Antonio Fausto Neto 276 bureaucratic ritual and stated meanings associated it with a community event, also drawing attention to identifying values through which these young people often projected and nurtured their choices regarding the “way of being” of their possible masters, until then known only through third-party references. It is something different from what would become, for example, the future publicity protocol about the entrance exam, full of promises and in them residing a pragmatic and vague idea of this con- test as a kind of “passport to happiness.” The university institutional discourse of the past contemplated, in its extension actions, living beings, constituted by identities, as a possibility of qualifying the “ordinary man” (CER- TEAU, 1996; MUSIL, 2018), as someone who would not be just a client labeled according to bureaucratic codes. Its existence and potential were valued through educational services, going be- yond the offer of courses motivated by commercial promotion. More than that, students were understood as members of more complex collectives since they were recognized by variables that considered their cultural, existential, socio-psychological characteristics and dimensions, etc. Perhaps we can say that the emergence of former alumni associations is associated with the effects of the relationships that marked their ties to the university. Highlighted in their differences, but the character of an educational activity that is tentatively symmetrical, the student would create ways of maintaining a bond with the university, as a recognition of the educational training received, something that was transformed in more distant times, in the face of the advancement of the impersonal culture of the students’ digital linearization processes. The communicational matrices through which the university built links with society got merged with the logic of academic institutions, according to services that experimented with “contact strategies” based on mediational principles and not those of an advertising character or public relations. In other words, communicational action was at the service of university postulates, contrary to what happens today, when the offer of academic services is subordinated, among others, to marketing techniques and rituals from other corporate cultures, etc.
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