O Facebook enquanto ferramenta no planejamento cultural: uma análise comportamental de interações na página da prefeitura de Curitiba
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Data
2017-09-28
Autores
Miranda, Heitor Marques [UNESP]
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Universidade Estadual Paulista (Unesp)
Resumo
A relação entre a Análise do Comportamento (AC) e a tecnologia não é uma novidade. Skinner desde o início se aproveitou dessa relação para desenvolver soluções criativas, que moldaram os rumos da ciência por ele estudada. Skinner também sempre evidenciou a necessidade de que os analistas do comportamento se engajem em questões sociais e culturais, porém, até recentemente, esse foi um campo relativamente negligenciado pela maioria dos pesquisadores da área. Aos que assumem tal desafio, se apresentam discussões no sentido de apontar a necessidade de soluções para os problemas sociais que envolvam tendências tecnológicas e que não se limitem tanto por questões espaciais e temporais. Nesse sentido se inserem as redes sociais. O número de usuários dessas redes é cada vez maior, assim como o tempo que eles passam conectados. O presente estudo busca apresentar o Facebook como uma ferramenta útil para o planejamento cultural, a partir de 1) análises quantitativas do número de curtidas, comentários e compartilhamentos, bem como da forma de apresentação do conteúdo das publicações e 2) análises qualitativas de publicações e comentários observados na página da Prefeitura de Curitiba, pautadas no conceito de contingência de três termos. Através das análises foi possível apontar o uso da rede social como ferramenta que pode colocar os cidadãos em contato com os efeitos coletivos e de longo prazo de seus comportamentos, estabelecer regras e especificar contingências, e possibilitar que os cidadãos participem do debate sobre políticas públicas. Por fim, são apontadas algumas estratégias observadas na página da prefeitura e na literatura que podem ampliar o alcance do planejamento cultural.
The relationship between Behavior Analysis (BA) and technology is not new. From the beginning Skinner took advantage of such relationship to develop creative solutions that shaped the directions of the science he studied. Skinner has also always pointed the need for behavioral analysts to engage in social and cultural issues, but until recently this was a relatively neglected field by most researchers in the area. Those who take on such a challenge are faced with discussions indicating the need for solutions to social problems involving technological trends and that are not so limited by constraints of space and time. In this sense, social networks are introduced. The number of these networks‟ users is increasing, along with time they spend connected. This study seeks to present Facebook as a useful tool for cultural planning, based on 1) quantitative analysis of the number of likes, comments and shares, as well as the form the content was presented in the publications and 2) qualitative analysis of publications and comments observed on Curitiba‟s City hall Facebook page, based on the concept of three-term contingency. Through analysis it was possible to point out the use of the social network as a tool that can put citizens in contact with the collective and long-term effects of their behavior, establish rules and specify contingencies, and enable citizens to participate in the public policies debate. Finally, we point out some strategies observed on the city hall‟s page and in literature that can extend the reach of cultural design.
The relationship between Behavior Analysis (BA) and technology is not new. From the beginning Skinner took advantage of such relationship to develop creative solutions that shaped the directions of the science he studied. Skinner has also always pointed the need for behavioral analysts to engage in social and cultural issues, but until recently this was a relatively neglected field by most researchers in the area. Those who take on such a challenge are faced with discussions indicating the need for solutions to social problems involving technological trends and that are not so limited by constraints of space and time. In this sense, social networks are introduced. The number of these networks‟ users is increasing, along with time they spend connected. This study seeks to present Facebook as a useful tool for cultural planning, based on 1) quantitative analysis of the number of likes, comments and shares, as well as the form the content was presented in the publications and 2) qualitative analysis of publications and comments observed on Curitiba‟s City hall Facebook page, based on the concept of three-term contingency. Through analysis it was possible to point out the use of the social network as a tool that can put citizens in contact with the collective and long-term effects of their behavior, establish rules and specify contingencies, and enable citizens to participate in the public policies debate. Finally, we point out some strategies observed on the city hall‟s page and in literature that can extend the reach of cultural design.
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Palavras-chave
Análise do comportamento, Planejamento cultural, Redes sociais, Facebook, Behavioral analysis, Cultural design, Social networks