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Advisor(s)
Abstract(s)
A crise pandémica do SARS-CoV-2, que colocou Portugal, em março de 2020, em estado de emergência, trouxe mudanças e desafios ao quotidiano de todos, a vários níveis. Em resposta às novas circunstâncias, as instituições de ensino superior adaptaram-se a esta realidade com a definição de novas estratégias de captação de candidatos ao ensino superior e divulgação da oferta formativa, nos meios digitais. As atividades destinadas aos estudantes do ensino secundário, inicialmente planeadas para meios físicos, por exemplo, a Futurália, foram transpostas para o mundo virtual. Este artigo divide-se em duas partes. A primeira parte contextualiza o uso das novas tecnologias na estratégia de comunicação, com o objetivo de aproximar as instituições de ensino superior dos principais stakeholders. Na segunda parte, apresenta-se a iniciativa “IPL Open Days”, do Gabinete de Comunicação e Imagem do Politécnico de Lisboa, campanha online nas redes
sociais facebook e instagram, com o propósito de divulgar a oferta formativa da instituição e dar a conhecer as 6 escolas e 2 institutos superiores. Durante quatro semanas, os candidatos participaram em sessões interativas, com professores e estudantes, visitas virtuais às escolas, vídeos de testemunhos de estudantes sobre várias temáticas, jogos, com direito a prémios, sob o mote #FicaEmCasa.
ABSTRACT - The pandemic crisis of SARS-CoV-2, that put Portugal, in March 2020, in an emergency state, brought changes and challenges to everyone’s life at several levels. In response to the new circumstances, higher education institutions adapted to this new reality by defining new strategies to attract students to higher education and promoting their offer of undergraduate courses in digital media. The actions, initially planned for ground assets, as Futurália, aimed at high school students and were transposed for the virtual world. This article divides into two parts. The first contextualizes the use of new technologies within communication’s strategy, regarding the approach between higher education institutions and its main stakeholders. The second part is presented the digital campaign IPL Open Days, an action from IPL’s Communication Office, developed on Facebook and Instagram with the aim of spreading the undergraduate courses of IPL’s six schools and two higher institutes. During four weeks, the higher education candidates participated in interactive online sessions, with teachers and IPL students, virtual visits to schools, students' home maid testimonial videos about several topics, games with prizes, all under the motto #FicaEmCasa/#stayathome.
ABSTRACT - The pandemic crisis of SARS-CoV-2, that put Portugal, in March 2020, in an emergency state, brought changes and challenges to everyone’s life at several levels. In response to the new circumstances, higher education institutions adapted to this new reality by defining new strategies to attract students to higher education and promoting their offer of undergraduate courses in digital media. The actions, initially planned for ground assets, as Futurália, aimed at high school students and were transposed for the virtual world. This article divides into two parts. The first contextualizes the use of new technologies within communication’s strategy, regarding the approach between higher education institutions and its main stakeholders. The second part is presented the digital campaign IPL Open Days, an action from IPL’s Communication Office, developed on Facebook and Instagram with the aim of spreading the undergraduate courses of IPL’s six schools and two higher institutes. During four weeks, the higher education candidates participated in interactive online sessions, with teachers and IPL students, virtual visits to schools, students' home maid testimonial videos about several topics, games with prizes, all under the motto #FicaEmCasa/#stayathome.
Description
Keywords
Ensino superior Comunicação digital COVID-19 Novas tecnologias Storytelling Higher education Digital communication News technologies Portugal
Citation
Silva CS, Redondo L, Nunes M, Glória VS. A comunicação digital em ambiente de incerteza: a crise pandémica como fator de aproximação dos candidatos ao ensino superior. In: 10ª Conferência FORGES, Universidade de Évora e Escola Superior de Saúde do Alcoitão, 18-20 de novembro de 2020.