Comunicação e Sociedade

Architecture and Branding: Heritage as an Element of Corporate Identity in Universities

Íñigo Urquía Uriaguereca — 2025-09-01

This study examines the role of architecture in shaping the corporate identity of universities designated as “UNESCO World Heritage Sites”. The objective is to assess how these institutions utilize their architectural heritage in institutional communication, particularly through their official videos, to reinforce their image and values. To this end, a qualitative methodology is employed, based on audiovisual discourse analysis, adopting the heritage quotient model, which allows for the examination of five key dimensions of heritage brands: trajectory, longevity, values, symbols, and history as identity.
The analysis of institutional videos from the University of Coimbra, the National Autonomous University of Mexico, and the University of Alcalá confirms that architecture is not merely a functional space but also a symbolic resource that conveys prestige, continuity, and institutional legitimacy. It is observed that the prominent architectural spaces featured in institutional videos serve as key elements in the construction of university identity and their heritage branding strategy. Ultimately, the research concludes that architecture is a strategic asset in the institutional communication of heritage universities.

Appealing to Emotion in Communication Strategies: The Case of Spanish Universities on Instagram

Sendi Chiapinotto Spiazzi — 2025-09-16

This article analyses the emotions conveyed by Spanish universities through their Instagram profiles at the start of the 2024/2025 academic year. The beginning of the academic year marks a pivotal moment of first contact between universities and incoming students; as such, it is particularly relevant to examine the communication strategies employed at this time. The research adopted an integrated methodology, combining rhetorical analysis and digital discourse analysis with semi-structured interviews conducted with communication professionals from four universities: the Autonomous University of Barcelona, Complutense University of Madrid, University of Salamanca, and University of Seville. The findings indicate that these institutions adopt a multimodal discourse — incorporating text, images, and videos — and a multiplatform approach, utilising their websites and other social media platforms, such as TikTok. The universities aim to construct an ethos of internationalisation and evoke emotions such as pride, belonging, and nostalgia among students. The findings also indicate that university communication professionals intentionally evoke emotions in their digital communications, such as on Instagram, to attract attention and foster engagement among their audiences. Nevertheless, despite these efforts, interaction levels remain low. In other words, although emotional appeal proves effective, it remains insufficient to establish a deeper connection with online student audiences.

Platform X and the Redefinition of Political Communication in Colombia: A Review of Recent Literature

Luis Jorge Orcasitas P — 2025-09-17

Research on the significance of platform X in Colombia’s political information and communication processes has grown substantially over the past two decades. This study presents a systematic review of the literature published between 2016 and 2022, employing a multidimensional methodological approach to identify the contexts in which these studies were conducted and the challenges faced within this field of inquiry. Drawing on peer-reviewed publications indexed in databases such as Scopus, EBSCO, ScienceDirect, JSTOR, ProQuest and Google Scholar, and applying rigorous inclusion and exclusion criteria following the PRISMA protocol, the review identified 42 relevant studies. The findings were organised into three main categories: actors (senders and recipients), political debates, and electoral campaigns, emphasising the increasing influence of microblogging on Colombian politics. The analysis reveals that platform X is extensively utilised within the country’s political landscape, reshaping interaction dynamics among political actors and establishing itself as a key arena for political and electoral engagement. The results offer an analytical framework for examining the impact of digital platforms on politics and contribute to the global literature on political communication by exploring informational dynamics in democratic contexts.

Regional Influence Journalism: A Proposal for Medium-Sized Brazilian Cities

Thays Assunção Reis — 2025-07-28

This article presents the conceptual proposal of “regional influence journalism”, centred on the journalistic practices developed in medium-sized, non-metropolitan Brazilian cities located in the interior of the states of the states. The proposal is grounded in empirical research conducted in the medium-sized city of Imperatriz, in southwestern Maranhão, as well as in 18 small municipalities within its region of influence (Regiões de Influência das Cidades: 2018; Instituto Brasileiro de Geografia e Estatística, 2020). The methodological strategy comprised the following procedures: (a) mapping of media outlets operating in the cities studied; (b) semi-structured interviews with journalists in Imperatriz; (c) administration of questionnaires to residents of Imperatriz and of cities in its surrounding region; and (d) content analysis of journalistic outputs. The results point to the existence of a form of journalism characterised by (a) simultaneous production of local and regional news — termed here “polarising news”; (b) news coverage that encompasses the broader region of influence; (c) mediation of the demands and concerns of nearby small communities; (d) production of local information aimed at regional consumption; and (e) intermediation of information flows originating from other urban centres.