ESEV - DCA - Capítulo em obra internacional, como autor
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- Active foreign language learning practices in higher education: the perspectives of the actorsPublication . Delplancq, Véronique; Costa Lopes, Ana Maria; Pereira, José; Fidalgo, SusanaThe digital age and Generation Z are key features within the current panorama of teaching-learning practices in higher education and drive innovative student-centred strategies, oriented towards the reality of the labour market. The article describes an experience of pedagogical activation carried out through project-based learning using digital tools, with undergraduate Media Studies students of the School of Education in Viseu (Portugal), towards the acquisition of skills in French and English, during the academic year 2021-2022. The objective was to renew teaching practices, so as to foster greater student motivation on the part of forthcoming media professionals, by enhancing their competences and confidence with concern to spoken and written interaction within the context of foreign languages for specific purposes. The dynamics of learning combined with authentic contexts and digital tools, encourages teachers to rethink their methodology and objectives, in order to be more innovative. One accounts for the chosen strategy and the various steps followed, evaluates the path of both students and teachers, analyses the benefits, the drawbacks and the impact in terms of acquired skills and concludes with reflections for forthcoming work projects.
- Adding Space and Senses to Mobile World ExplorationPublication . Silva, Maria João; Gomes, Cristina Azevedo; Pestana, Bruno; Lopes, João Correia; Marcelino, Maria José; Gouveia, Cristina; Fonseca, AlexandraMobile technologies can facilitate collaboration and knowledge creation in diverse educational contexts, enabling children to become actors in participation processes all around the world. Based on the lessons learned in various research projects, this chapter argues that adding spatial and sensory information augments the affordances of mobile world exploration by primary school children. This chapter starts by introducing a framework that relates technology, education, society and environment and by analysing the significance of space and senses in children’s literacy and mobile learning applications. It goes on to examine the advances in ICT for the development of multisensory georeferenced exploration and communication activities in the context of collaborative learning. The experience of the SchoolSenses@Internet project that developed, tested and used a mobile application for creating georeferenced multisensory messages within diverse collaborative learning contexts is presented. The design and the implementation process of the application are outlined and the lessons learned are identified and summarized. Finally some conclusions are drawn and issues for further research indicated.
- Advertising Ethics: the bounds of deceptiveness and the endless virtues of rhetorical strategiesPublication . Barroso, PauloIs there any correspondence between advertising and ethics? Advertising is a persuasive speech technique to persuade and to sell something (an idea, concept, product, service or brand); it uses effective means and strategies of communication and it is primarily engaged to achieve this objective without worrying too much with the way to do it. Therefore, ethical concerns may be seen as an obstruction to this achievement. But there are fallacious, immoral, and unethical or anti-ethical advertisements. As a public speech, advertising messages requires ethical caution, because the ends (the persuasive and commercial achievement) do not justify the means. Advertising should take an ethical dimension, especially when it follows a cunning, fallacious or deceptive strategy. Facing the increasing profusion of epidictic and apodictic messages in contemporary Western societies and industrialized cultures, this chapter focuses on a critical analysis of ethics in such public discourses aiming our consumption, satisfaction, pleasure, comfort, happiness, or social success. Following a reflexive methodology, based on a theoretical research, the main objective of this chapter is to answer the previous question and to understand how rhetorical strategies and techniques are more and more improved and able to develop new visual and popular forms of life, demonstrating the so-called secularization is all about the increase and excess of everything (products, goods, services, brands brought by advertising messages, also in excess) and the fading of ethical concerns and moral principles.
- Afrofuturismo e cultura de resistência em histórias em quadrinhos brasileirasPublication . F. Miranda Jr, Edmilson; Danielle Ferreira Medeiro da Silva de Araújo; Eva Dayane Almeida de Góes; Walkyria Chagas da Silva Santos; Maria do Carmo Rebouças dos Santos; Richard SantosA imagem do povo negro em narrativas de Histórias em Quadrinhos afrofuturistas é o foco da pesquisa que aqui se apresenta. Nesse recorte, percebo que o pensamento hegemônico82 – marcado pelo colonialismo – vê o negro de um jeito e o Afrofuturismo propõe ver de outro, mais positivo, não mais um subalterno. Esse negro, na proposta afrofuturista, é protagonista e traz consigo elementos de diferentes culturas cuja origem remete às tradições africanas, reposicionando também aspectos religiosos e estéticos, reapresentados em uma imagem diferente do que até então fora comum em narrativas dos mais diferentes gêneros na cultura de massa.
