Práticas de comunicação da governança pública em municípios brasileiros por intermédio da internet

Abstract

Considering the deepening of the relationship between State and Society, the strengthening of the concept of public governance, as State's ability to implement the necessary policies to achieve common goals, the demand, by the public governance, of an effective public communication and the continued use of the Internet by the population in Brazil, the goal of this research was to investigate how the governments of the brazilian municipalities have used the Internet, particularly the governments’ portals and the social networks, to communicate the public governance principles. In the theoretical foundation were addressed the concepts of Corporate Governance, Public Governance and Public Communication and the interrelationship between these concepts and the use of the Internet. The research was classified as applied, descriptive and as a multiple case study in what refers to the design. The techniques used to achieve the goals were observation of governmental web portals and Internet social networks using self-developed forms, and a questionnaire sent to the communication managers of the studied prefectures. The main results obtained allow us to affirm that all the principles of Public Governance are, in some degree, present and being communicated through the governmental portals. In relation to social networks, it can be stated that despite the presence, activities and impacts of municipalities on social networks being high, the degree of communication of public governance principles through social networks is low. As for the perception of communication managers interviewed, the results allow us to infer that there are difficulties in communicating the principles of public governance through the governmental portals. Finally, the results of identifying the communication practices of public governance used by the municipal government indicate that the portals are predominantly used as tools of information practices. The social network Facebook is used largely for information practices, consultation and active participation, while YouTube is used for information and consultation practices and Twitter for information practices. The discussion presented in this study is relevant as evidence that, in general, the principles of public governance are not being effectively communicated by municipalities in different electronic tools through the Internet.