Gestão das mídias digitais institucionais dos programas de pós-graduação da UFSCar: propostas de melhoria integrando gestão do conhecimento e gestão por processos

Abstract

Digital communication in Graduate Programs (PPGs) at public universities plays a fundamental role in transparency, visibility, and accountability, especially within the evaluation framework of the Coordination for the Improvement of Higher Education Personnel (CAPES). However, gaps persist in the institutionalization of this work, evidenced by the lack of guidelines, workflows, and training to support the production and publication of content with regulatory compliance, including accessibility, personal data protection, and copyright. In this context, this study analyzes the organization of digital media management practices in the PPGs of the Center for Education and Human Sciences (CECH) at the Federal University of São Carlos (UFSCar). The general objective is to propose guidelines and recommendations to improve the management of these media, integrating process management tools. This is a qualitative, exploratory, and applied study, based on a literature review, document analysis, and the application of an online questionnaire. The sample included all 12 PPGs at CECH/UFSCar. In the documentary stage, publications from the “News” section of institutional websites were analyzed for the period from 2017 to 2025. The questionnaire obtained responses from 10 programs, and a descriptive analysis of Instagram profiles was also conducted for the period from November 1, 2024, to October 31, 2025. Data were analyzed through thematic classification and process management tools, such as Check Sheets, Pareto Diagrams, the GUT Matrix, 5W1H, and the Five Whys. The study was approved by the Research Ethics Committee of UFSCar (Approval No. 7,896,089). The results indicate a predominance of administrative-informational content, an irregular presence of science communication, and the central role of administrative staff in day-to-day updates, without formal training and with low standardization of workflows. It is concluded that digital management is sustained by local and reactive efforts. The study proposes the institutionalization of integrated guidelines, the provision of continuous training, and the development of institutional support instruments to improve digital communication and reduce regulatory risks.