Comunicação pública e mobilização social: narrativas, televisualidades e engajamento virtual na campanha da “Frente em defesa da EBC e da Comunicação Pública”.

Abstract

This dissertation analyzes the communication process and the social mobilization in the audiovisual campaign created on Facebook in May2016 by the "Front in Defense of EBC and Public Communication", aimed at mobilizing society to defend public communication. Through video sin which citizens stated their thoughts and positions regarding public communication, the campaign found on the Internet the "supposed" common public space to gather citizens in favor of the maintenance of Empresa Brasil de Comunicação and, consequently, TV Brasil. We sought to understand the narratives of the campaign videos, to identify the potential for mobilization and the implications of this social mobilization originated in digital networks through the Analysis of Audiovisual Materiality, a methodology that is being developed at the Center for Journalism and Audiovisual (UFJF- CNPq). The qualitative-quantitative method evaluates the unit text + sound +image + time + editing. From the analysis it was possible to identify the audiovisual promises, the relations established among the public and to perceive how the campaign was structured by the videos. We could also verify that the personal connections in the digital social media, the specificities of subjects, the close relation with the themes determine, to a large extent, the engagement in this type of social mobilization.