Mediações Digitais da Ciência: Plataformização e Comunicação Pública na Extensão Universitária / Digital Mediations of Science: Platformization and Public Communication in University Extension

Adriana Alves Rodrigues, Erick Wendler Silva Justino

Abstract


A investigação analisa as estratégias de Comunicação Pública da Ciência em onze projetos de extensão da UEPB vinculados ao ProextPG nos ecossistemas digitais, por meio de abordagem quali-quantitativa. Os resultados revelam presença digital consolidada com hegemonia do Instagram, mas marcada por concentração em uma única plataforma e irregularidade nas publicações, predominando lógicas transmissíveis em detrimento do diálogo simétrico. Conclui-se que a mera presença digital é insuficiente, sendo necessário desenvolver estratégias comunicacionais mais dialógicas, contextualizadas e socialmente engajadas, alinhadas aos princípios contemporâneos da comunicação pública da ciência.

 

Palavras-Chave: Comunicação Pública da Ciência. Extensão Universitária. Mídias Sociais. Métodos Digitais. Divulgação Científica.

 

ABSTRACT

 

This study analyzes Public Science Communication strategies across eleven UEPB extension projects linked to ProextPG within digital ecosystems, employing a qualitative-quantitative approach. The results reveal a consolidated digital presence—dominated by Instagram—yet characterized by a concentration on a single platform and inconsistent posting schedules, with a predominance of one-way transmission models over symmetrical dialogue. The study concludes that mere digital presence is insufficient; instead, there is a need to develop communication strategies that are more dialogic, contextualized, and socially engaged, aligning with contemporary principles of public science communication.

 

Keywords: Public Science Communication. University Extension. Social Media. Digital Methods. Science Dissemination.

 

 

 

 

 

References


BOYD, Danah; CRAWFORD, Kate. Critical questions for big data: provocations for a cultural, technological, and scholarly phenomenon. Information, Communication & Society, v. 15, n. 5, p. 662-679, 2012.

BROSSARD, D.; LEWENSTEIN, B. V. A critical appraisal of models of public understanding of science: using practice to inform theory. In: KAHLOR, L.; STOUT, P. (ed.). Communicating science: new agendas in communication. New York: Routledge, 2010.

BUCCHI, Massimiano; TRENCH, Brian. Science communication and science in society: a conceptual review in ten keywords. Tecnoscienza: Italian Journal of Science & Technology Studies, v. 7, n. 2, p. 151-168, 2016. Disponível em: https://is.gd/tecnoscienza. Acesso em: 2 fev. 2026.

CRESWELL, J. W. Investigação de métodos mistos. Porto Alegre: Penso, 2014.

FECHER, Benedikt; FRIESIKE, Sascha. Open science: one term, five schools of thought. In: BARTLING, Sönke; FRIESIKE, Sascha (org.). Opening science: the evolving guide on how the internet is changing research, collaboration and scholarly publishing. Cham: Springer, 2014. p. 17-47.

GIL, Antonio Carlos. Métodos e técnicas de pesquisa social. 6. ed. São Paulo: Atlas, 2008.

GILLESPIE, Tarleton. Custodians of the internet: platforms, content moderation, and the hidden decisions that shape social media. New Haven: Yale University Press, 2018.

LEWENSTEIN, B. V. Models of public communication of science and technology. Public Understanding of Science, v. 16, n. 1, p. 1-12, 2003.

MASSARANI, L. et al. (org.). Comunicação pública da ciência: diálogos e desafios. Rio de Janeiro: Museu da Vida/Fiocruz, 2022.

MAYER-SCHÖNBERGER, Viktor; CUKIER, Kenneth. Big data: a revolution that will transform how we live, work, and think. Boston: Houghton Mifflin Harcourt, 2013.

MIEDEMA, Frank. Open science: the very idea. 1. ed. Dordrecht: Springer, 2022. Disponível em: https://shre.ink/7rWC. Acesso em: 12 maio 2026.

MIROWSKI, Philip. The future(s) of open science. Social Studies of Science, v. 48, n. 2, p. 171-203, 2018.

NIELSEN, Michael. Reinventing discovery: the new era of networked science. Princeton: Princeton University Press, 2011.

ROGERS, R. The end of the virtual: digital methods. Amsterdã: Amsterdam University Press, 2019.

SRNICEK, Nick. Platform capitalism. Cambridge: Polity Press, 2017.

VAN DIJCK, J. The culture of connectivity: a critical history of social media. Oxford: Oxford University Press, 2013.

VAN DIJCK, J.; POELL, T.; DE WAAL, M. The platform society: public values in a connective world. Oxford: Oxford University Press, 2018.




DOI: http://dx.doi.org/10.12819/2026.23.8.4

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

ISSN 1806-6356 (Print) and 2317-2983 (Electronic)