Official Profile Research Articles

Organizational management of communication in Social Responsibility: an indicator of media literacy in managers

The research analyzes the interactions of users with regard to content administrated and published by Spain’s Government to promote media literacy and combat misinformation, and its implications for similar actions in the management of organizations which might be tasked with these very mission. To meet this objective, all the tweets issued by the official profile of this institution (4938) were collected and those that dealt with any of the following categories were selected: COVID-19, Restrictions, Vaccines, and Fake News. An analysis of the descriptive statistics of the possible interactions on Twitter was carried out, that is likes, comments and retweets. Similarly, an analysis of the means of the variances was carried out to observe if there were significant differences between and within the groups. The content generated is shared more because it is a public institution of reference, but to a much lesser extent in the case of fake news. Even more illuminating is the mostly negative feeling generated in the comments.

Nawiązanie do świata przyrody w propozycjach nazewniczych restauracji w łódzkim Orientarium

REFERENCE TO THE WORLD OF NATURE IN SUGGESTIONS OF RESTAURANT NAMES IN THE ORIENTARIUM IN ŁÓDŹ The aim of the article is to indicate which lexical elements from the thematic field of nature were used by the Internet users during constructing the names of restaurants in the Orientarium in Łódź submitted to the competition organized on the official profile of Łódź on Facebook, with particular emphasis on the motivation of the examined propria and appellative bases. The material basis is 531 naming proposals in which a reference to the world of nature was visible. Semantic-pragmatic analysis with elements of structural analysis was used in the research. Internet users exposed their relationships with fauna and flora by placing the noun animal and its derivatives, using the adjectives natural and wild, recalling the characteristics of animals and their places of residence and foodacquisition. There were less frequent references to plants and water, as well as other natural phenomena.The largest group are chrematonyms based on the names of various animals. Many names havea positive value, which has a persuasive function. The presence of a plant or animal component allows you to show the relationship between the name and the location of the restaurant in Orientarium.

A semiotic-discursive insight into short videos on memory and peace

Abstract This paper explores how short web videos uploaded to the Truth Commission’s TikTok official profile are formulated. The Truth Commission (Comisión de la Verdad) is a Colombian state entity created to clarify patterns and causes of Colombia’s internal armed conflict and recognize victims’ and society’s right to the truth. The Commission’s aim is to avoid repetition of violence through an ample and plural participation process to construct a stable and lasting peace. To explore the debate and the importance of recognizing crimes against humanity committed in the context of the armed conflict in Colombia – specifically, sexual violations against ethnically and territorially defined women – two videos were selected under thematic, territorial, ethnic, and gender-unity criteria from among 60 short videos published on TikTok between February 2020 and March 2021. The nuclear axis of the videos corresponds to the semiotic theory at the core of the multimodal and multimedia critical discourse analysis (MMCDA). The digital discourse is multimodal, as its design, production, and distribution process draws from various and coexisting sign systems: visual-graphic (image-color), visual-verbal-graphic, verbal-sound, and sound-musical. These devices are proposed as “memory devices” that allow viewers to witness human rights violation events in the context of Colombia’s current armed conflict.

Selfies and Speeches of a President at War: Volodymyr Zelensky’s Strategy of Spectacularization on Instagram

The spectacularization of politics is not the exclusive patrimony of the media in their news coverage. Leaders from all over the world have successfully incorporated this “communicative style” into their own strategies, a style that finds a suitable space in visual social networks such as Instagram, in dynamic formats such as video, and in crisis contexts. This article analyzes the “spectacularization” of Ukrainian President Volodymyr Zelensky’s through Instagram. The methodological proposal is based on the study of the 5W in relation to the digital image and investigates the leading role, the staging, the space, and the technical resources of the videos. Thus, a content analysis is applied to a sample of 143 videos published by the president on his official profile in February–March 2022, when the conflict between Russia and Ukraine began, and in September–October 2022. We observed that Zelensky uses video in an intense and “spectacular” way: He exploits his figure in a professional style, strategically combines careful staging with amateurism, and uses resources such as subtitles to internationalize his discourse.

