Comunicação e resistência: como a Andifes utilizou o jornalismo para enfrentar a crise de imagem durante o Governo Bolsonaro

• Ano de defesa: 2025
• Autor(a) principal: Rosa, Tamíris Centeno Pereira da
• Orientador(a): Salbego, Juliana Zanini
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal do Pampa
• Programa de Pós-Graduação: Mestrado Profissional em Comunicação e Indústria Criativa
• Departamento: Campus São Borja
• País: Brasil
• Palavras-chave em Português: Crise de Imagem; Conteúdos jornalísticos; Governo Bolsonaro; Image Crisis; Bolsonaro Government; Journalistic content
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS
• Link de acesso: https://repositorio.unipampa.edu.br/handle/123456789/10233

This dissertation investigates how the National Association of Directors of Federal Higher Education Institutions (Andifes) used journalistic content to address the image crisis faced by federal public universities during the Bolsonaro government (2019-2022). The main objective is to understand how the journalistic content published on the Andifes website reflected its stance against the discrediting crisis of public universities, exploring the communication strategies and initiatives adopted to counter the narrative of discredit and reaffirm the essential role of these institutions in Brazil's social, economic, and technological development. Theoretically, the dissertation is based on Kunsch's (2003) studies on organizational communication, Costa's (2008) concepts of organizational image, reputation, and identity, and the crisis communication theories of Brandão (2010) and Forni (2018). The methodology adopted is exploratory and qualitative, using Critical Discourse Analysis (CDA) proposed by Fairclough (2001), with a dialectical-relational approach and a three-dimensional conception of discourse (social practice, discursive practice, and textual). The analysis corpus consists of selected journalistic content from the Andifes website, published between April 8, 2019, and June 20, 2020, a period corresponding to the management of Education Minister Abraham Weintraub, marked by criticism and budget cuts to federal universities, along with the intensification of the "chaos" discourse. The final corpus consists of three publications: one news article, one official statement, and one opinion piece, representing different forms of communication used by Andifes to position itself against the federal universities' image crisis. The results indicate that Andifes employed discursive strategies such as disseminating positive actions and news about federal universities, highlighting their social role nationally and internationally, and defending the importance of scientific knowledge and innovation production. The analysis reveals that Andifes sought to build an image of resilience and reaffirm the relevance of federal universities as pillars for the country's development, opposing the discrediting discourse of the Bolsonaro government. The research contributes to the field of institutional communication and crisis management, offering insights into effective communication strategies for defending public institutions in adverse political contexts.