Scientific Communication at CNPq: Perceptions, Challenges, and Social Reach

Adriana Fontes do Amaral Borges; Ana Carolina Benites Aquino

DOI: 10.22167/2675-6528-202602604

Article derived from a Course Conclusion Work (TCC), with content based on the student’s original work and adapted to the editorial format of the E&S Magazine with the support of the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege for textual synthesis and organization.

Summary

Institutional scientific communication faces growing challenges of visibility and accessibility in the face of transformations promoted by the contemporary digital environment. The study analyzed the scientific dissemination strategies adopted by a federal public body for the promotion of Science, Technology, and Innovation, located in Brasília, DF. The objective was to identify limitations and propose improvements for institutional strengthening and the expansion of social engagement. The research adopted a quantitative approach, with a field survey conducted through the application of questionnaires to the institution’s internal and external audiences. The results showed a mismatch between the formal channels institutionally prioritized, such as corporate email and the official website, and the preferred means of information consumption by the external public, characterized by intense use of social networks and digital platforms. It was found that excessively technical language constitutes a barrier to public understanding, while visual formats and accessible content were more effective. Internally, collaborators recognized the limited social understanding of the institutional mission and expressed interest in training to improve communication. It was concluded that strengthening scientific dissemination depends on the adoption of more accessible, dynamic, and aligned communication strategies with contemporary informational practices, focusing on user experience and internal communication.

Keywords: Institutional communication; Scientific dissemination; Public engagement; Accessible language; Digital media.

1. Introduction

The National Council for Scientific and Technological Development (CNPq) is established as one of the main agencies for fostering science, technology, and innovation (STI) in Brazil. Founded in 1951, the body plays a fundamental role in the formulation and strengthening of national scientific policy, encouraging research, the training of qualified human resources, and the production of knowledge in various areas. Its institutional trajectory demonstrates the strategic relevance of public investment in science for the social, economic, and technological development of the country.

In recent years, CNPq has expanded its activities in initiatives focused on scientific dissemination, although the broader coordination of these actions is linked to the Ministry of Science, Technology and Innovation (MCTI). In this context, the creation of the National Program for the Popularization of Science (Pop Ciência), under the leadership of MCTI, represents an important milestone by proposing actions aimed at democratizing access to knowledge, stimulating public interest in science, and promoting social inclusion through S&T&I.

Scientific dissemination therefore takes on a strategic character by promoting the approximation between science and society. More than simply disseminating information, it contributes to the development of critical thinking, the strengthening of scientific culture, and the expansion of public trust in research institutions. The specialized literature highlights that, by also configuring itself as a form of political communication, scientific dissemination must consider dimensions such as institutional credibility, accessible language, social participation, and the building of a bond with different audiences (Brossard and Scheufele, 2013; Schäfer, 2012).

However, recent transformations in the modes of circulation and consumption of information impose new challenges on institutional communication. The digital environment, characterized by speed, interactivity, and the centrality of social media, redefines the forms of production, mediation, and reception of content. In this scenario, it becomes increasingly necessary for scientific institutions to adapt their communication strategies to the dynamics of digital platforms, in order to expand their reach and engagement capacity (Datareportal et al., 2024).

It is in this scenario that the present investigation is inserted, motivated by the need to understand how research promotion institutions can optimize their communication in a constantly evolving digital environment. The central problem lies in the gap between traditional communication practices and the expectations of contemporary audiences, who demand more accessible and dynamic content. The relevance of this study lies in the possibility of offering subsidies for the improvement of institutional scientific communication in Brazil, discussing the limits and potentialities of the strategies adopted by CNPq. Thus, the study may contribute to the development of more effective public communication practices and policies, strengthening the link between science, State, and society. The objective is to analyze the scientific dissemination strategies currently adopted by CNPq, with an emphasis on their communication effectiveness, the challenges faced, and the perceptions of both the professionals responsible for these actions and the external public.

2. Material and Methods

The present investigation adopted a quantitative methodological approach, with the purpose of analyzing the scientific dissemination strategies of the National Council for Scientific and Technological Development (CNPq). The study focused on communicational effectiveness, inherent challenges, and the perceptions of the professionals involved and the external public. The research was conducted through a field survey, using structured questionnaires as the main data collection instrument.

The elaboration of the questionnaires required methodological rigor and attention to the conversion of study objectives into clear and analyzable questions. According to Vieira (2009), the construction of such an instrument demands technical knowledge and sensitivity to reconcile scientific objectivity with the understanding of human dimensions. Thus, the formulation of the questions, the logical organization, and the adequacy of the content to the profile of the interviewees were carefully planned.

For data collection, two distinct audiences were defined. The first, called the external audience, was composed of individuals from the general society, aged over 18 years. The second, the internal audience, included servers and collaborators linked to CNPq, located in Brasília, DF. The segmentation aimed to compare the perceptions of the external audience about the institution with the level of knowledge and involvement of the internal audience in scientific dissemination practices.

