Estratégias de Comunicação da UFN TV e o Programa Universo Acadêmico na Promoção da Ciência e do Ensino

Abstract

This article analyzes the communication strategies of visibility, legitimization and valorization adopted by the program "Academic Universe", on UFN TV, in the construction of the social representation of the Franciscan University. Social representations are dynamic and shaped by social interactions, playing a crucial role in how we perceive and interpret the world around us. The research, qualitative in nature and with an exploratory approach, uses content analysis of episodes of the program to investigate how the media contributes to the construction of the institutional image. The results reveal that the program uses images of the infrastructure and testimonials from experts to give visibility and legitimize its actions, in addition to highlighting projects and initiatives that reinforce the relevance of UFN in the community, positively valuing the institution. By incorporating guidelines and principles of Media Education, the "Academic Universe" also promotes critical consumption of information, contributing to a more informed and ethical public debate. Thus, the program asserts itself as an essential tool not only for visibility, legitimacy and institutional appreciation, but also for teaching media education.