Ciência engaja? Mapeamento da correlação entre políticas e planos de comunicação de IFES mineiras e estratégias de divulgação científica no Instagram

Abstract

This study aims to analyze the strategies used by federal universities in Minas Gerais for disseminating scientific content on Instagram and their potential engagement. It addresses basic concepts regarding platform functionality, including the understanding of digital authors, the formation of connections, and the use of social media as a dissemination tool. Additionally, it presents basic notions of strategic social media use, focusing on Instagram, and theoretical explanations of the concept of engagement and its analytical metrics. Furthermore, a documentary analysis of all regulatory communication documents from Federal Higher Education Institutions (IFES) collected during the research period is conducted. Moreover, the study includes the classification and content analysis of scientific dissemination materials from UFJF, the only university that presented both a communication policy and a communication plan. The analysis demonstrates the strategic modalities, the types of interactions that occurred, and the levels of engagement resulting from these connections.