The choice of structured questionnaires, applied in a digital environment, allowed for the acquisition of standardized data, essential for subsequent tabulation and quantitative analysis. A sample of approximately 100 participants was estimated, distributed between the two investigated audiences, seeking to ensure the representativeness necessary for the proposed objectives.

The construction of the questionnaire for the external audience began with an exploratory survey, which identified relevant themes and dimensions for the study. Based on this survey, a preliminary version of the instrument was developed. This version was reviewed by a group of collaborators, who assessed the relevance, clarity, and objectivity of the questions, resulting in the consolidation of the final version.

The form for the external public was structured on the digital platform Google Forms (Annex I), with a logical sequence that facilitated understanding and completion by the interviewees. Before large-scale application, the questionnaire was submitted to a pre-test with a small group of participants. This stage allowed for the evaluation of question clarity, response time, and item order adequacy, and final adjustments were made based on the results obtained.

The dissemination of the external questionnaire occurred through digital means, aligned with the profile of the target audience and the research objectives. To facilitate participation via mobile devices and broaden the collection’s reach, a quick access code version (QR Code) was used. This strategy aimed to favor the active search for participants and maximize adherence.

The questionnaire for the internal public (Annex II) was also formulated for application in a digital environment. However, its implementation required specific institutional procedures, including prior authorization from the competent CNPq instances. Initially, the instrument was submitted for appraisal by the institutional communication area, which forwarded the request for superior analysis and approval.

During the waiting period for formal approval, broad dissemination of the questionnaire among the institution’s members was not possible. However, preliminary tests were conducted with a small group of collaborators, which allowed for the refinement of the questions’ wording and the form’s organizational logic, ensuring its suitability before the official release.

After institutional authorization, a research presentation message was drafted and sent through CNPq’s official internal communication channel to all members. However, a limitation was observed in the initial response rate, which led to the adoption of complementary awareness and participation incentive strategies, such as in-person approaches in different sectors of the agency, with the provision of a QR Code for direct access to the form.

Regarding ethical considerations, data collection was conducted anonymously, ensuring that respondents could not be individually identified. The data were collected and analyzed in an aggregated manner, preserving the anonymity and privacy of the participants. This measure ensured the confidentiality of the information and respect for the rights of those involved in the research.

The data analysis technique consisted of tabulating and organizing the responses obtained through the questionnaires. The data were processed to identify patterns and trends, allowing for a comparative analysis between the perceptions of internal and external audiences. The adopted methodology sought to ensure the widest reach in data collection, respecting the specificities of each audience and guaranteeing the consistency of information for the analysis of the proposed objectives.

3. Results and Discussion

The research conducted outlined a comprehensive overview of institutional scientific communication in a federal public body for the promotion of Science, Technology, and Innovation, located in Brasília, DF. The results obtained from data collection with two distinct audiences, internal and external, revealed significant differences in perceptions and expectations regarding scientific dissemination strategies. In general, a mismatch was observed between the communication channels and formats prioritized by the institution and the information consumption preferences and habits of its audiences, which points to the need for strategic improvements to strengthen social engagement and institutional visibility.

Regarding the participants’ profile, the internal audience sample was predominantly composed of professionals with more than ten years of affiliation with the institution. This characteristic suggests a team with high organizational maturity and consolidated intellectual capital, which lends depth and experience to their perceptions of institutional communication. The external audience, on the other hand, with a sample of one hundred individuals, presented a high level of education, with the majority being people with complete undergraduate or postgraduate degrees, and over 45 years of age. These profiles indicate that the analyses were built from segments with a significant informational repertoire, which reinforces the consistency of the evaluations presented.

External audience analysis

The survey conducted with the external public revealed that the majority of participants, approximately 80%, had already heard of the organization. This initial familiarity is a positive indicator of institutional recognition. The most frequent association with the organization was with the promotion of scientific research, mentioned by 95% of respondents, and with the granting of scholarships, cited by 50.5%. This data demonstrates that the institution has a considerable level of recognition and that its primary functions are widely understood by the public. However, this recognition did not translate into direct involvement, as only 12% of respondents stated they had participated in any program funded by the organization.

The evaluation of institutional communication by the external public was predominantly critical. A significant portion of respondents classified the dissemination promoted by the institution as insufficient, barely visible, or difficult to access. This perception suggests that, despite the recognition of the body’s name and functions, its communication presence and the clarity of the information provided still face significant limitations. Such a scenario indicates that the institution is not succeeding in converting its recognition capital into active engagement and a deep understanding of its actions, which compromises the effectiveness of its communication.

