Comunicação organizacional e pública plataformizadas: um estudo sobre a comunicação da Prefeitura Municipal de Cascavel/CE no Instagram

Abstract

The growing dependence on centralized digital infrastructures, such as online platforms, has profoundly transformed communication by mediating social interactions and converting them into valuable data. This phenomenon redefines the dynamics of organizational and public communication, increasingly shaped by the logic of social media platforms. Given this scenario, the actions of the Municipal Government of Cascavel/CE on Instagram are a relevant object of study for understanding how public institutions adapt to this digital environment. This research seeks to analyze the organizational and public communication of the Municipal Government on Instagram, exploring its characteristics and dynamics in the context of web platformization. To this end, a qualitative approach was adopted, with a single descriptive case study. Data were collected using three methods: an interview with the communications coordinator, a documentary analysis of the posts on the official profile, and an electronic questionnaire administered to the public of the Municipality of Cascavel. The analysis was conducted based on the operators “Platform Governance and Systemic Responsibility” and “Content Management and Production,” allowing us to identify the main challenges faced, such as the relationship with the platform, bureaucratic barriers, gaps in the promotion of media literacy, and difficulties in combating misinformation. The results demonstrate that public communication in digital environments is a constantly evolving field, requiring not only technological adaptation but also strategic reflection on its role in society. In addition, the study reinforces the need for greater regulation of digital platforms to ensure transparency and autonomy in organizational and public communication, ensuring that it fulfills its democratic role in an efficient and accessible manner.