Proceedings of the 7th World Conference on Research in Social Sciences
Year: 2024
DOI:
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The Management of Water Resources in Brazil Shared on Facebook
Juliana de Oliveira Vicentini, Odaléia Telles Marcondes Machado Queiroz
ABSTRACT:
Communication is put into practice according to the context in which it is inserted. Facebook is used as a strategic communication tool in a networked society because its low cost, the ability to segment the audience, interact with the target public, personalize content, disseminate information and events, promote services and products, and strengthen a particular brand. In Brazil, the PCJ Basin Agency (Piracicaba, Capivari and Jundiai), located in Sao Paulo, is a reference and is pioneer in water resources management. Sharing information is one of the elements of efficient water resources management. The aim is to analyze the PCJ Basin Agency’s posts on its Facebook during 2023, to understand the communication mechanisms used to share information about water resource management. The methodology used is content analysis and the categories investigated are frequency of publications, framing, format and engagement. In 2023, 130 posts were published on Facebook. The contents are related to 15 themes, the most recurrent of which are events and management activities. Posts about financial resources, the relevance of water resource management and its benefits, and ongoing actions and projects could have been covered more frequently. There are no contents about preservation and environmental education. Posts use a variety of resources such as text, images, links, hashtags and videos. Engagement (comments and shares) is regular. Broadening the thematic scope of posts could be a strategy to further strengthen the role of the PCJ Basin Agency in water resource management in Brazil and to get closer to its users.
keywords: communication, content analysis, environment, post, social media