Science popularization on Facebook

statistical analysis of posts from a Brazilian university

Authors

DOI:

https://doi.org/10.1590/1809-58442023108pt

Keywords:

Science popularization, Facebook, Public mobilization, Public university, Scientific research

Abstract

This study performed a statistical analysis of the repercussions of a project concerning science popularization (SP) during the first 14 months of execution in a Brazilian public university. The metrics used were the results achieved from posts of 95 videos disseminating scientific research on the institution’s Facebook page. The objective was to verify the dialogical potential of the project while considering that social media increase the possibilities for public participation. Analyses included general descriptive data (means, minima, maxima, and standard deviations), Pearson’s correlation coefficients, and clusters’ formation. Among the main results, we verified that the published videos can be divided into five clusters, which differ by the level of interaction/reach. The research themes, text, and video strategies used in the posts modulate the potential for interaction with the public. The results are helpful for the future planning of SP actions.

Author Biographies

  • Ana Eliza Ferreira Alvim da Silva, Universidade Federal de Lavras. Lavras – MG, Brazil, Universidade Federal de Lavras. Lavras – MG, Brasil, Universidade Federal de Lavras. Lavras – MG, Brasil

    Ph.D. in Administration from the Federal University of Lavras (UFLA), Master’s degree in Communication from the Federal University of Juiz de Fora (UFJF), specialized in Corporate Communication, and Bachelor’s degree in Social Communication, also from UFJF. As a journalist in the permanent staff of UFLA, she carries out organizational communication activities, including the production of institutional and educational journalistic articles. She is a member of the Minas Gerais Network for Scientific Communication (RMCC) and coordinates science popularization projects at the University. She is the editor of the scientific journalism magazine “Ciência em Prosa,” in the children’s section.

  • Gláucia da Silva Mendes Moraes, Universidade Federal de Lavras. Lavras – MG, Brazil, Universidade Federal de Lavras. Lavras – MG, Brasil, Universidade Federal de Lavras. Lavras – MG, Brasil

    She holds a bachelor’s degree in Social Communication from the Federal University of Juiz de Fora (2006), a master’s degree in Communication from the Federal University of Juiz de Fora (2009), and a Ph.D. in Communication from the Federal University of Rio de Janeiro (2015). She is currently a journalist at the Federal University of Lavras (UFLA).

  • Luiz Marcelo Antonialli, Universidade Federal de Lavras. Lavras – MG, Brazil, Universidade Federal de Lavras. Lavras – MG, Brasil, Universidade Federal de Lavras. Lavras – MG, Brasil

    He graduated in Agronomy from the former Escola Superior de Agricultura de Lavras - ESAL (1982), currently known as the Federal University of Lavras (UFLA). He holds a master’s degree in Rural Administration from ESAL (1988) and a Ph.D. in Administration from the Faculty of Economics, Administration, and Accounting - FEA/USP (2000). He is a Full Professor in the Department of Administration and Economics at UFLA. He has experience in the fields of Strategic Administration and Quantitative Research Methodology.

Downloads

Published

2023-10-09

Issue

Vol. 46 (2023)

Section

Articles

License

Copyright (c) 2023 Intercom: Revista Brasileira de Ciências da Comunicação

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright and Licensing Policy
Revista Intercom operates under an Open Access model. All journal content, including published articles, is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0), unless otherwise noted.
  • Copyright: Authors retain unrestricted copyright and full publishing rights to their work without restrictions.
  • License to Publish: Authors grant Revista Intercom the right of first publication. Concurrently, the work is licensed under CC BY 4.0, which permits sharing, copying, distributing, displaying, and creating derivative works, provided the original work is properly cited and ownership is acknowledged.
  • Self-Archiving: Authors are permitted and encouraged to deposit the published version of their articles (Version of Record) in institutional or thematic repositories immediately upon publication.
 

How to Cite

Science popularization on Facebook: statistical analysis of posts from a Brazilian university. Intercom - Brazilian Journal of Communication Sciences, São Paulo, v. 46, p. e2023108, 2023. DOI: 10.1590/1809-58442023108pt. Disponível em: https://revistas.intercom.org.br/index.php/revistaintercom/article/view/3735. Acesso em: 21 jul. 2026.