A Comunicação Integrada Reinventada: Linguagem, Irreverência e Causas Sociais em Instituições Públicas

Abstract

The use of online social networks, especially Facebook for communication between organizations and their target audience, has been developed in a more interactive way over time, given that to win such a public is necessary to make use of creativity (JIMENEZ, 2011). In this way, this work has as general objective to analyze the characteristics, the conduction and the impacts in the use of irreverence in the language of the integrated communication, through online networks, in the social causes of public institutions. To do so, the pages of the Ministry of Education, the Federal University of Cariri and the City Hall of Salvador were analyzed through a qualitative approach, using content analysis and interviews with site managers. In the results, it was noticed that the use of irreverent language in the integrated communication is effective within this social network and there is a certain tendency for the reach of the engagement of the netizens in social causes through the publication containing cultural and humoristic elements. Therefore, irreverent language can be a good alternative to the integrated communication used by the pages of public institutions on Facebook.