Estratégias comunicativas aa EPT: Uma análise do uso da linguagem coloquial na rede social Instagram do Instituto Federal do Amapá

Abstract

This dissertation analyzes the use of colloquial language in the Instagram posts of the Federal Institute of Education, Science and Technology of Amapá (Ifap), aiming to understand how this communicative strategy contributes to bringing the institution closer to its audiences, especially students in integrated secondary education. The research, developed as part of the Professional Master’s Degree in Professional and Technological Education (ProfEPT), within the research line “Organization and Memories of Pedagogical Spaces in Professional and Technological Education,” adopts a qualitative approach with quantitative elements. Data were collected through interviews with staff members of Ifap’s Directorate of Communication, questionnaires applied to two first-year classes of the Integrated Technical Course in Advertising, one first-year class of the Integrated Course in Marketing, one second-year class of Advertising, and one third-year class of Marketing, all from the Santana Campus. The study also included an analysis of Instagram posts published between 2022 and 2024 on the institution's official profile. Based on Bardin’s (2016) content analysis methodology, the research identifies thematic categories and linguistic resources typical of colloquial language, such as slang, popular expressions, interjections, and emojis. The results show that the intentional adoption of colloquial language on social media enhances audience engagement, understanding, and identification with the institution, without compromising the clarity or credibility of the information. As an educational product, the study proposes a technical note with practical recommendations for the institutional communication team, aiming to guide the strategic and consistent use of colloquial language in alignment with the values of Professional and Technological Education (EPT). The research contributes to strengthening public communication and to consolidating more dialogical, accessible, and responsive practices within the Federal Network.