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- Brands driving social change: the impact of social brand activism on consumers pro-social and pro-environmental attitudesPublication . de Matos 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.
- Cartografia fractal do olhar na cultura visual contemporânea: perceção, memória e redes de imagensPublication . Sousa, Vanda deA centralidade das imagens conduziu à consolidação da cultura visual como campo interdisciplinar dedicado à visualidade, à circulação mediática e às práticas de ver. Partindo da iconologia de Warburg e Panofsky, da fenomenologia de Merleau-Ponty e das abordagens de Mitchell e Mirzoeff, este artigo propõe o conceito de cartografia fractal do olhar como modelo da experiência visual contemporânea. Argumenta-se que a perceção visual se organiza através de padrões recorrentes que estruturam a memória das imagens, sendo compreendida como sistema fractal. A análise de A Criação de Adão, 2001: A Space Odyssey e Earthrise evidencia a reorganização da perceção e da cultura visual como sistema dinâmico em transformação contínua.
- 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.
- Experience at work: why employees experience their work differentlyPublication . Figueiredo, Paula; Lopes Miranda, Sandra MarisaResearch on Employee Experience Management (EXM) has traditionally emphasized demographic segmentation—age, gender, or educational level—as the main differentiators in how employees perceive their career path within organizations. However, this demographic focus shows fragmented evidence and limited explanatory power regarding the mechanisms that truly shape EX. To fill this gap, this study proposes a structural and contextual reformulation of EX segmentation, arguing that employee experiences vary less depending on who they are and more depending on their position within organizational systems. Using data from 403 employees across various sectors and an 18-item EXM scale covering Reputation, Recruitment, Physical, Technical, and Cultural Experiences, we performed t-tests, ANOVAs, cluster analysis, and effect size estimates. Findings show that hierarchical position is the main predictor of EX in the dimensions of Physical, Technical, and Cultural Experience, as well as in the overall dimensions, while demographic differences—especially age and education—are negligible. Employee seniority and organisational size have a significant impact on Cultural Experience, which emphasizes how socialisation and organisational structure shape the EX. These findings reveal that EX segmentation is essentially structural, underscoring the necessity of EXM strategies that prioritize employees, particularly those without management functions, and enhance cultural integration through leader communication and onboarding procedures.
- Feel the brand: how FNAC Live’s experiential marketing impacts brand perceptionPublication . Martins, Ana Carolina; Silvestre, Cláudia; Figueiredo Pina, HelenaThe rise of the Internet, driven by the widespread adoption of smartphones, has transformed consumers into informed and discerning individuals who can research and engage with products and services anytime and anywhere. In this evolving landscape, brands are increasingly focused on creating meaningful experiences that deepen consumer relationships, moving beyond mere product sales to deliver value through unique and differentiated services. This study examines the impact of FNAC Live, a music festival organized by FNAC, on the brand-consumer relationship, specifically investigating how experiential marketing shapes brand image, influences participants’ motivations, and informs their perceptions. The analysis of FNAC Live offers valuable insights into how cultural events cultivate lasting consumer relationships, emphasizing the strategic impact of experiential marketing in strengthening brand engagement.
- Fichas e método: gênese do primeiro livro sobre roteiros em língua portuguesaPublication . Sprizão de Oliveira, Livia; Sousa, Vanda deDurante um período de demanda por novos roteiristas, a partir dos anos 1970, o jovem cardiologista Luís Felipe Loureiro Comparato decide deixar a medicina para se dedicar à escrita dramatúrgica. Inspirado por The Story of Adele H., de François Truffaut, Comparato inicia a construção de um método. A experiência fi cou registrada em fi chas, manuscritas para guiar o desenvolvimento de um curso para a Casa das Artes de Laranjeiras (CAL), no Rio de Janeiro. Desse material, nasceu a primeira obra sobre escrita para cinema e TV em Língua Portuguesa, em 1983. O livro Roteiro foi publicado pela Editora Nórdica e, nas décadas seguintes, reeditado pelas editoras brasileiras Rocco e Summus sob novo título, Da criação ao roteiro. O propósito deste estudo é observar a gênese dessa obra pioneira, desde as primeiras fi chas, realizando uma breve análise comparativa entre três edições brasileiras, lançadas por diferentes selos, em diferentes épocas (1983, 1995 e 2018). Por meio da análise de manuscritos modernos, pretendemos resgatar o memorial do processo de criação e sublinhar a infl uência de uma metodologia brasileira que transcendeu fronteiras, ganhando traduções para outros idiomas. O recorte recairá sobre os primeiros capítulos dos livros que compõem o corpus.
