Abstract
Neste artigo analisa‐se a forma como se desencadearam os processos de comunicação no Instituto Politécnico de Portalegre, num momento particularmente difícil, inesperado e ímpar. Perante a que já se considera ser a mais feroz crise sanitária do presente século, a COVID‐19, que obrigou o mundo a parar, o Politécnico de Portalegre passou a funcionar à distância fazendo da comunicação digital o único instrumento para chegar junto dos seus públicos. Partindo da comunicação digital, foram contextualizadas e caracterizadas três categorias de comunicação: institucional, COVID‐19 e emocional. Analisaram‐se qualitativamente os conteúdos difundidos nas diversas plataformas digitais do Politécnico, no período compreendido entre os dias 9 de março (data do primeiro comunicado do Sr. Presidente) e 18 de maio de 2020 (data do início da segunda fase de desconfinamento), com o objetivo de observar os procedimentos adotados pela Instituição na gestão da comunicação neste contexto. O contributo científico deste artigo assenta no estudo dos processos de comunicação que foi necessário manter e reinventar de forma fluida, ágil e adaptada aos públicos‐alvo. Esta nova dinâmica comunicacional espelha o Politécnico de Portalegre como uma instituição aberta, inclusiva e sustentável.
This article analyzes the way in which communication processes took place at the Polytechnic Institute of Portalegre, at a particularly difficult, unexpected and unique moment. Faced with what is already considered to be the most ferocious health crisis of the present century, COVID‐19, which forced the world to stop, the Polytechnic of Portalegre started to operate at a distance, making digital communication the only instrument to reach its audiences. Starting from digital communication, three categories of communication were contextualized and characterized: institutional, COVID‐19 and emotional. The contents disseminated on the various digital platforms of the Polytechnic were analyzed qualitatively, in the period between March 9th (date of the first communication from the President) and May 18th, 2020 (date of the start of the second phase of deconfinement), in order to observe the procedures adopted by the Institution in the management of communication in this context. The scientific contribution of this article is based on the study of communication processes that had to be maintained and reinvented in a way that was fluid, agile and adapted to the target audiences. This new communicational dynamic reflects the Polytechnic of Portalegre as an open, inclusive and sustainable institution.
This article analyzes the way in which communication processes took place at the Polytechnic Institute of Portalegre, at a particularly difficult, unexpected and unique moment. Faced with what is already considered to be the most ferocious health crisis of the present century, COVID‐19, which forced the world to stop, the Polytechnic of Portalegre started to operate at a distance, making digital communication the only instrument to reach its audiences. Starting from digital communication, three categories of communication were contextualized and characterized: institutional, COVID‐19 and emotional. The contents disseminated on the various digital platforms of the Polytechnic were analyzed qualitatively, in the period between March 9th (date of the first communication from the President) and May 18th, 2020 (date of the start of the second phase of deconfinement), in order to observe the procedures adopted by the Institution in the management of communication in this context. The scientific contribution of this article is based on the study of communication processes that had to be maintained and reinvented in a way that was fluid, agile and adapted to the target audiences. This new communicational dynamic reflects the Polytechnic of Portalegre as an open, inclusive and sustainable institution.
Original language | Portuguese |
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Pages (from-to) | 21–41 |
Number of pages | 20 |
Journal | Revista Aprender |
Issue number | 42 |
Publication status | Published - 15 Dec 2021 |
Keywords
- Comunicação institucional
- Comunicação digital
- Comunicação emocional
- Politécnico de Portalegre
- COVID‐19
- Institutional communication
- Digital communication
- Emotional communication
- Polytechnic of Portalegre,