La Universidad De Barcelona en El No-Do (1943-1975): Análisis De La Educación Superior a Través De La Verdad Oficial Del Regimen Franquista

Farrero, Jordi García; Gómez-Mundó, Anna

doi:10.1590/2236-3459/98710

Cited by 2 publications

(1 citation statement)

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“…In contrast to the critical situation experienced in the Spanish streets, the regime tried to implant a particular political culture through the press, television, radio and even cinema, which was highly popular during those days. Garcia Farrero and Gómez-Mundó (2020) provide a comprehensive analysis of the NO-DO newsreels (colloquial name for “News and Documentaries”), one of the most important propaganda tools used by the Franco dictatorship. This study focused on the coverage of the University of Barcelona from 1943 to 1975.…”

Section: Marketing In Spanish Universities: An In-depth Look At Its E...mentioning

confidence: 99%

Twitter killed the media star: a historical evolution of marketing communication used by Spanish universities

Orgilés-Amorós,

Ruiz Moreno,

Penagos-Londoño

et al. 2023

JHRM

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Purpose In recent decades, higher education institutions (HEIs) have increasingly adopted marketing-oriented approaches. While the adoption of marketing was slower in Europe and Spain, it has become a vital tool for HEIs, both to stay competitive in a changing socio-economic context and to face the challenges posed by the transition to the University 2.0 model. This study aims to analyse the historical evolution of communication techniques used by universities, bringing into focus the relevance of social networks in the most recent decades. Design/methodology/approach This research methodology consists of two components. Firstly, a comprehensive analysis of the available data is conducted to investigate the earliest marketing and communication actions involving universities, as well as their evolution over time, contextualizing this within the significant shifts in the social, political and technological background. Secondly, a specific focus is placed on the contribution of social media, particularly Twitter, as a powerful tool in creating a university brand and effectively promoting educational institutions, especially during the last stage of this historical evolution. To identify and analyse these trends, Natural Language Processing is used, specifically by leveraging topic modelling techniques. Findings The results of this analysis offer insights into the evolution of marketing communication applied by Spanish universities and show the increasing importance of social networks and the use of specific topics and contents to enhance their impact on engagement. Originality/value This study contributes to the literature by using a novel methodological approach to the research on the historical development of communication in universities in Spain, providing guidance to manage their social media strategy to differentiate themselves, increase engagement and foster brand loyalty.

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Section: Marketing In Spanish Universities: An In-depth Look At Its E...mentioning

confidence: 99%

Twitter killed the media star: a historical evolution of marketing communication used by Spanish universities

Orgilés-Amorós,

Ruiz Moreno,

Penagos-Londoño

et al. 2023

JHRM

View full text Add to dashboard Cite

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Lo que sabemos de educación a través de NO-DO. Revisión bibliográfica

Molina Poveda,

Sanchidrián Blanco

2024

FdP

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NO-DO ha sido objeto de estudio por parte de investigadores que, desde diferentes ámbitos de conocimiento, se han acercado a las imágenes y a sus peculiares locuciones para conocer cuál fue el discurso del régimen franquista sobre diversos temas. Esta investigación realiza una revisión sistematizada de la literatura para conocer las publicaciones que, utilizando NO-DO como fuente de estudio, han analizado algún tema educativo o han utilizado este medio como recurso didáctico. Esta investigación parte de otra, más amplia, que localizó 181 referencias sobre NO-DO, de las que 51 se corresponden con temas sobre educación. Las búsquedas se han realizado en índices-csic, Scopus, eric, wos, Dialnet, Google Scholar y teseo. Los temas educativos estudiados a través de NO-DO son múltiples, como la Educación Preescolar, la Educación Primaria, la Enseñanza Media, la Formación Profesional, la Universidad, los espacios escolares, la Sección Femenina y el Frente de Juventudes o las identidades femenina y masculina. De las publicaciones, el 27 % está en revistas científicas y el 63 % en capítulos de libros y actas de congresos. La accesibilidad de NO-DO tras su digitalización ha podido ser un aspecto decisivo para el avance de la investigación en este campo, facilitando la realización de proyectos y tesis, así como del incremento de publicaciones en los últimos años.

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La Universidad De Barcelona en El No-Do (1943-1975): Análisis De La Educación Superior a Través De La Verdad Oficial Del Regimen Franquista

Cited by 2 publications

References 3 publications

Twitter killed the media star: a historical evolution of marketing communication used by Spanish universities

Twitter killed the media star: a historical evolution of marketing communication used by Spanish universities

Lo que sabemos de educación a través de NO-DO. Revisión bibliográfica

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