Science in the language of social networks

contribution of the UEA tourism observatory’s “Comunica” project to the scientific dissemination of research on social media

Authors

DOI:

https://doi.org/10.59776/2764-5835.2026.8315

Keywords:

Extension, Comunication, Tourism, Instagram, Scientific dissemination

Abstract

The “Comunica” project, linked to the UEA Tourism Observatory extension program, acts as a driver for the scientific dissemination of data structured and organized by the “Pesquisa” (Research) project, utilizing the program’s primary social media channel: Instagram. The general objective of this research is to understand Instagram's role as a tool for scientific communication and to analyze dissemination strategies and their impacts, specifically reach, views, and interactions, based on insights provided by the platform itself. The methodology was grounded in a case study of the project, alongside a literature review covering tourism, communication, and scientific dissemination. An analysis of engagement metrics reveals positive results regarding content dissemination. Consequently, it is concluded that Instagram serves as an effective bridge between the university and society. The project not only democratizes access to information on local tourism but also validates the importance of contemporary digital media as strategic tools for popularizing science and strengthening the tourism sector.

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Author Biographies

Giulyana Monteiro Pascarelli, Universidade do Estado do Amazonas

Discente de Bacharelado em Turismo e bolsista de extensão pela Universidade do Estado do Amazonas (UEA), Manaus, Amazonas, Brasil.

Maria Helena dos Santos Sampaio, Universidade do Estado do Amazonas

Discente de Bacharelado em Turismo e bolsista de extensão pela Universidade do Estado do Amazonas (UEA), Manaus, Amazonas, Brasil.

Márcia Raquel Cavalcante Guimarães, Universidade do Estado do Amazonas

Doutora em Turismo e Hotelaria pela Universidade do Vale do Itajaí (UNIVALE). Docente da Universidade do Estado do Amazonas (UEA), coordenadora e pesquisadora do Observatório de Turismo da UEA, Manaus, Amazonas, Brasil.

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Published

2026-09-11

How to Cite

MONTEIRO PASCARELLI, Giulyana; DOS SANTOS SAMPAIO, Maria Helena; CAVALCANTE GUIMARÃES, Márcia Raquel. Science in the language of social networks: contribution of the UEA tourism observatory’s “Comunica” project to the scientific dissemination of research on social media. BRAZILIAN JOURNAL OF TOURISM OBSERVATORIES (ReBOT), [S. l.], v. 5, n. 1, p. 138–155, 2026. DOI: 10.59776/2764-5835.2026.8315. Disponível em: https://homologacaoperiodicos.apps.uern.br/index.php/ReBOT/article/view/8315. Acesso em: 20 sep. 2026.

Issue

Vol. 5 No. 1 (2026): Publicação Contínua

Section

Articles

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Copyright (c) 2026 BRAZILIAN JOURNAL OF TOURISM OBSERVATORIES (ReBOT)

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