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- The pandemic impact in a higher education school: students perceptionsPublication . Valente, Bianor; Gama, Ana; Antunes, Ana Cristina; Miranda, SandraThe pandemic situation since 2020 originated the reorganization of teaching and learning processes at various levels, being higher education no exception. Such circumstances presented a set of constraints, but at the same time opportunities, not only for students but also for teachers. The goal of this research is to characterize the student's perception in a High School of Education on the impact of the pandemic in the process of teaching and learning. Following a qualitative methodology, a group focus was organized, being the sample constituted by 5 students from the second year and 5 students from the third year of all undergraduate courses. The preliminary data here presented lay on the following analysis dimensions: classes organization in the first semester of 2020/2021, change in the interactions, teacher’s adaption and students' concerns about the professional practices. The available data point to a diversity of organization of curricular units Intra and inter graduations. It's also evident that the most predominant factor considered in the adaption is the teacher's performance. Changes have been identified with the mode of interaction, whether between colleagues of the same class or with colleagues of other courses. At least we underline the preoccupation about professional practices and subsequent consequences and meantal health issues affecting students.
- The (not so) secret life of senior social media influencers: an analysis of the top five 'granfluencers', on InstagramPublication . Antunes, Ana Cristina; Miranda, Sandra; Gama, AnaThe changing media landscape and consumption along with the decreased efficacy of traditional advertising have confronted brands with the challenge to unravel different and innovative ways to effectively communicate with their targets. Influencer marketing is one of the strategies that is thriving and proved valuable for marketeers in this pursuit of new ways of reaching out to their audiences. Despite the relevance that digital influencer communication has recently gained for brands, academic research has been slow to catch up and some of the aspects related to digital influencers remain understudied. Within this context little is known about this exercise of influence by senior digital influencers and how they communicate with their followers. Traditionally associated with a more passive role of content receivers, some of the older citizens have been developing their digital knowledge and skills and are now active content creators on social networking sites and even, in some cases, building up a vast audience and a wide range of interested, involved, and engaged followers. Yet, there is scarce evidence regarding these elderly digital content creators. To help fill this gap, this exploratory study aims to study the Instagram profile of the top five older influencers and examine their personal brand subjectivities, communicative styles, and social media practices. A qualitative methodology was adopted, involving a set of dimension analyses such as the tone of communication, posting frequency, themes/subjects of interest, audiovisual and multimedia resources, as well as their interaction and engagement with followers. The results challenge the negative stereotype associated with old age and suggest that senior influencers already take part in the influencer economy. Academic and business implications of the study are examined for influencer marketing.
- Lisbon brand image perception: the perspective of touristsPublication . Miranda, Sandra; Dias, DúniaNowadays, digital media allows us to access information about any destination from everywhere. It can be informational content such as news, advertisement content or sharing of experiences and opinions. A strong and unique image is essential to transform a mere place into a destination. The image formed in our mind has the ability to influence our decisions regarding the purchase of products from a particular country, where to travel or where to migrate. Thus, the management of places as brands has brought many competitive advantages. However, the images of the territories are increasingly becoming harder to control, making it essential to regularly ascertain the perception of the image of the place by those who are abroad. Ideally it will be as close to reality as possible. Therefore, this research aims to understand how tourists perceive the image of the brand Lisbon. The research developed is quantitative, using the questionnaire survey as a data collection tool. The sample obtained has a total of 254 individuals. It was concluded that Lisbon is perceived very positively.
- Communication in times of pandemic: analysis of engagement on social networksPublication . Miranda, Sandra; Dias, JacquelineThe strong growth of social networks and the content generated by them is a growing tide that has come to stay. This change prompts structural changes and is forcing companies, institutions and brands to adapt their strategies. Organizations must consider their customers to be active partners, developing with them a new relationship pattern and using differentiated strategies to elicit attitudes, behaviors and, above all, more favorable connections. From the universe of brands, Super Bock was the brand selected, based on RankUPT, a statistics website aimed at the analysis of Facebook’s activity in Portugal. RankUPT makes a daily measurement of homepages, based on the number of fans. A netnographic study was conducted, through a non-interventionist observational technique, added to a collection of qualitative behavioral data which took place between March and May 2020 (the population's confinement period due to the Covid-19 pandemic), and also considering the use of secondary data for the descriptive analysis of the brand in question. Metrics used for measuring engagement were the most commonly used in other studies (e.g., likes, sharing, commenting), along with the Malhotra, Malhotra and See (2013) criteria for the drivers of engagement. The results are discussed, and the academic and business implications of the study are examined, in particular for branding and relationship marketing.
