Análise da identidade, imagem e reputação do Ministério da Educação e Desenvolvimento Humano (2012-2014)

Abstract

In the debate on communication, the theme of identity, image and organizational reputation has been discussed intensively at the academic level, and in the context of public organizations This discussion has gradually aroused his interest, as it is believed that good management of identity, image and reputation is an instrument for strengthening the relationship between employees and the organization, while improving communication with its users, and as a way for the institution to have control over the minds and confidence of its external public. In this context, the present study analyzed the identity, image and reputation of the Ministry of Education and Human Development, based on the perceptions gathered from its users (students and teachers) in three school units of secondary education in the City of Maputo. The background of the research was the discussion around identity, image and reputation, where it was reflected on the one hand, on how the feeling of belonging of employees is built with the institution they represent, theMinistry of Education and Human Development, where progress has been made in advance, which is through the legal framework and the working conditions offered, and on the other hand, it has been discussed about the perception and assessment that users have of the Ministry of Education and Human Development, taking into account the four (4) dimensions: emotional, services provided, working conditions and governance offered by the analysis model. Finally, through a survey applied to users in three (3) school units carefully selected and data collected, it was found first, that the employees' feeling of belonging is not strictly guaranteed by the legal framework and working conditions, it is also done through official speeches and informal relationships at work; second, the survey ended up concluding that the image and reputation of the Ministry of Education and Human Development is low in relation to its users (students and teachers), as they do not know the current name and its slogan, the institution's electronic address and, above all, because they do not have full confidence in the institution, consider that the institution has a low level of transparency, services have undesirable quality and do not fully satisfy their users.