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Nuno Fernando Araújo De Passos a Mediação Entre Cientistas E Universidade do Minho Instituto de Ciências Sociais Nuno Fernando Araújo de Passos A mediação entre cientistas e jornalistas. O caso do Gabinete de Comunicação da UMinho A mediação entre cientistas e jornalistas. O caso do Gabinete de Comunicação da UMinho Nuno Fernando Araújo de Passos Araújo Fernando Nuno UMinho | 2018 outubro de 2018 Universidade do Minho Instituto de Ciências Sociais Nuno Fernando Araújo de Passos A mediação entre cientistas e jornalistas. O caso do Gabinete de Comunicação da UMinho Dissertação de Mestrado Mestrado em Ciências da Comunicação Área de Especialização em Publicidade e Relações Públicas Trabalho efetuado sob a orientação da Professora Doutora Sara Balonas outubro de 2018 Agradecimentos - Aos meus filhos Rúben e Luca, pela motivação. À esposa Lénia, pela inspiração e companhia. - Ao meu pai Fernando, com muita saudade. À minha mãe Isabel, por poder contrariar-lhe os nãos protetores. À minha irmã Joana, pela coragem e perseverança omnipresente. - À professora Sara Balonas, pela orientação, erudição, generosidade e por acreditar que era possível. À professora Felisbela Lopes, pelo desafio inicial (sem ele não haveria esta viagem), pela insistência e pela compreensão. - À equipa do GCII – Catarina, Heliana, Júlia, Miguel, Nicolau, Paula, Pedros –, pela paciência e ajuda. E aos ex-elementos, sempre presentes, Carolina, Daniela, Emília, Íris, Joana, Mariana, Sandra, Vanessa. - Aos cientistas e jornalistas entrevistados, à Cristina Neto, à Susana Martins e a todos os que foram abordados sobre a dissertação, pela amável colaboração e pelos preciosos testemunhos para o trabalho. - Aos amigos, pelas palavras de incentivo, mesmo perante a minha ausência temporária. - A quem pensa que não vai conseguir chegar ao fim da caminhada académica. Um bom lema é “Enquanto não alcances, não descanses” (Miguel Torga). iii "Science is not finished until it is communicated" (Mark Walport) iv Resumo As instituições de ensino superior públicas têm apostado em estratégias de comunicação face à necessidade de captarem estudantes, projetos, financiamento e visibilidade, afirmando assim a sua imagem num mercado cada vez mais competitivo, global e interconectado. Os profissionais de relações públicas tratam estes processos, sobretudo ao nível da comunicação organizacional e estratégica, através de planos integrados para satisfazer os diversos públicos. Aqui insere-se a subárea da assessoria de imprensa, sob o ponto de vista da comunicação de ciência, que pode ser relevante na mediação entre cientistas e jornalistas. Pode também influir na mensagem que chega ao cidadão, capacitando-o nas suas decisões e sensibilizando-o para a ciência e o ensino. O presente estudo faz uma revisão bibliográfica dos conceitos de comunicação organizacional, imagem, assessoria de imprensa, jornalismo, comunicação de ciência e universidade. A partir daí, centra-se num caso de estudo. Procura perceber se a Universidade do Minho, através do seu Gabinete de Comunicação, Informação e Imagem (GCII), desenvolveu um conjunto de estratégias de assessoria de imprensa na expectativa de projetar a sua comunidade e a instituição na arena mediática da ciência e do ensino superior. Para aferir o impacto dessa aposta, foram observadas as rotinas e práticas do GCII ao longo desta década e realizadas entrevistas a uma amostra de jornalistas e cientistas. Verificou-se que a aposta institucional neste âmbito permitiu a adaptação e a introdução de vários recursos, aumentando a eficácia, a agilidade e o volume de conteúdos. Concluiu-se que o trabalho desenvolvido esta década por aquele gabinete teve influência tendencialmente positiva na visibilidade mediática da instituição, nomeadamente da sua comunidade científica e na região. Essa visibilidade requer especialistas na área, proximidade entre os atores envolvidos, diversas estratégias de comunicação em simultâneo e apoio institucional a longo prazo. Esta investigação, pioneira na assessoria de imprensa universitária em Portugal, propõe ainda medidas para implementar no setor e aponta sugestões de investigação. Palavras-chave: comunicação organizacional; comunicação de ciência; jornalismo; imagem; UMinho. v vi Abstract Mediation between scientists and journalists. UMinho Communication Department case study. Public higher education institutions are developing strategies in order to attract students, projects, financing and visibility, in an attempt to enhance their image in an increasingly competitive, global and interconnected market. Public relations professionals deal with these processes, especially at the organizational and strategic communication level, through integrated plans designed to satisfy their different audiences. Herein lies the sub-field of the press office, seen from the point of view