https://repositorio.ufpb.br/jspui/handle/123456789/2346 2026-04-16T13:25:25Z https://repositorio.ufpb.br/jspui/handle/123456789/32867 Título: Cultura popular e comunicação digital : as quadrilhas juninas estão online. Autor(es): Silva, Natã Jose Rodrigues da Orientador: Paiva, Jamile Miria Fernandes Abstract: The professionalization of the quadrilhas juninas gained momentum in the 1980s, encouraging popular groups to modernize their traditions and giving rise to stylized quadrilhas. Focusing on more elaborate competitions and presentations, these new versions have become a reference throughout Brazil. This research seeks to analyze how the stylized quadrilhas of João Pessoa operate in the virtual environment, identifying the strategies employed to professionalize popular culture in this context. The relevance of the investigation lies in the need to understand cultural adaptations in the face of the expansion of digital media and the urgency of integrating tradition into the virtual universe. In addition, the study addresses the definition of popular culture, highlighting fundamental aspects such as laws that encourage culture, the role of the Third Sector, and the impacts of digitalization on contemporary culture. The methodology involves a content analysis based on bibliographic and documentary research, as well as semi-structured interviews with local quadrilheiros, seeking to identify the opportunities and challenges that arise in adapting to the digital environment to improve the professionalization of the groups. It is concluded that João Pessoa's stylized square dances represent a fusion of traditional and contemporary elements, consolidating the concept of spectacle in popular culture and reinforcing its relevance in contemporary times. Editor: Universidade Federal da Paraíba Tipo: TCC 2024-10-24T00:00:00Z https://repositorio.ufpb.br/jspui/handle/123456789/32650 Título: Cultura popular e comunicação digital: as quadrilhas juninas estão online. Autor(es): Silva, Natã José Rodrigues da Orientador: Paiva, Jamile Abstract: The professionalization of the quadrilhas juninas gained momentum in the 1980s, encouraging popular groups to modernize their traditions and giving rise to stylized quadrilhas. Focusing on more elaborate competitions and presentations, these new versions have become a reference throughout Brazil. This research seeks to analyze how the stylized quadrilhas of João Pessoa operate in the virtual environment, identifying the strategies employed to professionalize popular culture in this context. The relevance of the investigation lies in the need to understand cultural adaptations in the face of the expansion of digital media and the urgency of integrating tradition into the virtual universe. In addition, the study addresses the definition of popular culture, highlighting fundamental aspects such as laws that encourage culture, the role of the Third Sector, and the impacts of digitalization on contemporary culture. The methodology involves a content analysis based on bibliographic and documentary research, as well as semi-structured interviews with local quadrilheiros, seeking to identify the opportunities and challenges that arise in adapting to the digital environment to improve the professionalization of the groups. It is concluded that João Pessoa's stylized square dances represent a fusion of traditional and contemporary elements, consolidating the concept of spectacle in popular culture and reinforcing its relevance in contemporary times. Editor: Universidade Federal da Paraíba Tipo: TCC 2024-10-24T00:00:00Z https://repositorio.ufpb.br/jspui/handle/123456789/31313 Título: A integração da inteligência artificial generativa nas práticas e relações públicas: uma revisão sistemática da literatura. Autor(es): Feitosa, Kaira Lorrane Teixeira Orientador: Brasileiro, Fellipe Sá Abstract: The integration of generative artificial intelligence in Public Relations practices is an emerging and poorly understood phenomenon in both academic and professional realms, despite sparking controversial positions regarding technology adoption, ensuing challenges, and coping strategies. To comprehend current evidence surrounding this phenomenon, this article examines how the integration of generative artificial intelligence in Public Relations practices is portrayed in recent scientific literature. To achieve this, we opted for a systematic literature review method across Scopus, Web of Science, and Scielo databases. It was observed that the adoption of generative artificial intelligence in Public Relations practices occurs in crisis prediction, report generation, data analysis, chatbots, and institutional campaigns. Some studies indicate that professionals face challenges in adaptation, understanding technology concepts and impacts, such as biases, algorithmic biases, misinformation, superficial relationships with audiences, transparency, and job loss. Studies suggest that in face of these challenges, Public Relations professionals should adopt a critical and humanized perspective to comply with ethical and social responsibilities. Furthermore, they suggest the use of risk and opportunity analyses, and definition of economic, social, and political scenarios. It is concluded that existing literature is still in its infancy and lacks deeper insights into practices affected by generative artificial intelligence, as well as studies addressing necessary regulations for developing strategies and boundaries allowing civilized integration. Editor: Universidade Federal da Paraíba Tipo: TCC 2024-05-06T00:00:00Z https://repositorio.ufpb.br/jspui/handle/123456789/31312 Título: Comunicação comunitária nas redes sociais digitais : análise do perfil da Associação das Prostitutas da Paraíba no Instagram. Autor(es): Osoegawa, Gabriela Moura Orientador: Oliveira, Josilene Ribeiro de Abstract: The present work aims to analyze how APROS-PB communication in digital media can contribute to the deconstruction of stereotypes associated with sex workers. The theoretical contribution articulates the social context of prostitution in Brazil, the role of community communication in social networks and the role of Public Relations in social movements. The methodology adopted was qualitative, using exploratory and descriptive research and the content analysis technique. The technical procedures include bibliographical research and data collection on the APROS-PB online profile. The results indicate that the Instagram profile presents content that seeks to destigmatize prostitutes from the image of victims. The study observes the role of Public Relations in relation to social movements, highlighting it not as a mediator, but as a facilitator of the representation of organizations. Editor: Universidade Federal da Paraíba Tipo: TCC 2024-05-08T00:00:00Z