La comunicación de las universidades públicas españolas: situación actual y nuevos desafíos

González, Esther Simancas

doi:10.5209/esmp.76011

Cited by 8 publications

(1 citation statement)

References 33 publications

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“…Recently, the lack of specific research on communication in public universities in Spain has become evident, as well as the need to design and implement institutional communication for a social re-signification of the public university (Simancas & García, 2022). In this sense, there is no specific theoretical corpus for the praxis of communication at the public university that is capable of addressing its peculiarities as a strategic as a strategic factor for the future and as an agent promoting critical citizenship and innovation (González-Ramírez et al, 2020).…”

Section: State Of the Artmentioning

confidence: 99%

Projection of diversity in Higher Education. A study of an institutional communication media in a Spanish university

Jiménez

Iáñez-Domínguez

Izquierdo

2023

Communication & Society

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The way in which diversity is conveyed through the media can reflect the attitude of the communicators themselves and contribute to shaping society’s attitudes towards diversity. The aim of the study was to identify how diversity is conveyed by the University to the Society. A content analysis of diversity-related news items in the University’s Institutional Newspaper Journal of the Pablo de Olavide University (DUPO) (626 news items out of 3,186 published between 2016 and 2019, a full rector’s term) was conducted. Heterogeneity in diversity was identified: gender, functional, cultural, sexual, religious and age, with gender and functional or disability diversity being predominant. Dissemination of diversity was linked to the fields of social sciences, humanities and sport. Communicators were government teams, with a slightly larger role for women. In conclusion, the institutional communication of diversity carried out from the most common official communication channel of the university analysed is the majority compared to the actions of professors and researchers, and a heterogeneous conception of diversity was found, linking it to issues of gender, inequalities and violence.

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Section: State Of the Artmentioning

confidence: 99%

Projection of diversity in Higher Education. A study of an institutional communication media in a Spanish university

Jiménez

Iáñez-Domínguez

Izquierdo

2023

Communication & Society

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Instagram como canal de comunicación en el ámbito académico. Comparativa de las estrategias de las mejores universidades del mundo

Moreno-Albarracín

Sánchez

2023

RCom

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Las universidades emplean las redes sociales para transmitir sus identidades institucionales, aplicándolas como espejos y altavoces de la vida en el campus. Así, pretenden atraer a potenciales estudiantes y construir comunidades globales que trascienden lo offline. Gran parte de la literatura previa le otorga mayor relevancia al engagement alcanzado que al discurso empleado, por lo que esta investigación explora el uso que hacen de Instagram las cinco mejores universidades del mundo según el Ranking de Shanghái 2022, con el objetivo de comparar sus estrategias y contraponer el contenido publicado con las interacciones registradas. La metodología se centra en un análisis de contenido tanto cuantitativo como cualitativo de los posts publicados por Harvard, Stanford, MIT, Cambridge y California Berkeley durante el primer cuatrimestre del curso 2021/2022 (n=394), para lo que se diseña una ficha de análisis. Los resultados reflejan cierta homogeneidad en lo que respecta a formatos, con un uso predominante de las imágenes; y a intención discursiva, centrada en ensalzar el capital humano de la institución y sus historias de vida. No obstante, se hallan particularidades derivadas de los valores de cada Universidad y de la idiosincrasia del territorio en el que operan. Asimismo, de la relación entre la semiótica del mensaje y las interacciones registradas se extrae una conclusión principal: existe una discordancia entre lo más publicado y el contenido con más participación. Así, para lograr la bidireccionalidad en su comunidad social, las instituciones deberían diseñar sus estrategias conforme al impacto alcanzado, mayor cuando se difunden acciones de RSE y se opta por el vídeo.

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Beyond Erasmus. Communication of European Universities alliances on social media

García-Gordillo

Ramos-Serrano

Rivas-de-Roca

2023

EPI

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The European Union has suffered several problems in recent years, which triggers a proactive action by its institutions to generate a united citizenry and awareness of the importance of the EU. In the field of higher education, the European Strategy for Universities born in 2019 aims to strengthen and developed a common university system. The Erasmus program has traditionally been identified as the main driver of integration, but the emergence of European universities may mark a new phase in the shaping of the European Public Sphere (EPS). In this sense, social media are the key communication tool for higher education centers. The objective of this work is to examine the activity on social media of the 40 consortia of European Universities belonging to the first and second calls. First, the presence on the different social networks of these entities is analyzed to establish a map of the alliances, based on the number of social networks used, the volume of followers, the coordinating university and the year of the call. After identifying Twitter as the most used network, a content analysis is carried out on 12 variables of all the messages published by these consortia since their creation, with the aim of determining whether the content published on their Twitter accounts is professional in tone. The results reveal scant interactivity that does not take advantage of the potential of social networks. However, there is a certain influence of the national cultures in terms of use of digital platforms in the different countries that head each consortium, with Spain and France being rather remarkable in this aspect. Likewise, the advantage acquired by first-generation consortia boosts their greater impact. This leads to a reflection upon the true transnational dimension of the communication implemented by these universities.

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La comunicación de las universidades públicas españolas: situación actual y nuevos desafíos

Cited by 8 publications

References 33 publications

Projection of diversity in Higher Education. A study of an institutional communication media in a Spanish university

Projection of diversity in Higher Education. A study of an institutional communication media in a Spanish university

Instagram como canal de comunicación en el ámbito académico. Comparativa de las estrategias de las mejores universidades del mundo

Beyond Erasmus. Communication of European Universities alliances on social media

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