Evolution of the use of social media by the local governments of the Lodzkie voivodship

Purpose: The aim of the article is to present changes in the use and basic advantages of social networks in communication of local government units on the example of cities in the Lodz voivodeship. Design/methodology/approach: The study consisted in analysing the content of the official websites belonging to the local governments of the individual cities of the Łódzkie Voivodeship in order to see how information on the social networks used (location of plug-ins) is made available and a review of active profiles on these sites was carried out in order to diagnose what content is published. The survey was conducted in December 2022. The results were cross referenced with the corresponding survey carried out in 2019 and 2020. Translated with www.DeepL.com/Translator (free version). Findings: The study showed that out of the 44 cities analysed in the Łódzkie Voivodship, 42 use at least one social networking site. The most common is Facebook - 42 cities have a profile, followed by YouTube - 25, Instagram - 14 and Twitter 7. 3 cities have profiles on 4 sites at the same time, 11 have 3 official profiles on different social networking sites, while another 15 cities have 2 and 13 have one each. For 2 cities, no profiles were found on social networks. The content and frequency of publication on the profiles varies. Translated with www.DeepL.com/Translator (free version). Research limitations/implications: The study did not take into consideration social networks which were less popular at the time of writing (e.g. TikTok - among the cities surveyed, only Łódź has an official profile there). The objectives of the communication activities of individual cities are not known. This may be part of further research through in-depth interviews with those responsible for promoting the cities. It is also possible to extend the research to cities of other voivodships and among the target recipients of communication activities in particular sites. Practical implications: On the basis of the author's audit of the communication activity of cities in the Łódzkie Voivodship on social networking sites, this article suggests that the use of social media is an appropriate tactic in cities' communication, both in the external promotional dimension and in communication with citizens due to the participatory, interactive and open nature of social media. Originality/value: The publication presents the results of research carried out on the basis of the author's audit of the activity of the cities of the Lodz voivodship in the social media. Keywords: social media, city marketing, city promotion, marketing communication. Category of the paper: Research paper.

The Ambiguity Imperative: “Success” in a Maternal Health Program in Uganda

ABSTRACT Global health programs are compelled to demonstrate impact on their target populations. We study an example of social franchising – a popular healthcare delivery model in low/middle-income countries – in the Ugandan private maternal health sector. The discrepancies between the program’s official profile and its actual operation reveal the franchise responded to its beneficiaries, but in a way incoherent with typical evidence production on social franchises, which privileges simple narratives blurring the details of program enactment. Building on concepts of not-knowing and the production of success, we consider the implications of an imperative to maintain ambiguity in global health programming and academia.

Rola marketingu społecznościowego w zarządzaniu relacjami z widzami seriali telewizyjnych na przykładzie produkcji Zakochani po uszy

The role of social media marketing in television viewer relationship management based on the TV production 'Zakochani po uszy' Social media marketing is becoming the main aspect of strategies implemented by traditional media workers. The aim of the study is an analysis of an impact this kind of internet marketing has on television viewer relationship management, in the form of case study. The author’s intention was to do the qualitative research on the TV production Zakochani po uszy created by TVN, including its promotion through an official profile on the social networking site called Instagram in terms of building relationships with viewers along with holistic and deepened description of analysed phenomena. In the study, the author presents the results of the research based on non-participant observation of the official profile of Zakochani po uszy on Instagram, in-depth interview with a person responsible for public relations of the series, results of the survey along with data analysis, which contains viewership and statistics from analysed profile. These activities enabled solving the research problem phrased as a question: how is the strategy, which is to create strong relations with viewers, formulated and answering detailed research questions posed in the study.

