Comunica??o p?blica e marketing pol?tico na gest?o p?blica municipal

• Main Author: Silva, ?lida Raquel Merc?s da
• Other Authors: CPF:50918125553
• Format: Others
• Language: Portuguese
• Published: Universidade Federal do Rio Grande do Norte 2014
• Subjects: comunica??o p?blica; gest?o p?blica; governan?a; informa??o de interesse p?blico; marketing pol?tico; public communication; public management; governance; information of public interest; political marketing; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Online Access: http://repositorio.ufrn.br:8080/jspui/handle/123456789/12205

Made available in DSpace on 2014-12-17T13:53:34Z (GMT). No. of bitstreams: 1 ElidaRMS_DISSERT.pdf: 2121129 bytes, checksum: a588269dcbb9d940a7267a0f2c55eb74 (MD5) Previous issue date: 2012-09-14 === Based on the definitions of Public Communication, Political Marketing, Public Interest Information and Communication as a Tool of Governance, the study notes the use of the news section of the websites of the City Christmas and Mossoro, Rio Grande do Norte, in regard to strengthening citizenship and encouraging participatory management, from the characterization of materials like pieces of Political Marketing and Public Communication. Data collection in qualitative research was conducted from August to September 2011 and content analysis showed that the appropriation of public property for personal use is a reality, despite legal requirements to the detriment of strategic communication and governance for results from the dissemination of information of public interest and the establishment of a communication channel between State Government and Society. Elements of this study suggest the need for further research to deepen the discussion === Baseado nas defini??es de Comunica??o P?blica, Marketing Pol?tico, Informa??o de Interesse P?blico e na Comunica??o como Ferramenta de Governan?a, o estudo observa o uso da se??o de not?cias dos sites das Prefeituras de Natal e Mossor?, no Rio Grande do Norte, no tocante ao fortalecimento da cidadania e incentivo ? gest?o participativa, a partir da caracteriza??o das mat?rias como pe?as de Marketing Pol?tico e Comunica??o P?blica. A coleta de dados da pesquisa qualitativa foi realizada de agosto a setembro de 2011 e a an?lise do conte?do demonstrou que a apropria??o da coisa p?blica para uso pessoal ? uma realidade, apesar das exig?ncias legais, em detrimento de a??es estrat?gicas de comunica??o e de governan?a para resultados, a partir da difus?o de informa??es de interesse p?blico e do estabelecimento do canal de comunica??o entre Estado, Governo e Sociedade. Elementos deste estudo sugerem a necessidade de novas pesquisas para aprofundar a discuss?o