Além dos números: os desafios e as estratégias da equipe de design e audiovisual do CAEd para promover a apropriação afetiva dos dados das avaliações educacionais

Abstract

This study, developed within the professional master’s program in Public Education Management and Evaluation, stems from my experience as an audiovisual producer at the Centro de Políticas Públicas e Avaliação da Educação (CAEd). Motivated by the need to document and enhance work processes, the research investigates how the Design and Audiovisual team can enhance the understanding and use of large-scale assessment results by administrators and educators. The general objective is to describe and analyze the use of audiovisual and design resources in communicating assessment results conducted by CAEd through websites that serve as educational feedback platforms. The study examines how the appropriation of results by education professionals can benefit school networks. The theoretical framework is organized into four axes: (1) the appropriation of assessment results (Rodrigues, 2017; Burgos & Bellato, 2019; Filho, 2022), which emphasizes the central role of educational actors in transforming data into effective changes; (2) design as an ethical and strategic practice (Flusser, 2017; Cardoso, 2012), which goes beyond aesthetics to organize complex information; (3) emotion and data storytelling (DidiHuberman, 2016; Knaflic, 2018; Alcântara, 2024), where the combination of affect and clarity drives engagement; and (4) the audiovisual experience (Rezende, 2013; Galeotti, 2021; Graça, 2015; Porte, 2022), used to explore how diverse techniques can optimize data communication. The methodology combined documentary research, analysis of 2024 assessment platform data, a semi-structured interview with the professional who designed the platforms, and questionnaires applied to the target audience. These perceptions were cross-referenced with platform access metrics - views, completions, and retention rates - to evaluate the impact of videos on engagement and sharing.