- Reputação de gestão da mudança: caso de estudoPublication . Miranda, SandraTendo como foco central a problemática da gestão da mudança organizacional, o presente estudo de caso retrata o complexo processo de mudança e reestruturação organizacional levado a cabo pelo Banco Investimento que, com o propósito de devolver o equilíbrio financeiro, eliminar custos, aumentar as receitas e potenciar a competitividade à empresa, em meados dos anos 90, levou a cabo Plano de Demissão “Voluntário” de milhares de colaboradores daquela instituição bancária, um processo extremamente turbulento e conflituoso, marcado por inúmeras irregularidades, denúncias, pressões, ameaças, medos e uma fortíssima resistência à mudança! Na verdade, e embora o retrato se circunscreva a uma empresa em particular, o caso em análise procura fornecer elementos para o estudo e reflexão de processos organizacionais semelhantes, chamando atenção para a necessidade de como alunos, gestores e líderes organizacionais devem planear, pensar, entender e até executar a mudança!
- Liderança e comunicação: as forças estratégicas para combater o cinismo organizacionalPublication . Costa, M.I.; Miranda, SandraO novo paradigma organizacional caracteriza-se pela intensificação do trabalho e da sua complexidade, o que tem contribuído para o aumento da expressão de atitudes negativas pelos colaboradores, ou seja, em frustração, falta de esperança e desconfiança em relação às práticas da organização e liderança (Thomas e Gupta, 2018) – o cinismo organizacional. A liderança e a comunicação surgem como duas forças estratégicas para combater este fenómeno organizacional danoso, uma vez que certos estilos de liderança e competências de comunicação são capazes de aumentar a eficácia de um líder, assim como a sua probabilidade para obter os melhores resultados organizacionais, incluindo níveis elevados de satisfação, compromisso e desempenho laborais (de Vries, Bakker-Pieper e Oostenveld, 2010; Rego, 2016). Sendo uma das suas áreas de atuação estratégica, compete às relações públicas apoiar os líderes a adaptar os seus estilos, por meio do planeamento estratégico da sua comunicação.
- Barçagate: engagement y reputación en las redes socialesPublication . CARRILLO-DURÁN, MARÍA-VICTORIA; Di Fátima, Branco; Miranda, SandraLa reputación corporativa es consecuencia del equilibro entre los mensajes emitidos y las acciones realizadas por todas las áreas de la organización. La homogeneidad de estas partes, así como las relaciones entre ellas, son esenciales para mantenerla. Por tanto, los mensajes emitidos o generados ante un hecho es un indicador digno de ser evaluado. En este caso, los medios sociales han roto los esquemas y el modelo tradicional de gestión de la reputación, porque han cambiado la forma de generar esos mensajes. Al generar mensajes, las organizaciones buscan el compromiso (engagement) de la audiencia. Las redes sociales permiten el “engagement” a través de un modelo secuencial que debe pasar por el establecimiento del diálogo (número de reacciones ante un post), la aportación de contenido (comentarios), y el nivel emocional (el número de veces que es compartido). Así, en este trabajo se pretende realizar una aproximación hacia la notoriedad generada por un hecho en concreto, el caso Barçagate. Este hecho ha puesto al descubierto la fragilidad de la gestión de la reputación en redes sociales. Lejos de estar controladas, las redes sociales han jugado en contra del propio emisor (club de futbol Barça) por lanzar mensajes para enaltecer a algunos de sus dirigentes, aun a costa de socavar la reputación de otros integrantes. El objetivo es por tanto estudiar la repercusión de este hecho en las redes sociales analizando los tres niveles de “engagement” que el club ha obtenido en Facebook. Para ello se ha seleccionado una muestra de conveniencia que se basa en los datos extraídos de tres páginas de fans del fútbol: Alter Sports, Justicia y Diálogo en el Deporte y Sport Leak. La extracción de estos datos se realizó a través de la Facebook Graph API, y cubre once publicaciones de entre los años 2017, 2019 y 2020 que más repercusión tuvieron en otros canales de comunicación y que más veces fueron usadas como ejemplos de lo que el caso Barçagate significaba. Entre la información disponible se ha registrado el número de “likes” (para medir el nivel de diálogo conseguido), las reacciones o comentarios (para medir el nivel de contenido generado), y las veces que se ha compartido el mensaje (para evaluar la capacidad de cada post de alcanzar el máximo nivel de engagement). Se concluye, que a pesar de lo que este caso ha supuesto para el Club, y el coste que ha tenido para sus altos directivos, en realidad, la repercusión de estos contenidos lanzados maliciosamente, tampoco han tenido una gran repercusión en el contexto de todos los mensajes emitidos por el Barça a través de toda su estrategia de comunicación. La repercusión de estos mensajes fuera de la red ha sido mucho más peligrosa que la difusión de los contenidos en la red social Facebook. Por eso, se puede decir que no necesariamente se necesita una gran repercusión dentro de la red social, para que la información tenga mayor alcance fuera de ella.
