself, communicate and project its identity attributes strategically, influencing positive perceptions about its own image. The main objective of this research was supported by the evaluation of the communication between IFRN and society, under the lens of organizational expressiveness, and also by the correlation of these evaluative results with data from the verification of the public image on Santa Cruz campus.  Therefore, a survey was carried out within the communities surrounding Campus, which results were examined and interpreted based on descriptive statistics and regression analysis. Before that, it was necessary to draw an overview of the communication between IFRN and society, with the support of documentary research techniques, systematic observation and interviews. In this aspect, and despite the fact that the IFRN has a communication policy formulated with a view to fostering communication with strategic intentions, on a practical level, some factors are configured as limiting the strategic management of the communicative activity. Such factors are related to deficiencies in the planning and evaluation of actions developed by the area of social communication, as well as inadequacies in the functional structure responsible for operationalizing these actions. Nevertheless, the evaluation showed that the communication developed by the Santa Cruz Campus is adequate from the perspective of expressiveness. In general, the campus has been able to express itself in a sincere, transparent and consistent way, achieving a communication with the potential to generate favorable external perceptions. The findings from the verification of the organizational image reinforced this idea, as they demonstrated that the Campus is seen in a very positive way, with the 'Educational Policy' being the most highly rated attribute among the research subjects. Finally, the correlation among the study variables revealed that the communication between IFRN and society has a positive influence on its organizational image, and that the more the sincerity and transparency expressed in the communication, the greater its ability to positively impact the perception of the Campus image.  In face of the results achieved, recommendations were proposed to guide the communicative practice in order to foster the adoption of image management procedures at an institutional level.

BANKING MEMBERS:
Interno - 2842635 - FABIO RESENDE DE ARAUJO
Externo à Instituição - FRANCISCO RANIERE MOREIRA DA SILVA - UFCA
Presidente - 2569281 - PAMELA DE MEDEIROS BRANDÃO