A comunicação como incentivadora da política de ações afirmativas no Campus Avançado da Universidade Federal de Juiz de Fora em Governador Valadares

Abstract

This present dissertation is developed within the Professional Master in Management and Evaluation of Public Education (PPGP) of the Center for Public Policies and Education Eval-uation of the Federal University of Juiz de Fora (CAEd/UFJF). The management case studied discuss how the work realized by Comunication, Culture and Events (CCE) sector of the Fed-eral University of Juiz de Fora in Governador Valadares (UFJF-GV) can encourage the af-firmative action politic on the advanced campus. The objectives defined for this study were the understanding of the current situation of institutional support to the actions of specific groups and the survey of which projects could be implemented so that the activities are better disseminated in the advanced campus and so that there is greater representation in the Institu-tion to communication work. As a basis for this work, the campaigns and communication ma-terials produced by the Institutional Image sector of the headquarters campus in Juiz de Fora were analyzed in order to be able to score, establish and apply actions to be developed in the advanced campus. We used as qualitative research methodology, from the instruments of semi-structured interviews with the actors that make up our target audience, namely: tech-nical-administrative servants, lecturers and students of the University. Servants from the CCE sector of UFJF-GV and members of the university's academic community were interviewed covering the teaching, student and technical-administrative fields. The questions addressed the interviewees assessment of the current positioning of the UFJF-GV regarding affirmative actions, the obstacles to the adoption of policies of the genre in the advanced campus, the communicative actions of the headquarters campus on the subject, as well as the suggestions for the planning of CCE sector activities. The conclusions of the research subsidize the pro-posals that comprise an Educational Action Plan, whose objective is to establish guidelines for actions to be applied in UFJF-GV, covering activities of the CCE sector, such as cam-paigns carried out and the communication tools used, as well as meetings between the man-agement team and members of the headquarters campus to solve gaps and propose integrated actions in favor of the implementation of an affirmative action policy in the advanced campus of Governador Valadares.