Dimensões da gestão pública nos embates de opinião pública: uma proposta de framework

Abstract

The present work intends to prove the visceral importance that the clashes of Public Opinion have to directly influence the aspects concerning Public Management in the conjuncture of democracy. Be it in your decisions, in the choices of your agents, in the scheduling of priorities. From actions to planning, as well as the relationship with the other institutions, the third sector, and the powers of the republic, they increasingly pass in qualitative terms, through elements that conform as a result of these increasingly fierce narrative disputes. That are given by the pursuit of hegemony of popular membership on some level. We try to prove that this search for social legitimacy by the public agent must take place permanently in order to achieve the desired success. And all these observed aspects occur at a time when information, through digital channels, is becoming faster, cheaper to disseminate and very fluid and plural. Information as an important raw material of this battle is a concern that we will have throughout this research, with a Governmental Marketing view to improve the procedures used in these clashes, based on what the case study indicates. It may have elements in it that generate inspiration for the constitution of a generic model in order to become a useful instrument of wider value. That provides a framework that can guide what we understand to be a public sector need to manage this condition of democracy. In other words; provide a manual that allows thinking in terms of managing public opinion clashes as effectively and scientifically as possible. With these considerations, we will use important classical theories of political science and media that address the problem of Public Opinion to support practical management suggestions for the routine of public administration. Therefore, our hypothesis seeks to affirm Public Opinion as being an intangible factor of the administrative issues in the modern political system that still deserve equivalent attention to the tangible sectors of the public manager's action. With this approach we chose to call this panorama of interconnections of our work the 'Public Opinion Factor'. A factor that occurs through 5 dimensions, which are the lands with their motives and rules where these clashes pertinent to the field of Public Management occur. Finally, we aim, through a detailed case study, to prove that management techniques are needed to give you the 5 dimensions in which these disputes occur. They are: The Dimension of Administrative Clashes; that of political clashes; the one concerning the electoral disputes; those involving Image Crises and lastly, the clashes that deal with Manager Reputation.