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Authors
Advisor(s)
Abstract(s)
Media literacy has a key role in education. It is known that the public relations profession often involves a position of
media relations. In this context, this type of expert must obtain skills in the critical and active use of media. Afterwards
it arises the need to understand what kind of investment in media literacy has been done by Portuguese Public
Universities. This will be the objective of this exploratory qualitative study. For the collection of information, we have
proceeded to the analysis of the curricula of Degree’s and master’s degree in Public Relations courses of 15 Portuguese
Public Universities. In general, it was concluded that there is still little investment at this level. Of the 15 Portuguese
public universities analyzed, only three universities hold courses on media education in their curricula, within the
degree in public relations / organizational communication / strategic communication. Regarding to the master’s degree
we found that only four of the 15 Portuguese Public Universities consider the media literacy in their curricula. This
research focuses specifically in Public Universities. However, in future studies it will be also important to include
private universities to compare the main differences.
Description
Keywords
Media literacy Public relations Higher education Portuguese public universities
Citation
Mourão, R. & Miranda, S. (2020, dez). The role of media literacy in the public relations: What is happening in the portuguese universities? Studies in Media and Communication, 8 (2). Recuperado de http://redfame.com/journal/index.php/smc/article/view/5079/5267 [Acedido em novembro, 17, 2020].