Release of the Fourth Season of Money Heist: Analysis of Its Social Audience on Twitter during Lockdown in Spain

Nowadays we are witnessing a significant change in content consumption. This, together with the global health situation, has caused some behaviors to accelerate. This research focuses on the specific case of the lockdown in Spain and the coincidence with the launch of the fourth season of Money Heist compared to the launch of season three. Starting with a review of the theoretical framework, in which the related concepts of coronavirus, television, and Video on Demand (VOD) platforms are presented, the importance of transmedia communication is also introduced. The methodological aspect is developed through content analysis and in-depth interviews. The tool used on the first methodology has been Twlets. With regard to the sources, the specific bibliography of the audiovisual sector, the official profile of the series on Twitter and personal interviews with professionals from the communication department of the production company, Vancouver Media, and from the series directing were taken into account. The methodology used to carry out this work has been the analysis of quantitative–qualitative content of the various sources consulted. The results of the study are presented in graphs, crossing the data from the different sources to detect the strategies of marketing and communication used for the release of the fourth season of the series. These results reflect the change in the communication strategy, the behavior of the social audience of the Twitter account of Money Heist (La Casa de Papel) and its relationship with the period of lockdown in Spain.

The language of secessionist activism: Discourse and dialogue on Twitter1

Nowadays, Twitter is used by politicians to communicate directly with citizens, due to the Internet’s ability not only to inform, but to establish a dialogue and mobilize publics. The present research explores the use of Twitter as a medium of communication and debate in the rise of the Catalan independence movement. To attain this objective, the official profile of the Generalitat’s ex-president Carles Puigdemont is studied during the month before the referendum date. Through a quantitative and qualitative analysis of his tweets, it is observed if he seeks to mobilize the audience, as well as influence their opinion on the right to decide, and their voting intention. In addition, we aim to approach the response he obtains from the social audience. Based on citizens’ reactions to his tweets, the research analyses these users’ impressions; whether they support the separatist theses, and if the consequent debate entails a tone of rupture or tension.

Museums and their audience: towards dialogic communication through Social Media

Social media (SM) platforms are gaining a leading role as a communication tool for museums, representing an important tool which these institutions can use to engage with their audience. Despite the strategic potential of SM, most museums exhibit a low level of social activity and are still in a phase of monologic communication with their public. In this vein, the present paper aims to investigate whether the top 3 most visited museums in Europe with an official profile on Facebook, namely the Louvre, the British Museum and Tate Modern, use this social platform merely as a marketing tool, or if, on the contrary, they exploit its potential to establish two-way (i.e., dialogic) communication. The results of the analysis show that, although the museums in question are turning to SM increasingly often, their approach continues to be exclusively communicational; indeed, the interactions between the museums and their public are very limited.

Happy birthday Mama Winnie! The cultural politics of nostalgic portraits on the Twitter feed of @WinnieMandela

This article examines the Twitter feed of @WinnieMandela (purportedly the official profile of Winnie Madikizela-Mandela), in particular the trend that sees iconic portraits of her being shared by her admirers on meaningful days, such as her birthday. A notable practice on the feed is the regular sharing of historical images of Madikizela-Mandela, tweeted by some of her 69,000 followers, often on her birthday. Juxtaposing these images are current photos tweeted from her own account as well as those shared by fans who meet her and take pictures together. The article presents a visual typology of the narratives of womanly identity that are captured in the historical portraits of Madikizela-Mandela that fans share. The analysis is contextualized within scholarship on gender and politics, the representation of women politicians in the media, and the use of social media by politicians. The article theorizes the fan photo-sharing on Winnie Mandela’s Twitter feed as a process that partially constructs her public image in opposition to negative mainstream media coverage. It concludes by reflecting on what an attachment to nostalgic images of Winnie Mandela mean in the current moment in South African politics, as well in relation to communication on social media.