of science communication, which may be relevant in the mediation between scientists and journalists. The press officer can also influence the message that reaches the public, empowering their decisions and providing an explanation for the importance of science and education. The present study has a bibliographical review of the concepts of organizational communication, image, press, journalism, communication science and university. From that starting point, it focuses on a case study. The goal is to understand if the University of Minho, through its Communication, Information and Image Office (GCII) has also developed a set of strategies of press support, in order to project the institution’s image and its community in the media field of science and higher education. In order to gauge the impact of this bet, we observed the routines and practices of the GCII throughout this decade and conducted interviews with a group of journalists and scientists. It was verified that this institutional effort made it possible for the University to adapt and to introduce several resources, increasing the effectiveness, agility and the volume of produced content. We concluded that the work carried out by the office throughout the decade had a positive influence on the media visibility of the institution, namely its scientific community, and on the region. This visibility requires specialists in the field, proximity between the players involved, several simultaneous communication strategies and long-term institutional support. This research, which is groundbreaking on what concerns university press offices in Portugal, also suggests procedures to implement in the sector and points out research proposals. Keywords: organizational communication; science communication; journalism; image; University of Minho. vii viii Índice INTRODUÇÃO .................................................................................................................... 1 PARTE I. ENQUADRAMENTO TEÓRICO .......................................................................... 5 1. COMUNICAÇÃO ORGANIZACIONAL E ESTRATÉGICA .................................................................. 7 2. IDENTIDADE E IMAGEM INSTITUCIONAL ................................................................................ 9 3. ASSESSORIA DE IMPRENSA ............................................................................................. 11 3.1. CONTEXTUALIZAÇÃO HISTÓRICA...................................................................................................... 11 3.2. PRÁTICAS E ROTINAS DA PROFISSÃO ................................................................................................ 13 3.3. PRESS RELEASE ......................................................................................................................... 15 3.4. SPIN E PSEUDO-EVENTOS ............................................................................................................. 16 4. JORNALISMO .............................................................................................................. 19 4.1. FONTES JORNALÍSTICAS ............................................................................................................... 19 4.2. CONSTRANGIMENTOS DA PROFISSÃO ............................................................................................... 24 4.3. CONVIDADOS DOS PALCOS MEDIÁTICOS ............................................................................................ 27 5. COMUNICAÇÃO DE CIÊNCIA ............................................................................................ 29 5.1. COMUNICAR CIÊNCIA: PORQUÊ? ..................................................................................................... 32 5.2. FONTES DE COMUNICAÇÃO DE CIÊNCIA ............................................................................................ 34 5.3. PERFIL, ATITUDES E REPRESENTAÇÕES DO CIENTISTA .......................................................................... 36 5.4. O LADO B DA INVESTIGAÇÃO .......................................................................................................... 40 5.5. DESAFIOS DA HUMANIDADE ........................................................................................................... 43 6. A UNIVERSIDADE ......................................................................................................... 47 6.1. ORIGEM DA UNIVERSIDADE ........................................................................................................... 47 6.2. MERCADO DA EDUCAÇÃO .............................................................................................................. 51 6.2.1. Importância de um curso superior ......................................................................................
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