Comunicação pública, emoções e afetos: estratégias de comunicação de universidades federais no Instagram

This study reflects on public communication based on the platform society. It analyzes the discourse of Brazilian federal public universities on Instagram by focusing on strategies for capturing emotion and forming emotion in persuasive speech. Results found the mobilization of affections around the speaker (ethos) and the audience (pathos) without dispensing with public communication information (logos).