Comunicação organizacional: pesquisa e análise dos vídeos institucionais da UFRN divulgados no período de 2017 a 2018

Abstract

This work undertakes a documentary review, categorizing and analyzing the institutional videos produced and disseminated by the Audiovisual Production Sector (SPA) of the Communication Agency (AGECOM) at the Federal University of Rio Grande do Norte (UFRN) between 2017 and 2018. By investigating the evolution of digital technologies and media convergence, the research highlights the impact of these transformations on organizational communication, the strengthening of institutional transparency, and access to public information. The importance of institutional communication in universities, particularly within the academic context, is analyzed, addressing the challenges of adapting to new technologies and using digital platforms such as YouTube and social media to disseminate audiovisual content. AGECOM/UFRN’s audiovisual production, focusing on institutional videos, becomes central to promoting information accessibility, engaging the academic community, and broadening civic participation. The research details the stages of audiovisual production and explores the use of tools such as narration, interviews, music, animations, and graphic elements to enhance information dissemination and reinforce the university's institutional identity. Furthermore, the analysis of the impact of these videos on strengthening digital and institutional communication reveals how AGECOM/UFRN, through strategic and inclusive communication, has consolidated its presence in the digital environment and expanded the reach of its message. The use of different categories of videos, such as "Informativos Agecom," "Tô no Campus," and "Outros Vídeos," is part of a broader strategy to engage the audience and construct a coherent and effective institutional image. In summary, AGECOM, by adopting new tools and digital platforms, strengthens the connection between UFRN and its audiences, promoting ethical, accessible communication aligned with the constitutional principles of transparency and social inclusion.