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Comunicação e responsabilidade social numa instituição de ensino superior: desafios e perspetivas
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| 1.24 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Este estudo visa uma reflexão sobre os desafios e perspetivas inerentes à comunicação no
contexto da Responsabilidade Social (RS) de uma Instituição de Ensino Superior Politécnico
(IESP). Propõe uma abordagem construtivista que concebe um desafio comunicativo e
procura explorar como as Instituições de Ensino Superior (IES) podem estabelecer relações
com as suas partes interessadas, tanto internas quanto externas, visando aprimorar os
processos de comunicação, ao mesmo tempo em que mantêm o compromisso com a
Responsabilidade Social. A questão de pesquisa que orienta esta investigação é: Como a
comunicação influencia a efetivação da Responsabilidade Social numa Instituição de Ensino
Superior e quais são os principais desafios e perspetivas encontrados nesse processo? Os
objetivos traçados para este estudo, incluem: conhecer os processos de comunicação interna
e externa da Instituição de Ensino Superior Politécnico no contexto da Responsabilidade
Social; identificar as ferramentas digitais e documentos orientadores que podem otimizar a
eficiência das respostas, tanto internas quanto externas; explorar a relação entre o trabalho
colaborativo e a melhoria dos serviços prestados pela instituição no âmbito da
Responsabilidade Social; analisar a importância do estabelecimento de parcerias sólidas e o
impacto do feedback dos stakeholders nas ações de Responsabilidade Social da instituição;
explorar se a cultura de transparência está presente nos circuitos de comunicação interna e
externa da instituição. Este estudo exploratório, que se caracteriza por uma abordagem mista
e descritiva, utilizou dois instrumentos de pesquisa: o inquérito por questionário e a entrevista
semidiretiva. A amostra do inquérito por questionário consistiu em 101 estudantes
inquiridos/as e foi complementada com a realização de 5 entrevistas a especialistas na área
da Administração Educacional, Responsabilidade Social e Comunicação. Os resultados
obtidos destacam a significativa relevância da comunicação interna para o alinhamento
estratégico e envolvimento de todas as partes implicadas na instituição (estudantes, alumni,
docentes, funcionários/as não docentes, comunidade). A comunicação eficaz emerge como
um fator crucial na influência de comportamentos, promoção do diálogo, construção de
entendimento entre os grupos envolvidos, e na facilitação da prestação de serviços de
relevância, bem como no estímulo a comportamentos positivos.
This study aims to reflect on the challenges and perspectives inherent to communication, in the context of Social Responsibility (SR) of a Polytechnic Higher Education Institution (PHEI). It proposes a constructivist approach that conceives as a communicative challenge and seeks to explore how Higher Education Institutions (HEI) can establish relationships with their stakeholders, both internal and external, aiming to improve communication processes, by while maintaining their commitment to Social Responsability. The research question that guides this investigation is: How does communication influence the implementation of Social Responsability in an HEI and what are the main challenges encountered in this process? The objectives outlined for this study include: understanding the internal and external communication processes of the Polytechnic Higher Education Institution in the context of Social Responsability; identify digital tools and guiding documents that can optimize the efficiency of responses, both internal and external; explore the relationship between collaborative work and the improvement of services provided by the institution within the scope of Social Responsability; analyze the importance of establishing solid partnerships and the impact of stakeholder feedback on the institution's Social Responsability actions; explore whether the culture of transparency is present in the institution's internal and external communication circuits. This study, of mixed nature and exploratory in nature, used two research instruments: the questionnaire survey and the semi-directive interview. The sample consisted of 101 students interviewed by questionnaire, complemented by 5 interviews with experts. The results obtained highlight the significant relevance of internal communication for the strategic alignment and involvement of all parties involved in the institution (students, alumni, teachers, non-teaching staff, community). Effective communication emerges as a crucial factor in influencing behaviors, promoting dialogue, building understanding between the groups involved, and facilitating the provision of relevant services, as well as encouraging positive behaviors.
This study aims to reflect on the challenges and perspectives inherent to communication, in the context of Social Responsibility (SR) of a Polytechnic Higher Education Institution (PHEI). It proposes a constructivist approach that conceives as a communicative challenge and seeks to explore how Higher Education Institutions (HEI) can establish relationships with their stakeholders, both internal and external, aiming to improve communication processes, by while maintaining their commitment to Social Responsability. The research question that guides this investigation is: How does communication influence the implementation of Social Responsability in an HEI and what are the main challenges encountered in this process? The objectives outlined for this study include: understanding the internal and external communication processes of the Polytechnic Higher Education Institution in the context of Social Responsability; identify digital tools and guiding documents that can optimize the efficiency of responses, both internal and external; explore the relationship between collaborative work and the improvement of services provided by the institution within the scope of Social Responsability; analyze the importance of establishing solid partnerships and the impact of stakeholder feedback on the institution's Social Responsability actions; explore whether the culture of transparency is present in the institution's internal and external communication circuits. This study, of mixed nature and exploratory in nature, used two research instruments: the questionnaire survey and the semi-directive interview. The sample consisted of 101 students interviewed by questionnaire, complemented by 5 interviews with experts. The results obtained highlight the significant relevance of internal communication for the strategic alignment and involvement of all parties involved in the institution (students, alumni, teachers, non-teaching staff, community). Effective communication emerges as a crucial factor in influencing behaviors, promoting dialogue, building understanding between the groups involved, and facilitating the provision of relevant services, as well as encouraging positive behaviors.
Description
Mestrado em Ciências da Educação/Administração Educacional
Keywords
administração educacional comunicação responsabilidade social instituição de ensino superior. educational administration communication social responsibility higher education institution