Descomplicada ciência : explica ou mais complica? : análise de uma ação digital da Fundação Ezequiel Dias

Abstract

This work analyzes a digital initiative by Fundação Ezequiel Dias, created in 2020 and closed at the end of 2022, due to low performance in relation to the institution's other initiatives. The analysis sought to identify errors made in the execution of the project based on the categories: planning, public and language. The selection was made in two posts from the year 2022, using the criterion of lowest and highest engagement, considering the number of likes for each one as engagement. The reflections carried out in this work demonstrate that it is necessary to invest in good planning of the Ezequiel Dias Foundation's Scientific Dissemination actions, defining and studying the audience to which one wishes to speak; knowing the operating mechanisms of the platforms used; improving the flow of materials production, delimiting the activities of each actor involved in the process (researchers, scientists and communicators); and creating guidelines for activity in the institution.