INSTAGRAM E A DESQUALIFICAÇÃO DO FEMININO NAS ELEIÇÕES PRESIDENCIAIS BRASILEIRAS EM 2014

RESUMO
 Este artigo analisa a desqualificação do feminino nas eleições presidenciais brasileiras em 2014, tomando como exemplo os comentários contra a presidenta Dilma Rousseff (PT), durante o segundo turno da campanha presidencial em 2014, publicadas em seu perfil oficial no Instagram. Para isso, foram analisados os comentários dos sete posts com mais “curtidas”, de acordo com as categorias de desqualificação “mundo”, “partido” ou “candidato” (PANKE, 2012). A pesquisa aponta que as palavras direcionadas a Dilma apresentam críticas relacionadas ao gênero em detrimento do conteúdo político. Para interpretar os dados, foram utilizados autores como Luís Felipe Miguel e Flávia Biroli (2014), Marta Lamas (2013) e Luciana Panke (2015), que abordam questões de gênero. De acordo com os dados encontrados, 62% das desqualificações foram direcionadas à “candidata”, 22 a “mundo” e 16% a “partido”.
 
 PALAVRAS-CHAVE: comunicação eleitoral; Dilma Rousseff; desqualificação; Instagram.
 
 
 ABSTRACT
 This article analyzes the disqualification of women in brazilian presidential elections in 2014, taking as an example the comments against President Dilma Rousseff (PT) during the second round of the presidential campaign in 2014, published on the official profile on Instagram. For this, the comments of the seven posts were analyzed with more "likes", according to the categories of disqualification "world", "political party" or "candidate" (PANKE, 2012). The research shows that the words directed Dilma present criticism related to gender over the political content. To interpret the data, authors will be used as Luis Felipe Miguel and Flavia Biroli (2014), Marta Lamas (2013) and Luciana Panke (2015), addressing gender issues. According to the data found, 62% of the disqualifications were directed to the "candidate", 22 to "world" and 16% to "party".
 
 KEYWORDS: election communication; Dilma Rousseff; disqualification; Instagram.
 
 
 RESUMEN
 En este artículo se analiza la descalificación de las mujeres en las elecciones presidenciales de Brasil en 2014, tomando como ejemplo los comentarios en contra de la presidenta Dilma Rousseff (PT) en la segunda ronda de la campaña presidencial de 2014, publicada en el perfil oficial en Instagram. Para ello, los comentarios de los siete puestos fueron analizados con más "curtidos", de acuerdo con las categorías de inhabilitación "mundo", "partido" o "candidato" (Panke, 2012). La investigación muestra que las palabras dirigidas Dilma presentes las críticas relacionadas con el género sobre el contenido político. Para interpretar los datos, los autores serán utilizados como Luis Felipe Miguel y Flavia Biroli (2014), Marta Lamas (2013) y Luciana Panke (2015), las cuestiones de género. De acuerdo con los resultados, el 62% de las inhabilitaciones se dirige al "candidato", 22 "mundo" y el 16% de partido.

Social media adoption in local governments. The case of Poland

The use of social media is gradually transforming all marketing activities also in the public sector. Social media in public administration constitutes also a research area for numerous scholars not only with economic background. Still a majority of contributions deal with qualitative aspects of social media adoption by either presenting good practices or comparing the selected social media of cities and countries. Hence there is a paucity of research that presents the real share of social media adoption in public administration, especially at the local level. The aim of this paper is to fill this research gap and present the data of social media adoption among lowest level of Polish local government. As a research area we choose communes (municipalities/ Polish: gmina/ NUTS 5) as the lowest administrative unit in Poland. We used a random sample of 385 Polish communes (out of 2478) and examined whether they have official social media profiles by inspecting their official web sites. The main result of this study is the estimation of a percentage of communes that have at least one social media official profile which in 2016 was 52,71%. This represents a huge expansion of social media popularity as in 2015 we estimated the same number as 26,75%. The structure of used social media sites between 2015 and 2016 did not change much as Facebook remained the most often chosen social media for local public administration.

