Comunicação pública da ciência no PELD RIPA: diagnóstico, relato de ações e proposições para divulgação científica através das mídias digitais

Abstract

The public communication of science plays a crucial role in bridging the gap between scientific research and society. This dissertation aims to diagnose, report on developed actions, and propose strategies for the scientific dissemination of the Projeto de Pesquisa Ecológica de Longa Duração do Rio Paraíba Integrado (PELD RIPA), using digital media to expand the reach and accessibility of scientific information. The adopted methodology included a descriptive study with project researchers, as well as the implementation and evaluation of scientific communication initiatives carried out on the project's Instagram account. As a key result, a Production Guide for Public Science Communication was developed, providing a step-by-step framework to assist PELD RIPA researchers in designing effective communication strategies. The guide outlines essential steps, from defining communication objectives and identifying the target audience to selecting digital platforms and producing accessible and engaging content. The analysis of digital interactions demonstrated that the strategic use of social media significantly boosts the dissemination of scientific information but requires language and format adaptations to ensure greater audience engagement and participation. The study concludes that implementing a structured communication plan, based on best practices in scientific journalism, strengthens public perception of science and contributes to the development of a more accessible and participatory citizen science.