https://tedebc.ufma.br/jspui/handle/tede/3431 Wed, 15 Apr 2026 02:26:24 GMT 2026-04-15T02:26:24Z https://tedebc.ufma.br/jspui/handle/tede/6838 Título: Estratégias para inserção das televisões universitárias no ecossistema da TV 3.0: da web ao DTV+ Autor: CHAVES, Miguel Bruno Alves Primeiro orientador: SOUSA, Li-Chang Shuen Cristina Silva Abstract: This research addresses the technological transition to TV 3.0 in Brazil and its implications for public communication, focusing on university television stations. The guiding question is: how to structure the integration of university television stations into the TV 3.0 ecosystem, considering their technical, institutional, and regulatory limitations, and how can a migration roadmap contribute to their adaptation to the new broadcasting model? The central objective is to propose transition strategies that enable these stations to maintain their social and educational relevance through the Eduplay Platform, linked to the National Education and Research Network (RNP), favoring their integration into the TVD+ environment in app format. To this end, the research maps the current situation of public university television stations affiliated with UFMA, UEMA, and IFMA in the state of Maranhão and develops an integration guide based on a roadmap. The methodological approach includes the collection of empirical data from broadcasters, document analysis, and a literature review on public communication and innovation in broadcasting, considering Decree No. 12,595 of August 27, 2025, which establishes the implementation and technological standards of TV 3.0 in Brazil. The results are expected to contribute to the formulation of public policies and the strengthening of university television stations as agents of information democratization and technological innovation in the TV 3.0 environment, understanding communication as an element directly linked to national sovereignty. Instituição: Universidade Federal do Maranhão Tipo do documento: Dissertação Tue, 16 Dec 2025 00:00:00 GMT https://tedebc.ufma.br/jspui/handle/tede/6838 2025-12-16T00:00:00Z https://tedebc.ufma.br/jspui/handle/tede/6837 Título: Comunicação como direito no SUS: recomendações para a qualificação comunicacional em uma Unidade de Pronto Atendimento no Maranhão Autor: RIBEIRO, Ramirio Costa Primeiro orientador: RABELO, Melissa Silva Moreira Abstract: The objective of this study was to analyze communication practices between healthcare professionals and patients at the Parque Vitória Emergency Care Unit (UPA) in São Luís, Maranhão, from the perspective of communication as a fundamental right within the Unified Health System (SUS). The hypothesis is that the absence of systematized, user-centered communication strategies compromises the effectiveness of healthcare, directly affecting the autonomy and experience of those receiving care. A qualitative approach was adopted to investigate this issue, grounded in action research (Stringer, 1996), which enables the articulation of intervention and critical reflection in the empirical field. Additionally, participant observation (Minayo, 2001), per methodological guidelines, was employed to promote reflective immersion in the institutional daily life of the UPA, enabling systematic monitoring of communication practices. Data collection and organization were conducted using a field diary, an essential tool for detailed recording of the interactions and contexts observed. Data interpretation, in turn, followed the Content Analysis methodology (Bardin, 2016), which enabled the identification, categorization, and inference of latent and explicit meanings in communication practices, emphasizing their political, social, and symbolic dimensions. The results demonstrate that communication at the Parque Vitória UPA is conditioned by a technical-productivist model, characterized by fragmented flows, limited listening, and a lack of pedagogical mediation. These elements impact the user experience, restricting their ability to participate in and understand care. Based on habitus and health literacy concepts, the analysis demonstrates that these communication practices express social and institutional dispositions that reproduce inequalities and compromise the right to communication, a right guaranteed by legal instruments and international treaties. In addition to its findings and reflections, this study also served as the foundation for the development of the Guidelines for Communication and Health Care, as it highlights the need for communication qualification involving the institutionalization of reception and qualified communication protocols, the continuous training of multidisciplinary teams, and the production of accessible and contextually relevant informational materials, themes that are addressed