- An Analysis of the Real-Time Strategy Games: The NinetiesPublication . Rito, P. N.; Deniz Denizel; Deniz Eyüce Sansal; Tuna TetikThis chapter aims to perform a scoping review related to video games of the genre Real-Time Strategy. Several video games have been associated with the strategy genre, and different titles have appeared on the market over time, some of which have a more military aspect and are usually associated with the subgenre of real-time strategy. These types of games tend to be more dynamic as opposed to turn-based because they feature time-based gameplay and choices about unit building. The difficulty of controlling all elements of the game makes them more attractive to players, with a high degree of uncertainty and complexity. Decisions are not perfect and most often are made abstractly. There has been a profusion of research work that makes use of RTS to develop AI or to build knowledge repositories with options that are made during games by players. The review that is made in this paper demonstrates the diversity of the formal elements that make up the RTS, identifies some of the initiatives that make use of RTS for research on certain topics, as well as the challenges that arise for game designers when making the choices they have to do.
- Brand Engagement and Creative Digital Advertising: A Case Study of Galo Portuguese BrandPublication . Santos, Sara; Santo, Pedro Espírito; Ferreira, SóniaAdvertising has evolved over the decades. Knowing consumers are increasingly avoiding advertisements, creating campaigns that attract attention and stay in memory is essential. Advertisers’ main goal is to get closer to consumers, generating visibility, attractiveness, and engagement with the brand. Furthermore, this topic has aroused the academy's interest, and studies show the importance of advertising and its connection with brand engagement. Thus, this study (n = 244) was carried out through a research model, tested through the PLS-SEM methodology, which showed that informativeness, narrative structure and narrative transportation have effects on brand engagement and advertising stimulation play a mediating role in this relationship. Therefore, it is suggested that brands create video ads with information and relevant structures to attract consumers that consider themselves part of these ads.
- Brands Should Be Distinct! The Contribution of Ad s Narrative and Joy to DistinctivenessPublication . Santos, Sara; Espírito Santo, Pedro; Ferreira, SóniaWith the COVID-19 pandemic consumer needs are changing and marketing communications must be effective in order to be recognized in the consumerʼs mind. Trends in the production of content with images and videos that allow consumers to immerse themselves in the content are contents that are more successful in the future. The production of video ads that use storytelling play an important role in the interpretation of the message where counter arguments can decrease through narrative transportation. Thus, consumers In this sense, we conducted a cross-sectional research that aimed to test a model using equations that was analyzed through AMOS software. The analyzed model with a sample of 326 participants shows that a structure of the narrative, joy and a narrative transportation expresses a positive influence in the distinction of the brand. As a result of this study, we present the theoretical and possible contributions for managers in the area of strategic marketing.
- Comunicação digital e estratégia de redes sociais em hotelaria: o caso da rede Marriott International.Publication . Veríssimo, Medéia; Lobo, Juliana; Bruno Carriço Reis; Ana Paula CastelaO turismo é uma indústria globalizante e um fenómeno, tanto a nível económico como social. É, assim, importante saber o que motiva, nos dias de hoje, os indivíduos a um trânsito permanente. Este nomadismo intermitente, onde cada chegada projeta nova partida, interpela-nos no sentido de percebermos que critérios são tidos em conta para a eleição de um dado destino turístico (em detrimento de tantos outros). Num mundo em que o turismo experiencial se afirma cada vez mais, as redes sociais contribuem para aumentar o valor da experiência dos viajantes, tanto relativamente aos destinos turísticos como aos hotéis, sendo que os agentes do negócio das viagens apostam cada vez mais no Marketing Digital.
- Comunicação e estratégia na crise pandémica em Portugal e no BrasilPublication . Barroso, PauloComo as estratégias em comunicação sobre a COVID-19 em Portugal e no Brasil persuadem para a mudança de comportamentos sociais? Este artigo apresenta uma análise qualitativa centrada nas estratégias em comunicação política contra a pandemia em Portugal e no Brasil, na sua fase inicial em 2020. O objectivo é caracterizar a eficácia persuasiva da comunicação estratégica governamental na gestão da crise pandémica.