Transformação digital no setor público: um estudo sobre uso de mídias sociais na prefeitura de uma capital brasileira

Abstract

The Information and Communication Technologies (ICT) supported by the internet, like social media, are contemporary means of communication and have changed the ways of relationship between individuals and organizations, with governments being a ware of this trend. Public organizations have envisioned possibilities to promote the participation of society through social media. In this context, this work aimed to understand how the city of a Brazilian capital uses social media and to identify the digital transformation process resulting from this use through a qualitative, descriptive and interpretive study. To achieve the proposed objective, an analytical theoretical model was developed through Design Science Research and the city hall of a Brazilian capital was selected and characterized as an empirical field. Data collection was carried out through document analysis, direct observation of websites and interviews. The data were categorized and analyzed in triangulation using the Adaptive Structuring Theory as an analytical theoretical lens. The results showed the administrative structure and the legal and normative framework regarding the use of social media; the actors and processes involved with the use of social media and the characteristics in herent to the digital transformation related to the use of social media. Still as results of the research, it was verified that, contrary to the initial assumption of this work, the use of social media by the city hall occurs with a formal hierarchy, although with little standardization. Despite being influenced by several actors, as presupposed, it was identified that, with respect to the use of social media by the studied city, the most influential of the mis the head of the executive branch, reaffirming the provision in the literature that digital transformation presupposes strong leadership and actively involved in the implementation and implementation of technologies, therefore, has a top-down bias. In the same sense, although there are conflicts between the actors who preside over the use of social media in the studied city hall, these are mitigated by the leader's example and encouragement regarding the adoption of the technology in question.