Como somos vistos? Análise da imagem organizacional pública utilizando ciência de dados
DOI:
https://doi.org/10.36428/revistadacgu.v14i26.559Keywords:
Imagem Organizacional Pública, Notícias, Ciência de Dados, NLPAbstract
Organizational image is understood as the public perceptions around an organization. For public organizations, it’s important to manage such an image, as it directly interferes with its relationship with different actors, as well as its legitimacy and credibility in society. In this sense, press vehicles have a great influence on the organizational image, but there are challenges when analyzing the organizational image through these sources. Therefore, the objective of this article is to use Data Science techniques to analyze the organizational image of a public organization through the national press, focusing on news portals and newspapers. For validation, the case of the Agência Nacional de Energia Elétrica (ANEEL) was used. The methodological steps consisted of defining, collecting, preparing and analyzing data, and Natural Language Processing techniques were used. The main results reinforce the evidence of a strong relationship between the image of ANEEL and the image of the Government, and that there is a disparity between the image conveyed by the headline and the news in full. Also, the use of communication strategies (labeling, agenda-setting, linkage and framing) by the press vehicles was observed. For future studies, it’s suggested the use of other data sources and also the validation from other cases.
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