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

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

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

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.

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Published

2023-10-09

How to Cite

SILVA, A. E. F. A. da; MORAES, G. da S. M.; ANTONIALLI, L. M. 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: 19 dec. 2024.

Issue

Vol. 46 (2023)

Section

Articles

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