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Comunicação e prosseguimento de estudos em instituição de ensino superior: o exemplo dos alunos licenciados do ISCSP
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Resumo(s)
Os estudos de formação avançada tornam-se cada vez mais relevantes. Para os recémlicenciados, impõem-se como forma de responder às exigências do mercado de trabalho em
que o constante aprendizado é realidade. Para as instituições de ensino superior, fazem parte
do seu objetivo de promover o long life learning. Recentemente, significam também uma
fonte de renda importante, sobretudo no caso das instituições públicas em Portugal, que
precisam de recursos próprios para se manter. Ainda que alunos e instituições partilhem deste
interesse comum, verifica-se, pelo menos no caso do Instituto Superior de Ciências Sociais e
Políticas (ISCSP), que poucos alunos permanecem na instituição para os cursos de formação
avançada. Por este motivo, este estudo tem como objetivo efetuar um diagnóstico das
necessidades de comunicação de alunos em relação ao prosseguimento de estudos no ISCSP
após a licenciatura, através da comunicação estratégica e tendo como moldura teórica as
teorias relacional e situacional da resolução de problemas. Os dados recolhidos a partir de
análise documental, entrevistas semiestruturadas em profundidade a dirigentes e focus
groups a alunos permitiram a elaboração de um inquérito por questionário aplicado aos
alunos do ISCSP, caracterizando a pesquisa como de método misto sequencial exploratório.
As principais conclusões sugerem que, para permanecer na mesma instituição, os alunos
precisam ter confiança, abertura, envolvimento, compromisso, reciprocidade, e
entendimento mútuo com a escola. Passivos, nem sempre iniciam a ação comunicativa para
resolver um problema e, por isso, esperam que a instituição informe sua oferta educativa. A
opinião das fontes pessoais, como amigos e familiares, e as impessoais, como docentes, são
valorizadas pelos alunos e, por isso, devem ser realçadas pela instituição. Para atrair e reter
seus alunos, o ISCSP concorre com instituições que têm postura de disputa de mercado mais
estabelecida, têm maior institucionalização da comunicação e estão mais presentes nas redes
sociais digitais.
Advanced studies, as masters and PhDs, are becoming increasingly relevant. For recent graduates, they impose themselves as a way to respond to the labour market´s demands, in which constant learning is a reality. For educational institutions, they are part of their objective to promote long-life learning. Recently, they also represent an important source of income, especially in the case of public institutions in Portugal, which increasingly have to seek their resources to maintain themselves. Although students and institutions share this common interest, it appears, at least in the case of the Instituto Superior de Ciências Sociais e Políticas(ISCSP), that few studentsremain in the institution for advanced studies. For this reason, this research aims to make a diagnosis of the communication needs of concerning the continuation of studies at ISCSP after graduation. Strategic communication, the relational theory and the situational theory of resolution of problems are the frameworks for this study. The data collected from documentary analysis, in-depth semi-structured interviews with directors and focus groups to students allowed the development of a questionnaire survey applied to ISCSP students, characterizing the research as a sequential exploratory mixed method. The main conclusions suggest that to remain at the same institution, students must have trust, openness, involvement, commitment, reciprocity, and mutual understanding with the university. As the students tend to be passive, they do not always initiate communicative action to solve a problem and, therefore, expect the institution to inform its educational offer. The opinion of personal sources, such as friends and family, and impersonal sources, such as teachers, are valued by students and, therefore, should be highlighted by the institution. To attract and retain its students, ISCSP competes with institutions that have a more established market dispute stance, have greater institutionalization of communication and are more present on digital social networks.
Advanced studies, as masters and PhDs, are becoming increasingly relevant. For recent graduates, they impose themselves as a way to respond to the labour market´s demands, in which constant learning is a reality. For educational institutions, they are part of their objective to promote long-life learning. Recently, they also represent an important source of income, especially in the case of public institutions in Portugal, which increasingly have to seek their resources to maintain themselves. Although students and institutions share this common interest, it appears, at least in the case of the Instituto Superior de Ciências Sociais e Políticas(ISCSP), that few studentsremain in the institution for advanced studies. For this reason, this research aims to make a diagnosis of the communication needs of concerning the continuation of studies at ISCSP after graduation. Strategic communication, the relational theory and the situational theory of resolution of problems are the frameworks for this study. The data collected from documentary analysis, in-depth semi-structured interviews with directors and focus groups to students allowed the development of a questionnaire survey applied to ISCSP students, characterizing the research as a sequential exploratory mixed method. The main conclusions suggest that to remain at the same institution, students must have trust, openness, involvement, commitment, reciprocity, and mutual understanding with the university. As the students tend to be passive, they do not always initiate communicative action to solve a problem and, therefore, expect the institution to inform its educational offer. The opinion of personal sources, such as friends and family, and impersonal sources, such as teachers, are valued by students and, therefore, should be highlighted by the institution. To attract and retain its students, ISCSP competes with institutions that have a more established market dispute stance, have greater institutionalization of communication and are more present on digital social networks.
Descrição
Dissertação de Mestrado em Comunicação Social – vertente de Comunicação Estratégica
Palavras-chave
Comunicação estratégica Relacionamento organização-públicos Resolução de problemas Long life learning Strategic communication Organization-public relations Problem solving Long life learning
Contexto Educativo
Citação
Editora
Instituto Superior de Ciências Sociais e Políticas