Analysis of posts about Univates's planetarium on the social web

Abstract

This article analyzes the digital presence of a mobile planetarium linked to Univates on the social media platform Facebook. The corpus of analysis consists of all posts published by {different public profiles} between 2013 and 2025 and was subjected to {metric and semantic analysis}. Analysis of {the posts that received the most reactions} identified three thematic axes: institutional projection and external recognition; affectivity and sensory experience; and social impact and popularization of science. In terms of relationships, three semantic networks were highlighted: education, fair, and planetarium. The results indicate that {these discourses highlight the potential of informal spaces for scientific dissemination and the popularization of astronomy}. These discursive cores express {a public perception of the planetarium that recognizes its scientific, affective, cultural, and educational value}, reflecting the scientific authority conferred on the university as a center for producing and disseminating knowledge.