Facebook as a tool in cultural design: a behavioral analysis of interactions at Curitiba's city hall Facebook page

Author(s)

Heitor Marques Miranda

• Document type: Master's Dissertation
• Press: Bauru. 2017-11-28.
• Institution: Universidade Estadual Paulista (Unesp). Faculdade de Ciências. Bauru
• Defense date: 2017-09-28
• Advisor: Kester Carrara

Abstract

The relationship between Behavior Analysis (BA) and technology is not new. From the beginning Skinner took advantage of such relationship to develop creative solutions that shaped the directions of the science he studied. Skinner has also always pointed the need for behavioral analysts to engage in social and cultural issues, but until recently this was a relatively neglected field by most researchers in the area. Those who take on such a challenge are faced with discussions indicating the need for solutions to social problems involving technological trends and that are not so limited by constraints of space and time. In this sense, social networks are introduced. The number of these networks‟ users is increasing, along with time they spend connected. This study seeks to present Facebook as a useful tool for cultural planning, based on 1) quantitative analysis of the number of likes, comments and shares, as well as the form the content was presented in the publications and 2) qualitative analysis of publications and comments observed on Curitiba‟s City hall Facebook page, based on the concept of three-term contingency. Through analysis it was possible to point out the use of the social network as a tool that can put citizens in contact with the collective and long-term effects of their behavior, establish rules and specify contingencies, and enable citizens to participate in the public policies debate. Finally, we point out some strategies observed on the city hall‟s page and in literature that can extend the reach of cultural design. (AU)

• FAPESP's process: 15/12096-8 - Facebook as a tool for cultural planning: a behavioral analysis of the interactions between social network users
• Grantee: Heitor Marques Miranda
• Support Opportunities: Scholarships in Brazil - Master