Cultura digital na universidade: uma análise do perfil @seliganaufba como fonte de informações acadêmicas

Abstract

Although there are different barriers to accessing information that affect the general public on the internet, university students seem to encounter fewer obstacles to their inclusion in the digital realm. Interactions in virtual social media groups allow these individuals to access a wide range of data in different areas without mediation, quickly and effectively. User autonomy and flexibility of use are determined by the users themselves, whether as senders or receivers. Additionally, these platforms enable social interaction experiences with a variety of formats and levels of formality, creating space for new types of personal and group relationships. Thus, the aim of this study was to understand the motivations driving the internal community of the Federal University of Bahia - UFBA, to seek information and promote engagement in a non-institutional social media profile. The work is presented in the format of a collection of scientific articles with methodological approaches inspired by netnography. As a mixed-methods research, qualitative and quantitative data were considered from an exploratory descriptive research perspective. Strategically, a case study methodology was used, focusing on the research corpus, the followers of the @seliganaufba profile on the Instagram virtual social network. Data production included systematic literature reviews based on the Prisma protocol. Additionally, a structured questionnaire was administered, with objective questions, Likert scale, and open-ended questions, answered by 154 page followers. For the analysis of open-ended questions, the Atlas.ti software was used for interpretive analysis. The results of this research emphasize the importance of effective communication in the university environment, highlighting the need to use both institutional and non-institutional communication channels, such as virtual social media. The analysis of the @seliganaufba profile on Instagram reveals its significant influence on the academic community, providing information in an accessible and direct manner. The study demonstrates that, in an increasingly technology-dependent scenario, responsible use of information sharing tools is essential for popularization among university students. Non-institutionalized profiles that speak the language of the target audience play a fundamental role in disseminating important information to the academic community. These channels not only facilitate access to information but also promote a more direct and personal connection among the community, creating an environment of collaboration and mutual support.