in the guide. Strengthening dialogue, active listening, and user engagement are essential conditions for implementing the principles of comprehensiveness, humanization, and social justice in the SUS. Thus, this dissertation contributes to a critical understanding of communication tensions in the context of emergency and urgent care units, while also providing support for the formulation of public policies that promote a more democratic, inclusive, and equitable health system, in line with constitutional precepts and the contemporary challenges of health communication. Instituição: Universidade Federal do Maranhão Tipo do documento: Dissertação Tue, 26 Aug 2025 00:00:00 GMT https://tedebc.ufma.br/jspui/handle/tede/6837 2025-08-26T00:00:00Z https://tedebc.ufma.br/jspui/handle/tede/6809 Título: Artêz: inovação e tradição na modernização do artesanato feminino no Mercado das Tulhas Autor: BRUSSIO, Julliana Borges Primeiro orientador: SENA, Patricia Rakel de Castro Abstract: The research is based on the question "How can the commercialization of handicrafts produced by women at the Mercado das Tulhas, in São Luís do Maranhão, be modernized and valued through technological solutions that meet their practical needs while promoting cultural preservation?". It presents the development of the Artêz app as a digital tool aimed at enhancing the visibility and appreciation of women's artisanal work; mitigating the limited access these artisans have to the digital market; and expanding the discussion on the need for technological and sustainable tools that integrate tradition, culture, and innovation. The theoretical framework is divided into five subsections addressing topics such as digital marketing, female entrepreneurship, historical and social aspects of women's labor, local Maranhão culture, and the sustainability of handicrafts. The methodology adopted includes semi-structured qualitative interviews with the artisans and a bibliographic review, with the goal of understanding their realities and needs – insights that grounded the development of the app prototype. In the final considerations, the study highlightsthe importance of combining tradition and technology as a strategy for cultural appreciation. Instituição: Universidade Federal do Maranhão Tipo do documento: Dissertação Wed, 06 Aug 2025 00:00:00 GMT https://tedebc.ufma.br/jspui/handle/tede/6809 2025-08-06T00:00:00Z https://tedebc.ufma.br/jspui/handle/tede/6620 Título: AVALIAÇÃO DE CHATBOTS COMO FERRAMENTA DE COMUNICAÇÃO ORGANIZACIONAL: Recomendações estratégicas para a mensuração de canais digitais Autor: MEIRELES, Roberth Thalys Matos Primeiro orientador: SANTOS, Márcio Carneiro dos Abstract: The adoption of chatbots as communication and relationship channels has grown in recent years, driven by the digital transformation in organizations. However, this expansion has not been accompanied by effective and structured evaluation practices. The predominant focus is on basic operational metrics that reveal little about the user experience, symbolic impacts, and reputational value of chatbots as relationship channels. This gap justifies this research, which aimed to develop a set of strategic recommendations for evaluating conversational bots in an organizational context. This is an applied, exploratory, and qualitative study, developed based on the Design Science Research (DSR) methodology, in three stages: (i) a literature review, aimed at identifying theoretical gaps and mapping existing metrics for digital channels; (ii) empirical research, through a questionnaire administered to 13 communication professionals, in addition to a semi-structured interview; and (iii) the development of an artifact containing strategic recommendations, including the proposal of quantitative and qualitative metrics and a template for monitoring these channels. The study's results highlighted the fragmentation of evaluation practices and the lack of consolidated models, while also confirming the need to integrate operational and strategic indicators. It was observed that, although professionals recognize the centrality of chatbots in organizational routines, their measurement remains focused on elementary metrics, neglecting dimensions related to user experience, trust, and institutional reputation. Based on this work, we conclude that chatbot evaluation should be conceived as a strategic pillar of organizational communication, capable of transforming automated interactions into lasting relational and reputational value, based on an integrated approach that combines efficiency, operability, experience, and organizational impact. Instituição: Universidade Federal do Maranhão Tipo do documento: Dissertação Wed, 10 Sep 2025 00:00:00 GMT https://tedebc.ufma.br/jspui/handle/tede/6620 2025-09-10T00:00:00Z