Forças Armadas Brasileiras

: confiabilidade institucional e exposição mediática

Abstract

This study aims to identify factors related to institutional image, seeking to create valid knowledge that can enhance the performance of the Press Office of the Brazilian Ministry of Defense. It aims to identify items that explain the variation in the index of confidence in the Armed Forces, obtained in the public opinion polls ICJBrasil and SIPS-National Defense in the years 2010, 2011 and 2012, during which the index fluctuated between 60% and 75%. The dissertation is grounded in mass media theories, namely in studies dealing with short term effects of exposure to information, and studies that focus on long term effects, which foresee the communication process as one that penetrates the individuals cognitive knowledge. Based on predefined themes, it analyzes the content published by the newspaper Folha de São Paulo, looking for connections between the coverage given by the paper to the Armed Forces and changes in the confidence index. This procedure aims to identify which actions of the Armed Forces have the greatest potential to be positively evaluated by society and thereby provide knowledge that can be used to design effective media campaigns under the Ministry of Defense.

Date of Award	2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nelson Ribeiro (Supervisor)