ENTRE A RUA E A REDE: UMA ANÁLISE SEMIÓTICA DAS MANIFESTAÇÕES POLÍTICAS CONTEMPORÂNEAS

Os protestos ocorridos no Brasil em junho de 2013, desencadeados pelo Movimento do Passe Livre, pertencem a um conjunto de manifestações existentes recentemente no mundo que vem delineando novas formas de ação e interação políticas, com características inovadoras, entre as quais destaca-se a utilização do ciberespaço como parte de sua organização, manutenção e difusão. Nesse contexto, o presente trabalho propõe-se a analisar o funcionamento de um percurso de militância híbrido, um continuum entre a rua e a rede, com o objetivo de verificar qual o papel da rede e o que ela pode revelar sobre essa militância contemporânea. Para isso, analisa-se a página passelivresp no Facebook, perfil oficial do MPL de São Paulo. A base teórica para a investigação é a semiótica discursiva, mais especificamente a perspectiva das práticas semióticas desenvolvida por Fontanille, proposta de ampliação da abordagem do plano da expressão que possibilita o estudo de todo o percurso militante. Complementarmente, os regimes de interação elaborados por Landowski contribuem para a maior compreensão das novas práticas políticas. Resultados revelam que as ações de rua são apresentadas como práticas intensas, que movem a militância; por sua vez, a rede, com seu potencial, expande e ressignifica essas práticas.

A prática como componente curricular na formação do professor de Biologia: avanços e desafios na UFRPE

O objetivo deste estudo é investigar o potencial da Prática como Componente Curricular (PCC) para a efetiva formação do professor de Biologia. O campo de pesquisa foi o curso de Licenciatura Plena em Ciências Biológicas da Universidade Federal Rural de Pernambuco – UFRPE. Foram analisados os documentos oficiais que tratam das disciplinas de PCC, entrevistados três docentes responsáveis pela regência dessas disciplinas no curso sob estudo e dez estudantes que já haviam cursado todas as disciplinas de PCC. Os resultados evidenciam que o curso investigado atende ao recomendado nas normas vigentes que regem a atividade de PCC. No entanto, com relação aos conhecimentos enfatizados e às competências mobilizadas, percebemos incoerências entre o descrito nos documentos, o discurso dos docentes e a percepção dos estudantes. Apesar dessas incoerências há o predomínio na ênfase ao conhecimento teórico do conteúdo específico e do pedagógico e a mobilização das competências pedagógicas e da reflexiva. Ficou claramente estabelecida a necessidade de ampliar a discussão a respeito do sentido da atividade de PCC na formação dos professores, além de ajustes e adequações na vivência das disciplinas de PCC, para que possam, de fato, favorecer a formação docente e atender ao perfil oficial almejado.

Sensory evaluation of Extra Virgin Olive Oil (EVOO) extended to include the quality factor "harmony"

Sensory evaluation of olive oil, meaning the official organoleptic assessment of olive oil respectively the Test (PT), is based on the standards of the International Olive Council (IOC), as well as on the Regulation (EC) 640/2008 of the European Commission. These regulations lead to the classification of olive oil as extra (EVOO), virgin (VOO) or lampant, which however is not sufficient to clearly discriminate between different quality levels within the grade EVOO. The objective of the study at hand was to develop and validate an objective sensory evaluation method for the quality certification of olive oil within the grade EVOO. A new rating system, including a detailed description and evaluation of the complexity and persistence of flavour, was established. First, a comparison between different profile sheets from various olive oil competitions (Ercole Olivario, Premio Biol, Leone D'Oro Mario Solinas Award, among others) and the official profile sheet from the IOC/EC for the panel test (PT) took place. In consecutive steps the basic test procedure from the panel test (PT) then was extended with additional sensory descriptors. Two trained olive oil panels (the German Olive Oil Panel (DOP) and the Swiss Olive Oil Panel (SOP)) were further educated to profile various green and ripe aroma components and to evaluate the complexity of the perceived aroma components and their persistency (descriptor: harmony/persistency). This extended methodology was cross-validated over a time period of 3 years between the two panels (DOP/SOP).