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J. M. P. Ribeiro et al.
with the use of primary and secondary data in the context of the projects focused
on the sustainability of the University of the South of Brazil (UNISUL). From the
categories defined by Ribeiro et al. (2017), were identified the two projects focused
on green infrastructure in campus and another project focused on environmental education. From these interviews the authors have identified failures in communication
which may compromise the success of the green campus initiatives in the university
according to Table 3.
The discussion and data analysis begin in the following topic. With the data
collected in the context of green campus initiatives and from the further questions
generated in the subject university, the results contribute to the knowledge found
in the existing, presented literature and from the information presented in Table 3.
Finally the limits and possibilities for the implementation of initiatives and strategic
actions of communication and green campus promotion are evaluated.
5 What Can We Learn from Data
It has been proved through the interviews and observations that all the projects presented strategic communication failures. None of them managed to establish relation
channels which are capable of informing campus users, the community and all parts
of society about green campus initiatives done by the university, as da Conceição
Golobovante (2010) suggests. The perception of the importance of communication
becomes clear in all of the interviews. However, in all the cases, the interviewees
make it clear that there are no execution plans for communication in the short period.
This lack of action in communication plans can happen mainly due to the complexity of the interactions. According to Da Costa Bueno (2012), communication
involves political engagement, starting from the top of the organizational pyramid
to the base, involving different social actors, such as government, civil society and
non-governmental organizations. The hierarchy is strong inside the university and
it has distanced from working classes and has created perceptions that some are
“more heard” than others. It is clear in the affirmation of Interviewee 6 (2016), that
the project was started without the knowledge of the university because the lack of
communication regarding sustainability efforts to managers, especially in regards to
cost.
Another fact in communication failures are the inequalities in information access.
In the Solar University initiative, the responsible employee did not know basic data
about the project, such as its objective or publicity. He did not communicate with the
managers or get information about the initiative in eight months. The same way that
the manager of the project did not know which employee was responsible for the
operacional monitoring of the project. In the PECS, the problems in access to information was related mainly to the failure in promotion inside the campus. Although
the project comes with a website it is out of date, including researches who do not
integrate the group anymore. An alternative to mitigating the problem of inequalities
J. M. P. Ribeiro et al.
with the use of primary and secondary data in the context of the projects focused
on the sustainability of the University of the South of Brazil (UNISUL). From the
categories defined by Ribeiro et al. (2017), were identified the two projects focused
on green infrastructure in campus and another project focused on environmental education. From these interviews the authors have identified failures in communication
which may compromise the success of the green campus initiatives in the university
according to Table 3.
The discussion and data analysis begin in the following topic. With the data
collected in the context of green campus initiatives and from the further questions
generated in the subject university, the results contribute to the knowledge found
in the existing, presented literature and from the information presented in Table 3.
Finally the limits and possibilities for the implementation of initiatives and strategic
actions of communication and green campus promotion are evaluated.
5 What Can We Learn from Data
It has been proved through the interviews and observations that all the projects presented strategic communication failures. None of them managed to establish relation
channels which are capable of informing campus users, the community and all parts
of society about green campus initiatives done by the university, as da Conceição
Golobovante (2010) suggests. The perception of the importance of communication
becomes clear in all of the interviews. However, in all the cases, the interviewees
make it clear that there are no execution plans for communication in the short period.
This lack of action in communication plans can happen mainly due to the complexity of the interactions. According to Da Costa Bueno (2012), communication
involves political engagement, starting from the top of the organizational pyramid
to the base, involving different social actors, such as government, civil society and
non-governmental organizations. The hierarchy is strong inside the university and
it has distanced from working classes and has created perceptions that some are
“more heard” than others. It is clear in the affirmation of Interviewee 6 (2016), that
the project was started without the knowledge of the university because the lack of
communication regarding sustainability efforts to managers, especially in regards to
cost.
Another fact in communication failures are the inequalities in information access.
In the Solar University initiative, the responsible employee did not know basic data
about the project, such as its objective or publicity. He did not communicate with the
managers or get information about the initiative in eight months. The same way that
the manager of the project did not know which employee was responsible for the
operacional monitoring of the project. In the PECS, the problems in access to information was related mainly to the failure in promotion inside the campus. Although
the project comes with a website it is out of date, including researches who do not
integrate the group anymore. An alternative to mitigating the problem of inequalities