Regarding information consumption habits, the study showed a clear predominance of the use of social networks and large-circulation digital platforms. News websites were indicated by 71.7% of respondents as a source of information, followed by social networks (52.8%) and platforms such as YouTube and Podcasts (49.1%). This finding reinforces the need for the institution’s communication strategies to adapt to the digital environment, using languages and formats compatible with contemporary information access habits. Persistence in traditional channels may result in low visibility and limited reach, distancing the public from scientific information.

Additionally, approximately 90% of external interviewees expressed the need for greater investment in accessible language and audiovisual formats. The preference for materials such as educational videos, infographics, and visual content was notable, with 81.3% indicating social media, 75.8% dissemination in universities, and 72.5% partnership with influencers as efficient formats. This demand contrasts with the predominance of denser technical documents, suggesting that increasing the effectiveness of institutional scientific dissemination depends not only on presence in digital channels but also on the suitability of the form and language of the produced content. Effective communication, in this context, requires a more didactic and engaging approach.

In summary, the external public’s results indicate that, although the institution is recognized for its relevance in fostering research, its capacity for communication with society is perceived as weak. This weakness is manifested in insufficient dissemination, difficulty in accessing information, and excessively technical language. The demand for more accessible, dynamic strategies aligned with current information circulation practices, especially in digital environments and through visual and audiovisual formats, is a crucial point for improving institutional scientific communication.

Internal audience analysis

The internal survey, which involved 105 collaborators, revealed a team with significant institutional maturity, with the majority of respondents having more than ten years of affiliation with the organization. This longevity in the staff indicates a deep knowledge of processes and organizational culture, which is an important asset for the institution. The employees’ tenure, with 51.4% having more than ten years with the company, reflects a robust intellectual capital and a solid base of experience that can be mobilized to improve institutional communication.

Regarding the recognition of institutional functions, the results showed a high level of internal knowledge. About 92% of participants correctly identified research funding as one of the body’s main responsibilities, and 78% mentioned the maintenance of the Lattes Platform as an essential activity. These data demonstrate that collaborators have an expressive understanding of the institution’s core competencies. However, conceptual misunderstandings were identified, with some interviewees attributing functions to the body that do not directly belong to it, such as the supervision of basic educational policies or the organization of cultural events. These imprecise interpretations suggest gaps in the understanding of the limits and specificity of institutional action, even among collaborators themselves.

In the field of communication, the results revealed a critical perception on the part of collaborators. The vast majority of respondents considered that society does not fully understand the role played by the institution. This data is particularly relevant, as it indicates that the communication insufficiency is not only perceived externally, but is also recognized internally by the professionals who experience the organizational routine. This internal self-criticism reinforces the urgency of actions to improve the clarity and reach of institutional communication, aligning internal expectations with external perception.

Although a significant portion of employees stated they felt capable of explaining the body’s role, with 53.3% indicating they could explain clearly and 41.9% having a general idea, the majority expressed interest in receiving complementary training. Employees expressed a desire to act more safely and qualifiedly as institutional outreach agents, with 52.4% indicating interest in recent training and 21% in training from a longer time ago. This demand for scientific communication training highlights the recognition of the importance of effective communication and the internal willingness to actively contribute to strengthening the body’s image and mission within society.

In summary, the analysis of the internal audience reveals an experienced team with good knowledge of CNPq’s central functions, but which also identifies flaws in the institution’s social understanding and demonstrates interest in improving its own communication skills. The perception that society does not fully understand the agency’s role, combined with the demand for training, suggests that institutional scientific communication depends not only on formal channels but also on the preparation of the internal audience to act as a mediator between the institution and society. The communication training of public servants can, therefore, constitute a strategic element to strengthen the institutional image and broaden public understanding of the agency’s functions.

Comparative discussion and critical analysis

The comparison between the data obtained from the internal and external audiences allows for the identification of important differences regarding the profile of the interviewees, the degree of proximity to CNPq, the level of knowledge about the institution, and perceptions about its scientific communication. While the internal audience demonstrates greater familiarity with the structure and functioning of CNPq, due to their direct experience in the institutional environment, this proximity does not completely eliminate gaps in understanding, with some interviewees presenting partial or imprecise knowledge about the agency’s attributions. The external audience, on the other hand, recognizes CNPq mainly for its role in fostering research and granting scholarships, but tends to present a broader and less detailed view of its functions.

Regarding the perception of institutional communication, an important convergence is observed between the two groups. Both internal and external audiences identify weaknesses in the way the institution communicates its mission, actions, and opportunities. Among the organization’s collaborators, the perception prevails that society insufficiently understands CNPq’s role, reinforcing the need for greater institutional alignment and communication training. Among external interviewees, in turn, the assessment stands out that information is poorly disseminated, difficult to locate, and, in many cases, presented in excessively technical language.

