Gomes, Raimunda Aline LucenaGomes, Sara Kawany Ferreira2025-07-212025-07-212025-07-04GOMES, Sara Kawany Ferreira. A comunicação pública no Instituto Federal de Educação, Ciência e Tecnologia do Rio Grande do Norte: um estudo qualitativo do Instagram do Campus Canguaretama. Orientadora: Aline Lucena. 2025. 62f. Trabalho de Conclusão de Curso (Graduação em Comunicação Social Audiovisual) - Departamento de Comunicação, Universidade Federal do Rio Grande do Norte, Natal, 2025.https://repositorio.ufrn.br/handle/123456789/64740This study aimed to analyze public communication carried out by the Canguaretama Campus of the Federal Institute of Education, Science and Technology of Rio Grande do Norte (IFRN), through its official Instagram profile. The research starts from the recognition of the importance of digital social networks as strategic tools for public institutions in promoting transparency, citizenship and social participation. Using a qualitative approach and the content analysis method, publications made on institutional Instagram between October 8, 2024 and March 11, 2025 were examined, based on the 12 principles of public communication defined by the Brazilian Association of Public Communication (ABCPública). The analysis of these aspects such as language, aesthetics and type of content that characterize communication external to the collective interest. The analyzes demonstrated that the Campus has relevant communication, especially with regard to the dissemination of academic actions and information. However, it is observed that it still presents limitations regarding active listening, interactivity and the plurality of voices, assuming unidirectional communication. The absence of external strategies for citizen participation, dialogue and full accessibility indicates that there are still challenges to be faced in order to strengthen the social role of institutional communication. Therefore, it is concluded that, although Campus Canguaretama uses Instagram as an information channel, there is potential for the tool to be even more effective in promoting inclusive, ethical, transparent and democratic communication. The study contributes to reflection on communication practices in public educational institutions and reinforces the need for strategic planning for the use of digital social networks as instruments for implementing public communication.pt-BRAttribution-NonCommercial-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nc-nd/3.0/br/Comunicação pública. Redes sociais. Instagram institucional. IFRN.bachelorThesis