Potencialidades e desafios da comunicação pública pelo terceiro setor: um estudo a partir da plataforma Ituiutaba lixo zero

Abstract

Public Communication is structured from subjects of public interest and from the construction of dialogues about them. It can be made by different agents just as the State, private companies and the third sector. In this research, our focus is to analyse the public communication in third sector organisations with an emphasis on the Ituiutaba Lixo Zero [Zero Waste] Platform. This Platform is an association whose objective is to mobilise different sectors of society around the achievement of the National Solid Waste Policy by the dissemination of a “culture of zero waste”. The aim of this work is to analyse the posts of the blog and the fan page of the Platform in order to understand if the served contents meet the precepts of public communication as well as if they are related to the main guidelines of the National Solid Waste Policy. It is also our aim to identify the potentialities and the challenges of the Platform under these aspects. The aims are justified by the need of publicity and debate of the National Solid Waste Policy for it to be achieved. Therefore, it is imperative that there be the construction of a communication based on a public bias for it could congregate society in favour of the guidelines that promote the National Solid Waste Policy. This was a qualitative descriptive-exploratory researchof applied nature. From methodological viewpoint, the work is based on documental research. The discussion begins by presenting the following work-structuring subjectsfrom bibliographical research: Public Communication, third sector and National Solid Waste Policy. Then the selected documents from the Platform blog and fan page were analysed. There were categories (Public Communication and National Solid Waste Policy) and subcategories previously defined. The found results allowed verifying that the communication made by the Platform does not meet the main precepts of Public Communication. Thereby, a Action Plan was elaborated aiming to contribute in developing the potentialities and overcome the challenges of the communication made by the Platform in its blog and fan page.