REDE SOCIAL CAFÉS DO BRASIL: UMA ANÁLISE COMUNICACIONAL

• Ano de defesa: 2010
• Autor(a) principal: Silva, Heloiza Dias da
• Orientador(a): Bueno, Wilson da Costa
• Banca de defesa: Caldas, Maria das Gracas Conde , Galindo, Daniel dos Santos , Giacomini Filho, Gino , Afonso Júnior, Paulo Cesar
• Tipo de documento: Tese
• Tipo de acesso: Acesso embargado
• Idioma: por
• Instituição de defesa: Universidade Metodista de São Paulo
• Programa de Pós-Graduação: PÓS GRADUAÇÃO EM COMUNICAÇÃO
• Departamento: Processo Comunicacionais
• País: BR
• Palavras-chave em Português: comunicação; redes sociais; agronegócio café
• Palavras-chave em Inglês: communication; social networks; coffee agribusines
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede.metodista.br/jspui/handle/tede/912

This thesis focused on describing and analyzing Cafés do Brasil network, internet social network, which integrates coffee-growers, agronomists, researchers and other actors who actuate on the coffee agribusiness through the communication between its actors aiming at evaluate the adjustments of this new form of social network to the communication process towards the transfer of technological information to the productive sector (coffeegrowers) and the integration of agents who work at the different sector of the coffee agroindustrial chain. The main methodology used was the Analyze of Social Network (ARS), which allowed - by mathematical analysis and statistics based on socialgrams molding - not only the description of the structural properties of the studied network, but also the interpretation and creation of significance of the social relations identified in the network. The results obtained characterize the Cafés do Brasil network as a little-connected network, this is so not only for its relationships established among its actors by the exchange of e-mail messages, but also for spaces designed for discussions and debates regarding the subject. It can be affirmed that, although Cafes do Brasil network has an open and flexible structure and tools that enable information share, it hasn t been able to satisfactorily integrate the agents of the coffee agroindustrial chain who participate on it. Besides, its present format does not substantially favor the communication process for technology transfer to the productive sector. With this study we present suggestions for the adjustment of the network configuration in a way it can be conformed to the objectives of which it was created.(AU)