O uso da mídia social instagram pela equipe de comunicação do Jardim Botânico do Recife

Abstract

This dissertation followed the following question: how does Recife's Botanical Garden use Instagram to communicate with its audience? With that, the general objective of the work was to investigate how the use of social media Instagram by the Recife Botanical Garden team is evidenced. The specific objectives were: i) to map the posts published by the Recife Botanical Garden's communication team on Instagram; ii) identify how the public engages with posts from the Recife Botanical Garden on Instagram; and iii) indicate guidelines that could improve the use of social media Instagram by the Recife Botanical Garden's communication team. Qualitative mapping of the content (textual and imagery) Instagram posts was carried out in the period from November 24, 2016 (date of the first posts) to March 15, 2020, when 766 posts and 25,400 followers were counted. All stages were organized, with their respective descriptions, likes, comments and captions. The mapping of RBG's posts on Instagram was carried out considering the criteria described by Jarreau, Dahmen and Jones. To analyze the engagement between the public and the institution (RBG), the physical, aesthetic-affective, and cognitive point proposed by Marandino was considered. The analyzes carried out in the present investigation showed that public engagement occurs mainly around exhibition pieces (in general, specimens). Mediation was scarcely observed. However, before a criticism, it should be clarified that this lack of mediation is not exclusive to RBG, they are common difficulties presented by countless similar institutions, in Brazil and abroad. The lack of greater interaction with the public, failing to generate feedback and greater engagement, can be considered a gap in communication. The mediation channel could interact even after the physical or digital visit. Mediation could also take place in a more academic way but safeguarding the limit of scientific dissemination. It was possible to notice, in the analysis of the posts on RBG's Instagram, little presence of the human element. The present investigation, realized that, apparently, the level of engagement present in the interaction between RBG and its audience through Instagram can improve and reach levels more adequate to its institutional mission. In the final considerations, opportunities for improvement in the interaction between RBG and its visiting public are pointed out, so that one can try to solve the engagement problem.