https://repositorio.ufba.br/handle/ufba/491 Mon, 04 May 2026 23:58:06 GMT 2026-05-04T23:58:06Z http://repositorio.ufba.br:80/retrieve/aa8591fd-5692-4f81-a1fc-75eac4c72aa5/logo administração.PNG https://repositorio.ufba.br/handle/ufba/491 https://repositorio.ufba.br/handle/ri/44426 Título: Vamos comunicar, PDGS? A construção de um plano de comunicação institucional estratégico para mídias digitais com foco no Instagram Autor(es): Brito, Alexsandra de Oliveira Primeiro Orientador: Müller, Rodrigo Abstract: In the current scenario of accelerated information circulation, postgraduate programs are faced with the need to strategically and effectively employ communication tools and practices through digital social media, in order to broaden institutional visibility and strengthen engagement with diverse audiences. This dissertation was developed through applied research, whose main objective was to propose a Strategic Institutional Communication Plan for the Postgraduate Program in Social Development and Management - PDGS at the Federal University of Bahia with actions focused on digital social media: Instagram. In this approach, the research followed the methodological path led by exploratory and descriptive research, using inductive-deductive scientific methods, with the help of historical, comparative and documentary procedural methods. Furthermore, data collection techniques of an indirect nature were supported by bibliographic and documentary research, as well as direct data collection included semi-structured interviews applied to the Program's teachers and electronic questionnaires presented to students (students and graduates). Data analysis was conducted using descriptive statistics techniques, using graphs, figures and tables, in accordance with the types of data collected. As main results, it was found that students assess that PDGS needs to implement improvements in its institutional communication processes, mainly regarding strengthening its institutional identity and image, publicizing its structuring themes, its technical-scientific work and its actions in the community with the production of clear and informative materials. The teachers brought up relevant points about the importance of the Program for development in different territories and sectors of society, as students (and graduates) are agents that transform realities, and that is why they state that the Program's audience has been reached in their selection processes, however they highlight the importance of more effective communication of the Program to amplify the Master's Degree to different audiences, making it better known and recognized for its themes. The Social Technology for Territorial Development (TGS.DT) developed is the first draft for the implementation of a Strategic Institutional Communication Plan for the Program, as the limitations for its application include both human and material resources, as the Program does not have a technical team dedicated to its application, measurement and updating, despite having been tested during the preparation of this dissertation. As a contribution, this work rescues the need to rethink the Program's institutional communication, with a view to strengthening its Identity and Institutional Image, with the dissemination of its institutional memory to its different audiences, expanding its main themes with a view to democratizing the themes discussed in it beyond academic walls. Editora / Evento / Instituição: UNIVERSIDADE FEDERAL DA BAHIA Tipo: Dissertação Wed, 11 Feb 2026 00:00:00 GMT https://repositorio.ufba.br/handle/ri/44426 2026-02-11T00:00:00Z https://repositorio.ufba.br/handle/ri/44368 Título: Nordeste do Brasil - atualidade de uma velha questão: vicissitudes da teoria do subdesenvolvimento regional no contexto do capitalismo contemporâneo Autor(es): Vidal, Francisco Carlos Baqueiro Primeiro Orientador: Santos, Reginaldo Souza Abstract: En esta disertación se buscó como objetivo principal definir la relevancia actual de la cuestión nordestina, que se entiende bajo la óptica de las desigualdades interregionales brasileñas. Por lo tanto la intención inicial fue aprehender el sentido del fenómeno regional y por lo demás elegir un concepto o noción de región para balizar la propia investigación. Se buscó en seguida caracterizar el histórico proceso de subdesarrollo nordestino en sus varios aspectos. Como uno de los objetivos intermediários más importantes de este estudio se buscó establecer con exactitud los términos de la cuestión regional de acuerdo con marcos teóricos, socioeconómicos y político-institucionales de los años 50 del siglo XX, justamente para hacer las diferencias entre estos términos y otros que también se atribuyen a la cuestión regional, especialmente aquellos que se refieren al período histórico que se extiende desde el final del siglo XIX hasta el inicio de la segunda mitad del siglo XX, y que antecede la fase de la intervención estatal planificada en la problemática regional. La caracterización exacta de estos mismos marcos, para los años 90, se ha tornado fundamental para la determinación del contexto actual en que se mueve la cuestión regional, contexto ese muy distinto de aquél de los años 50 y, quizá, en cierto sentido, diametralmente opuesto. La propia naturaleza del trabajo implicó una investigación esencialmente teórica, realizada en fuentes secundarias. Las conclusiones certifican que la cuestión nordestina, a pesar de no disfrutar actualmente de mayores atenciones por parte del Estado brasileño — consecuencia, en gran medida, de los propios valores dominantes en los cuales se apoyan las políticas públicas —, queda válida, es decir, perfectamente verificable en el ámbito de la persistencia de las grandes desigualdades regionales en el país, tendiendo mismo para su institucionalización, salvo alguna reversión política, en amplio sentido. Editora / Evento / Instituição: Universidade Federal da Bahia Tipo: Dissertação Wed, 25 Jul 2001 00:00:00 GMT https://repositorio.ufba.br/handle/ri/44368 2001-07-25T00:00:00Z https://repositorio.ufba.br/handle/ri/44367 Título: A atuação da Rede Omiosun perante o empreendimento Ponte Salvador – Ilha de Itaparica Autor(es): Souza, Eliana Santos Primeiro Orientador: Krieger, Morgana Gertrudes Martins Abstract: This study aims to analyze the challenges faced by women from the Omiosun Network and other leaders from traditional communities in their social struggles and resistance against the violations of rights perpetrated throughout the process of building the Salvador-Ilha de Itaparica Bridge. The Omiosun Network and other leaders operate in the area of influence of the bridge project, which is understood by the state government of Bahia as a major vector of urban mobility. The research is based on the experiences of the researcher herself as a citizen of this territory and a member of traditional communities that remain there and carry out their religious activities. As a theoretical reference, I drew on Claude Raffestin's concept to understand the state in its design of territorial development policy. From a geographical perspective, I address the constituent elements, which translate into social conflict and power relations present in the territory. Gustavo Lis's literature review led me to an update of a State that feeds on crises and adopts a process based on the logic of capitalist exploitation. In the theoretical field, I emphasize the importance of Milton Santos and Ailton Krenak with their more humanized geography, social transformation, and a different perspective on a possible world beyond the aspects of globalization. The Otra methodology (Harari; Pozzebon, 2024) was adopted as the research paradigm, which is consistent with the research theme when it creates a way of sharing knowledge based on the perspectives and emotions of populations historically silenced by coloniality. As a research strategy, I conducted a case study based on a comparison of the Social Residence, in which I carried out field research through interviews with leaders from the territory of Itaparica Island and the Quilombo de Alcântara Community in Maranhão, as a way of drawing a parallel between the strategies adopted in the territories affected by rights violations, with the aim of immersing myself in the experience of possible paths for social transformation in the territory, based on the experience and lived reality of other communities. As a result, this research provides a reflection on the risks, limitations, and challenges of the Omiosun Women's Network of Itaparica Island in dealing with the state's strategies for implementing the West Road System (SVO) Salvador Bridge Itaparica Island project. The social technology in this project is an audiovisual product with the narratives of the people interviewed who were directly and indirectly impacted in the territories studied, Alcântara Territory and Itaparica Island. This product will help the Omiosun Women's Network, universities, public administration, and the entire community of Itaparica Island to leverage public policies aimed at traditional peoples and communities. Editora / Evento / Instituição: Universidade Federal da Bahia Tipo: Dissertação Fri, 31 Oct 2025 00:00:00 GMT https://repositorio.ufba.br/handle/ri/44367 2025-10-31T00:00:00Z https://repositorio.ufba.br/handle/ri/44291 Título: Vulnerabilidade do consumidor idoso no uso de serviços financeiros digitais Autor(es): Silva, Adeline Cardoso de Souza Primeiro Orientador: Vera, Luciana Alves Rodas Abstract: Alongside the emergence of new technologies mediating commercial relations in contemporary society, the increase in the Brazilian elderly population implies transformations in the country's consumption patterns. Faced with this trend and the growing digitalization of commercial transactions, this dissertation consists of a qualitative study on the vulnerability of elderly consumers in the use of digital financial services. Conducted in 2025 in the city of Salvador, Bahia, its central objective was to understand how the digitalization of financial services can produce states of vulnerability in elderly female consumers. To this end, semi-structured interviews were conducted with the voluntary participation of thirteen women, aged 80 and over, residing in Salvador, Bahia, and with an income of up to one minimum wage from social security or informal sources of income. The research is justified by the ongoing population aging in the country in conjunction with the increasing digitalization of financial transactions. The collected data were processed and analyzed using thematic analysis. The results showed the prevalence of dependence on family members and bank branches in the financial routines of these consumers. The main barriers encountered for autonomous digital access included low levels of education, limited digital skills, self-perception of incapacity, feelings of insecurity in the digital environment, as well as reduced physical and cognitive capabilities. Coping mechanisms for vulnerability included the termination of banking relationships, dependence on third parties, refusal to use technology, as well as continuous learning, information seeking, security measures in the digital environment, and engagement with digital technologies. Finally, the importance of understanding the needs of older adults in the context of consumption in the face of ongoing population aging is highlighted, aiming at the reformulation of more inclusive public policies and the promotion of actions focused on the well-being and quality of life of the Brazilian elderly population. Editora / Evento / Instituição: Universidade Federal da Bahia Tipo: Dissertação Fri, 06 Feb 2026 00:00:00 GMT https://repositorio.ufba.br/handle/ri/44291 2026-02-06T00:00:00Z