Digital Marketing in Postgraduate Programs in Information Science

Youtube analysis

Abstract

This work is anchored on the following problematic: Is there presence of content prepared by Brazilian Postgraduate Programs in Information Science (PPGCI's) on YouTube as a Digital Marketing strategy? Having as a general objective to analyze the YouTube channels of the PPGCI's as to the content of their disclosures. The adaptation of the current Information and Knowledge Society to the digital age has enabled Digital Marketing to undergo a strategic change, impacting on the structure, culture and organizational processes through technologies and the Internet. Youtube reveals itself as a current, strategically efficient strategy for the promotion of organisations. It is even accessible in the scientific-educational area, as a promoter of the discourses of the respective areas from which it comes. Methodologically it is a comparative, exploratory and descriptive study, of quali-quantitative approach, which uses documentary and field sources and content analysis. We identified the growth of content created, especially, after the emergence of the pandemic started in 2019 by the SARS-CoV-2 virus. The content available on Youtube, in some graduate programs previously little created or accessed, have become programs of greater visibility, giving the Digital Marketing a greater responsibility regarding the production of information, since it is necessary to create content periodically, but that is not something repetitive that can tire the audience.