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Abstract(s)
As mudanças ocorridas nos últimos anos na área da comunicação, em grande parte devido aos
avanços tecnológicos, conduziram à adopção de novas formas de comunicar com os públicosalvo.
Perante públicos cada vez mais especializados, exigentes e participativos, os profissionais
da comunicação percebendo que o ambiente Web 2.0, dotado de um elevado nível de
interactividade em que a comunicação se processa nos dois sentidos e os
consumidores/utilizadores contribuem para a reputação das marcas, começam gradualmente a
demonstrar interesse nas redes sociais na Internet.
O ensino superior público português, por sua vez, enfrenta problemas relacionados com a
redução do número de alunos, a diminuição do financiamento público e uma concorrência
crescente, em grande parte devido ao alargamento da rede de ensino superior, obrigando a que
as instituições dediquem maior atenção à forma como se relacionam e comunicam com os seus
públicos e se interessem por estratégias de comunicação diferenciadas.
Dada a importância que as redes sociais na Internet assumem em particular junto dos jovens, o
público por excelência daquelas instituições, neste estudo procuraremos aprofundar o
conhecimento sobre estas novas ferramentas e analisar a sua utilização por parte das
instituições de ensino superior públicas portuguesas.
Largely due to technological advances, recent changes in the area of communication have led to new ways to communicate with target markets. In the face of an increasingly specialized, demanding and participatory public, communicat ion professionals have understood that the Web 2.0 environment, offering a high level of interactivity based on two-way communication with consumers/users contributing toward a brand’s reputation, significantly involves the target market which has gradually begun to show some interest in Internet social networks. Public Higher Education in Portugal, nevertheless, faces problems relate d to a falling student body count, less public financing and growing competition, largely due to the broadening of the network of higher education schools, forcing institutes to dedicate more attention to the way they relate to and communicate with their publics and to become aware of different communication strategies. Given the significant role that Internet social networks play in t he lives of young people, the primary public of these institutions, this study aims to strengthen knowledge of these new tools and analyse their use in Portuguese public higher education.
Largely due to technological advances, recent changes in the area of communication have led to new ways to communicate with target markets. In the face of an increasingly specialized, demanding and participatory public, communicat ion professionals have understood that the Web 2.0 environment, offering a high level of interactivity based on two-way communication with consumers/users contributing toward a brand’s reputation, significantly involves the target market which has gradually begun to show some interest in Internet social networks. Public Higher Education in Portugal, nevertheless, faces problems relate d to a falling student body count, less public financing and growing competition, largely due to the broadening of the network of higher education schools, forcing institutes to dedicate more attention to the way they relate to and communicate with their publics and to become aware of different communication strategies. Given the significant role that Internet social networks play in t he lives of young people, the primary public of these institutions, this study aims to strengthen knowledge of these new tools and analyse their use in Portuguese public higher education.
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Keywords
Web 2.0 Sociedade em rede - Redes sociais - Portugal Redes sociais - Comunicação Redes sociais - Ensino superior - Portugal
Citation
Publisher
Universidade da Beira Interior