A comunicação digital como mediadora de trilhas de aprendizagem personalizadaschatbots educacionais

Resumo

This research investigates educational chatbots on messaging platforms, with a focus on WhatsApp as communicational mediation devices embedded in digital platform ecosystems, focusing on the construction of learning pathways mediated by artificial intelligence. Grounded in the field of Digital Communication and Data Culture, the study adopts the concept of platform society to analyze how institutional decisions, technical architectures, and practices of use are articulated in the educational experience, particularly in messaging interfaces such as WhatsApp. The research is guided by the hypothesis that, although these systems are often presented as promoters of student autonomy and engagement, such promises are realized in a conditioned manner, shaped by data logics, engagement metrics, and platform strategies. Methodologically, the study combines interviews with managers, developers, and students, quantitative data analysis, and analytical triangulation of the findings. The results indicate that personalization occurs in a controlled manner, configuring a predominantly operational form of autonomy, while human mediation remains central to educational processes. The analysis also highlights the relevance of pedagogical teams in the development of these tools as a factor that qualifies communicational mediation. As an applied outcome, the research presents a Guide of Best Practices for Educational chatbots, developed based on the empirical findings. The study contributes to debates on communication, education, and artificial intelligence by demonstrating how institutional decisions, technical architectures, and algorithmic mediations structure formative experiences in learning pathways mediated by chatbots on messaging platforms such as WhatsApp.

Ficha do documento

Tipo

Dissertação

Ano

2026

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/38635

Temas

TecnologiaEducação

Palavras-chave

Chatbots educacionaisSociedade de plataformaMediaçãoComunicação digitalPlataformização da educaçãoEducational chatbotsPlatform societyCommunicational mediationDigital Communicationplatform-mediated educationComunicaçãoChatbotsComunicações digitaisPlataformas digitaisInteligência Artificial - Aspectos educacionais