The comparison of preferred channels and formats also highlights a disconnect between institutionally privileged channels and the informational habits of the external audience. While the internal audience still relies primarily on formal channels, such as institutional emails, the official portal, and interpersonal exchanges in the workplace, the external audience demonstrates a preference for social media, videos, podcasts, and rapidly circulating digital content. This contrast suggests that CNPq’s communication remains strongly anchored in traditional institutional logic, while its external audiences are immersed in more agile, visual, and interactive media dynamics, which limits the reach and effectiveness of its messages.

This scenario can be interpreted in light of Kotler’s (2021) discussion on the so-called “digital divide,” which describes the difficulty of traditional institutions in keeping up with the transformations in consumption patterns and information circulation. In the analyzed case, this gap is expressed both in the difference between the channels used by each audience and in the demand, especially external, for more accessible, objective formats compatible with the digital environment. By not fully adapting to these new dynamics, the institution runs the risk of losing relevance and visibility among significant segments of society.

The demands from the external public for explanatory videos, infographics, and simplified language reinforce the understanding that scientific dissemination must go beyond the mere availability of technical information. As argued by Bueno (2010), communicating science implies democratizing access to knowledge, making it intelligible to non-specialized audiences. Thus, the recurring criticism of the low accessibility of institutional communication reveals the need for a more pedagogical, inclusive strategy oriented towards mediation between science and society, transforming complex data into comprehensible and engaging narratives.

Furthermore, the observed internal stakeholder concerns regarding the agency’s responsibilities highlight the importance of strengthening internal communication. This issue can be related to Aaker’s (2015) perspective, according to which the consistency of institutional identity depends on strategic clarity and coherence among the organization’s various touchpoints with its publics. When the institution’s own members do not share a fully aligned understanding of its mission, the external projection of the brand tends to weaken, impacting the credibility and effectiveness of external communication.

Another relevant aspect concerns the preference, especially from the external public, for visual formats and brief content. In a context marked by the attention economy, materials that favor quick reading, immediate comprehension, and greater visual appeal tend to be more effective than lengthy and excessively bureaucratic texts. Thus, the adoption of audiovisual formats and accessible language should not be understood as undue simplification, but as a fundamental strategy to broaden the reach and effectiveness of institutional scientific communication, making it more attractive and relevant to contemporary society.

Finally, the comparative analysis shows that CNPq has significant symbolic capital, especially within the academic community, but still faces difficulties in translating this recognition into broader and more effective social communication. In this regard, the results point to the need to articulate internal and external communication more strategically, strengthening internal marketing, training staff, and expanding institutional presence in channels and formats more aligned with the informational habits of contemporary society. This integrated approach is essential for the agency to fulfill its role in fostering science and technology, while simultaneously promoting public engagement and understanding of its mission.

4. Conclusion

The study analyzed the scientific dissemination strategies adopted by a federal public agency for fostering Science, Technology, and Innovation, seeking to identify its limitations and propose improvements for institutional strengthening and the expansion of social engagement. A notable mismatch was observed between the formal channels prioritized by the institution, such as corporate email and the official website, and the external public’s preferred means of information consumption, characterized by intense use of social networks and digital platforms. It was found that excessively technical language represented a significant barrier to public understanding, while visual formats and accessible content were perceived as more effective. Internally, collaborators acknowledged the limited social understanding of the institutional mission and expressed interest in training to improve communication, indicating self-criticism and a willingness to develop new communication skills.

The main contribution of this work lies in the proposition of a path for strengthening scientific dissemination, which requires the adoption of more accessible, dynamic, and aligned communication strategies with contemporary informational practices, focusing on user experience and internal communication. Although the research faced the limitation of a restricted response rate from the internal audience, which demanded complementary data collection strategies, the results obtained made it possible to highlight the need for the institution to overcome the “digital divide” and articulate internal and external communication more strategically. It is suggested that future studies explore the implementation and impacts of training programs in scientific communication for servers, as well as the evaluation of the effectiveness of new digital formats and channels in expanding public engagement with science.

Bibliographic References

Aaker, D.A. 2015. Criando Marcas Fortes. Bookman, Porto Alegre, RS, Brasil.

Brossard e Scheufele, 2013 [Referência completa não encontrada no documento original]

Bueno, W.C. 2010. Comunicação científica e divulgação científica: aproximações e rupturas conceituais. Informação & Informação 15(1): 1-12.

Datareportal et al., 2024 [Referência completa não encontrada no documento original]

Kotler, P.; Kartajaya, H.; Setiawan, I. 2021. Marketing 5.0: Tecnologia para a Humanidade. Sextante, Rio de Janeiro, RJ, Brasil.

Schäfer, 2012 [Full reference not found in the original document]

Vieira, 2009 [Full reference not found in the original document]

Article originating from the Final Course Work of the Specialization in Marketing of the MBA USP/Esalq

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