Browsing by Issue Date, starting with "2025-06-30"
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- Brands driving social change: the impact of social brand activism on consumers pro-social and pro-environmental attitudesPublication . Miguel, Alexandra; Miranda, SandraDespite its newness, brand activism is an increasingly studied field, given the consecutive adoption of this strategy by large international brands. However, the concrete impacts of brand activism actions, particularly in terms of promoting social change (for example, by promoting attitudes in favor of society and the environment on the part of company stakeholders, such as consumers), have not yet been categorically determined. Moreover, there is also still little research on the possible factors affecting this relationship, namely regarding the emotional processes that can mediate it. In this way, this article investigates the impact of social brand activism on consumers’ pro- social and pro-environmental attitudes, and the possible mediating effect of moral elevation, analyzing the brand activism of a Portuguese retail brand. The results showed that social brand activism can directly affect the pro-social and pro-environmental attitudes of consumers. Likewise, social brand activism has indirect impacts on the pro-social and pro-environmental attitudes of this group of stakeholders, through the mediating role of moral elevation. Thus, this study allows for a better understanding of the phenomenon of brand activism and the way this strategy can contribute to generating positive social and environmental changes.
- Critical citizenship through communication and media literacy: a UNESCO chair’s contributionPublication . Bonacho, Fernanda; Alpuim, MargaridaIn an era marked by digital hyperconnectivity and profound shifts in the way individuals interact with information and with each other, the spread of disinformation and polarization challenges the foundations of democratic societies and the full exercise of citizenship. This paper presents the UNESCO Chair of Communication, Media and Information Literacy and Citizenship, held by the School of Communication and Media Studies of the Polytechnic University of Lisbon (ESCS-IPL). Grounded in UNESCO’s values, this Chair responds to contemporary media challenges through research, education, and civic engagement. This paper situates the Chair within national and international contexts, and outlines its mission, values, objectives, and key activities. The article highlights this Chair’s ambition to contribute to media and information literacy (MIL) advancement as a vital tool for inclusive, informed, and participatory societies.