- "Histórias que nos unem" : análise da retórica nas campanhas publicitárias da DisneyPublication . Costa, Bruno Frutuoso; Guimarães Oliveira, Hadassa; Mariana Pinto GóisO estudo analisa a trilogia publicitária natalícia da Disney “Histórias que nos unem” (2020-2022), identificando estratégias de comunicação e storytelling que reforçam vínculos emocionais entre marca e público. A investigação baseia-se no quadro analítico de Veríssimo (2021a; 2021b), considerando os efeitos no processamento dos anúncios, na comunicação da marca e nas decisões do consumidor. As campanhas destacam memórias, tradições e laços familiares, recorrendo a um Mickey de pelúcia como símbolo de continuidade temporal. Ao combinar branding e retórica clássica, as narrativas mobilizam pathos e ethos para gerar emoção e credibilidade. Os resultados indicam que as campanhas ultrapassam a promoção comercial, contribuindo para a construção simbólica da identidade do público, reforçando a lealdade e projetando ideais de um mundo melhor.
- How to effectively communicate brand activismPublication . Miguel, Alexandra; Lopes Miranda, Sandra MarisaGiven the growing expectations on the part of stakeholders for brands to assume greater responsibility towards social issues, it would be expected that most brand campaigns taking an active position on relevant socio-political issues, as is the case with brand activism campaigns, would receive positive feedback from the public. However, there is evidence that brand activism is not always a winning strategy for brands, and can even harm them, especially if the communication of activist campaigns is not efficient, is not aligned with the brand’s conduct or stakeholder’s values or is not considered authentic. In this way, various authors advocate a strategic approach to brand activism, in which companies seek to have an impact on a socio-political level without losing business performance. Based on an extensive review of the most prominent literature in the area and real examples of successful and unsuccessful activist brand communications, this article explores a strategic aspect to brand activism, providing insights into how brands can effectively communicate the causes they defend. Since brand activism remains a non-consensual concept in the business world, this literature review aims to contribute to the debate on how brands can positively engage in brand activism, obtaining greater support from all stakeholders.
- Humor, responsabilidade social corporativa e gestão de crise de marca: o caso da Control Portugal no InstagramPublication . Guimarães Oliveira, Hadassa; Santos, Rui Bruno; Costa, Bruno FrutuosoO humor na história da publicidade tem sido utilizado como estratégia de persuasão; contudo, o seu uso em campanhas que abordam temas sensíveis, como identidade de género e representatividade, pode gerar controvérsias éticas e reputacionais. Este estudo analisa o caso da Control Portugal, cuja publicação no Instagram, percebida por muitos internautas como “transfóbica”, desencadeou uma paracrise digital. O objetivo é compreender os padrões discursivos emergentes nas reações do público após a exclusão da publicação. A pesquisa, de caráter qualitativo, utilizou a análise de rede semântica (Segev, 2022) para examinar comentários de três publicações subsequentes realizadas entre 11 e 13 de novembro de 2024. Os dados foram extraídos pelo Instascraper e processados no software KH Coder. Os resultados revelam quatro clusters principais — conteúdo, público, argumentos de reação e argumentos de restrição — evidenciando polarização entre discursos de censura e de defesa da liberdade de expressão. Observa-se que, nas publicações posteriores, o humor foi reintroduzido como tentativa de reparar a reputação e, ao mesmo tempo, de reduzir a fragmentação discursiva. Os achados sugerem que, após a remoção da publicação, o recurso ao humor buscou recompor a reputação e reduzir a fragmentação discursiva, mas manteve a polarização entre posições de censura e de defesa da liberdade de expressão, colocando a ênfase na formulação de estratégias publicitárias sensíveis ao contexto cultural.
- The impact of political brand activism on corporate reputation: the case of Portuguese brand activism in a war contextPublication . Lopes Miranda, Sandra Marisa; de Matos Miguel, AlexandraThe phenomenon of brand activism (BA) has been attracting the attention of scholars and businesses as a new and powerful strategy for brands to take a stand on sociopolitical topics and highlight their values, with high potential corporate gains. However, research on this topic is still at an exploratory stage and there are several companies and academics considering BA too risky for brands, especially on sensitive political topics such as war issues. Based on the theoretical perspectives of BA and its corporate impacts, notably in terms of corporate reputation, this article aims to study the impact of political brand activism on corporate reputation, analyzing the political activism of a retail company operating in Portugal—Auchan Retail Portugal (ARP), at the start of a particular war. A quantitative study was carried out, through the application of a questionnaire survey to 1,152 consumers of ARP, with the aim of analyzing the impact of Auchan’s political BA actions regarding a specific war context on its corporate reputation. The results showed that BA has a significant positive impact on the corporate reputation of ARP, thus contributing to a better perception of the potential of this strategy to improve corporate performance, by generating competitive advantages for brands. Keywords: brand activism; political brand activism; corporate reputation; retail sector; war; sustainable development.