Communication in the third sector before and during the COVID 19 pandemic. Communication strategies on social networks of NGOs in Blumenau, Santa Catarina, Brazil

Authors

DOI:

https://doi.org/10.12795/Ambitos.2021.i52.09

Keywords:

third sector, social networks, engagement, communication Strategies

Abstract

Social media has become a significant part of communication for nonprofits by offering them new opportunities to share, collaborate, and mobilize collective action, especially during the COVID-19 pandemic. This study seeks to identify the online presence and review the communication strategies used in the social networks of NGOs in the city of Blumenau, Santa Catarina, Brazil. From a mixed methodological perspective and adopting an exploratory and descriptive approach, the research methods and procedures included a bibliographic and documentary review and content analysis. In this way, 1,400 publications from 14 organizations from the third sector of Blumenau, Santa Catarina, Brazil were analyzed, on the social networks Facebook, Instagram and Twitter, as well as the online engagement generated by users between November 2019 and May 2020, before and after COVID-19. For such purposes, the postulates of Deschamps and McNutt (2014) related to the objectives for the use of social networks by third sector organizations were used. The results highlighted the importance of the presence of NGOs in social networks, mainly in times of crisis. The most used communication strategy was to involve civil society.

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Author Biographies

Fabricia Durieux Zucco, Universidade do Vale do Itajaí e Universidade Regional de Blumenau

Fabricia Durieux Zucco: She has a doctorate in Administration from the Nove de Julho University, São Paulo, Brazil, she has a Master's degree in Administration and a degree in Social Communication from the Regional University of Blumenau, Blumenau, Santa Catarina, Brazil. She is a professor at the Postgraduate Course in Tourism and Hospitality at the University of Vale do Itajaí, Balneário Camboriú, Santa Catarina, Brazil and at the Postgraduate Program in Administration at the Regional University of Blumenau, Blumenau, Santa Catarina, Brazil.

Juliana Machado, Universidade Regional de Blumenau

Juliana Machado: Graduated in Social Communication (advertising and propaganda) from the Regional University of Blumenau, Blumenau, Santa Catarina, Brazil.

Cynthia Morgana Boos de Quadros, Regional University of Blumenau

Cynthia Morgana Boos de Quadros: She has a doctorate in Regional Development from the Regional University of Blumenau, Blumenau, Santa Catarina, Brazil and has a master's degree in Language Sciences from the University of the South of Santa Catarina. She is a professor in the Graduate Program in Management at Blumenau Regional University and teaches undergraduate and specialization courses in the areas of Communication, Management and Marketing. She has academic and market experience in the areas of marketing research, public opinion, consumer studies, and regional communication.

Thamires Foletto Fiuza, Universidade do Vale do Itajaí

Thamires Foletto Fiuza: He has a master's degree in tourism and hospitality from the University of Vale do Itajaí, Balneário Camboriú, Santa Catarina, Brazil and a bachelor's degree in tourism from the Federal University of Rio Grande, Santa Vitória do Palmar, Rio Grande do Sul, Brazil .

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Published

2021-04-15

How to Cite

Durieux Zucco, F., Machado, J. ., Morgana Boos de Quadros, C. ., & Foletto Fiuza, T. (2021). Communication in the third sector before and during the COVID 19 pandemic. Communication strategies on social networks of NGOs in Blumenau, Santa Catarina, Brazil. Ámbitos. Revista Internacional De Comunicación, (52), 140–155. https://doi.org/10.12795/Ambitos.2021.i52.09

Issue

No. 52 (2021): Spring Edition

Section

MONOGRAPH

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