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This article followed the following question: how does Recife Botanical Garden (RBG) use Instagram to communicate with its audience? Thus, the general objective of the work was to investigate how the use of social media Instagram by the RBG team is evidenced. The research adopted a primarily qualitative approach, although it used some percentage data to clarify trends, but nothing that implied the use of sophisticated statistical treatment. It also used the netnographic methodological proposal. A qualitative mapping of the content of RBG 's Instagram posts was carried out, from November 24, 2016, to March 15, 2020, when 766 posts and 25,400 followers were counted. All steps were organized, with their respective descriptions, likes, comments and captions. The mapping of RBG posts on Instagram was carried out considering the criteria described by Jarreau, Dahmen and Jones. The analyzes carried out in the present investigation showed that mediation was little observed. However, it should be clarified that this lack of mediation is not exclusive to RBG, they are common difficulties presented by similar institutions. The lack of greater interaction with the public, failing to generate feedback, can be considered a gap in communication. The mediation channel could interact even after the physical or digital visit. It was possible to notice little presence of the human element in the posts. It was noticed that, apparently, the level of engagement presents in the interaction between RBG and its audience through Instagram can improve and reach levels more suited to its institutional mission. In the final considerations, opportunities for improvement in the interaction between JBR and its visiting public are indicated. [ABSTRACT FROM AUTHOR]

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Copyright of Investigações em Ensino de Ciências is the property of Instituto de Fisica-UFRGS and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Investigações em Ensino de Ciências is the property of Instituto de Fisica-UFRGS and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)