- The role of digital platforms in promoting pro-sustainable behavior and conscious consumption by brandsPublication . Miguel, Alexandra; Miranda, SandraThe growing concerns about the effects of the climate crisis and the highest consumer expectations regarding the environmental performance of businesses led companies to adopt a greater sense of accountability for sustainability, and some of them even became advocators of environmental causes. Today, brands are increasingly using digital media to disseminate environmental brand activist campaigns, take a stand on ecological issues, and promote pro-environmental behaviors and conscious consumption practices, although not all brands succeed in this approach. This advanced review aims to address how brands are using online platforms, such as social networks and websites, to amplify their audiences' perceptions about environmental problems, inspire eco-friendly behaviors, and motivate conscious consumption. Thus, this article contributes to a better understanding of how digital media can be an opportunity, if well used, for brands to encourage positive environmental changes, giving current examples of environmental brand campaigns and discussing directions for future research in this field.
- Communication, media information literacy and citizenship: strategies for a new literacy UNESCO ChairPublication . Bonacho, Fernanda; Abreu, João; Miranda, Sandra; Cura, SaraThe XXI century is marked by the unprecedented digitalization of communication, and though the benefits of digital media are undeniable, their indiscriminate and uncritical use has brought disinformation, misinformation, fake news, hatred, and intolerance menacing the sustainability of tolerant, inclusive, and democratic societies. The UNESCO Chair on Communication, Media Information Literacy and Citizenship is a recent ESCS/IPL proposal, created in 2023, whose main aim is to raise awareness on democratic societies through effective communication dissemination of research findings, insights, and best practices, and empowering individuals to actively participate in shaping their communities and addressing global challenges through the collaborative development of actions and projects aimed at building sustainable societies and enhancing knowledge for climate action. In this presentation we will try to unpack how this ESCS/IPL’s UNESCO Chair faces the diverse challenges that communication and media literacies assume today as key literacies for empowering all citizens, without exception.
- Navegar por redes nunca antes navegadas: motivações e engagement dos seniores ibéricosPublication . Miranda, Sandra; Antunes, Ana Cristina; Gama, Ana; Di Fátima, Branco; Machado, Ana TeresaA sociedade ocidental contemporânea é caracterizada pelo envelhecimento demográfico, pelo empoderamento do consumidor sénior (65+) e pela popularização das tecnologias digitais, sobretudo da internet e dos media sociais. Porém, o conhecimento científico sobre a relação dos seniores com as plataformas digitais ainda apresenta numerosas lacunas, principalmente na Península Ibérica - uma das regiões mais envelhecidas do planeta. Este artigo problematiza essa relação, em Portugal e Espanha, escrutinando os motivos de adesão e permanência dos mais velhos nos media sociais, aferindo quais as páginas das marcas (na rede social Facebook) que os seniores mais visitam e interagem e, descortinando o papel das fanpages das marcas no processo de tomada de decisão de consumo. A investigação, de cariz exploratório, seguiu uma metodologia mista. Os dados qualitativos foram obtidos a partir de cinco Focus Group (FG) realizados nos dois países em estudo. Já os dados quantitativos foram extraídos do Facebook Audience Insights, a partir de uma amostra oficialmente representativa dos seniores na região. Os resultados mostram evidentes sinais de “fractura digital” com os seniores a configurarem apenas 17,8% (10% PT e 7,8% ES) dos perfis activos na Península Ibérica, destacando se uma maior presença das mulheres. Os portugueses tendem a gostar, comentar e partilhar conteúdos com mais frequência do que os espanhóis. No que se prende com os motivos de adesão e permanência na rede social, verifica-se unanimidade ibérica na indicação do incentivo dos familiares próximos, tal como na constatação de que se trata de um espaço potenciador do reforço e multiplicação dos laços sociais. A procura e o envolvimento com as páginas de marcas comerciais serve, sobretudo, como ferramenta de apoio e redução da incerteza no processo de tomada de decisão de compra on e offline.