ESEV - DCA - Artigo em ata de evento científico internacional
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- DIGITAL TOOLS FOR FOREIGN LANGUAGE LEARNING IN HIGHER EDUCATION IN PORTUGAL: IMMEASURABLE OPPORTUNITIES AMIDST MULTIPLE CHALLENGESPublication . Delplancq, Véronique; Costa Lopes, Ana Maria; Oliveira, Isabel; Martins, Joana; Pereira, José; Martin, Justine; Casañ Pitarch, Ricardo; Gillain, Romain; Amante, Susana; Fidalgo, SusanaPedagogical innovation in higher education (HE) is a delicate subject that has already been the object of many studies. Today, it is clear that students must play a very active role in their own learning, in a process that is both increasingly individualised and collaborative, in line with the ever-changing demands of the labour market and society as a whole. Pedagogical innovation can be based on various active methodologies which rest upon numerous tools, among which digital tools currently hold a prominent place. However, it is undeniable that the various studies have attempted to draw firm conclusions about the advantages and disadvantages of the different methodologies. What's more, there are so many digital tools readily available to users on the internet that it is often difficult to make a reasoned choice that will guarantee real benefits in terms of learning outcomes right from the beginning of the work with students. In fact, each student has their own particular needs and reactions. This means that teachers need to be highly flexible and able to quickly adapt the teaching sequences they had prepared. They also need to be familiar with a wide range of active methodologies and digital tools to support students' work and they must be constantly updated to keep pace with the demands of emerging technologies. The challenges are many, but they guarantee motivation for all those involved in the educational process. This article is intended as a contribution to the discussion on the implementation of active methodologies for foreign language (FL) learning in HE, supported by a wide range of up-to-date digital tools. The experiment presented, which is the result of projects developed at the School of Education (ESEV) of the Polytechnic Institute of Viseu (Portugal), took place during the second semester of the 23-24 academic year, as part of a FL curricular unit (CU) (English and French) of the 3-year degree course in Media Studies, with a group of 25 second-year students. The general aim of this CU is to deepen the communicative skills pertaining to the career paths of these students, by mobilising the professional skills of these forthcoming media professionals. Other skills, such as the cultural and intercultural skills inherent to FL, are also worked on. The preferred methodologies are project-based learning, mobile learning, flipped learning, gamification and peer assessment, within a collaborative and constructive environment. In addition to these obvious hard skills, soft skills such as creativity, flexibility, empathy, critical thinking, interpersonal skills are all part of the learning progress. The study shows the evolution of the didactic sequence developed at the beginning of the semester, justifies the decisions taken towards the achievement of positive didactic repercussions particularly with regard to the choice of the digital tools used (for the production and dissemination of documents drawn up by the students or for gamification), systematises the reasons for the adaptation throughout the semester and outlines the difficulties encountered, as well as the advantages of these teaching choices from the point of view of the student, the teacher and the assessment procedures. It concludes with prospects for future research, in particular by considering AI as an inevitable asset within teaching-learning contexts.
- Digital tools for foreign language learning in higher education in PortugalPublication . Delplancq, Véronique; Costa Lopes, Ana Maria; Oliveira, I.M.; Martins, Joana; Pereira, José; Martin, J.; Casañ Pitarch, R.; Gillain, R.; Amante, Susana; Fidalgo, SusanaPedagogical innovation in higher education is a delicate subject that has already been the object of many studies. Today, it is clear that students must play a very active role in their own learning, in a process that is both increasingly individualised and collaborative, in line with the ever-changing demands of the labour market and society as a whole. Pedagogical innovation can be based on various active methodologies which rest upon numerous tools, among which digital tools currently hold a prominent place. However, it is undeniable that the various studies have attempted to draw firm conclusions about the advantages and disadvantages of the different methodologies. What's more, there are so many digital tools readily available to users on the internet that it is often difficult to make a reasoned choice that will guarantee real benefits in terms of learning outcomes right from the beginning of the work with students. In fact, each student has their own particular needs and reactions. This means that teachers need to be highly flexible and able to quickly adapt the teaching sequences they had prepared. They also need to be familiar with a wide range of active methodologies and digital tools to support students' work and they have to be constantly updated to keep pace with the demands of emerging technologies. The challenges are many, but they guarantee motivation for all those involved in the educational process. This article is intended as a contribution to the discussion on the implementation of active methodologies for foreign language (FL) learning in higher education, supported by a wide range of up-to-date digital tools. The experiment presented, which is the result of projects developed at the School of Education of the Polytechnic Institute of Viseu (Portugal), took place during the second semester of the 23-24 academic year, as part of a FL curricular unit (English and French) of the 3-year degree course in Media Studies, with a group of 25 second-year students. The general aim of this curricular unit is to deepen the communicative skills pertaining to the career paths of these students, by mobilising the professional skills of these forthcoming media professionals. Other skills, such as the cultural and intercultural skills inherent to FL, are also worked on. The preferred methodologies are project-based learning, mobile learning, flipped learning, gamification and peer assessment, within a collaborative and constructive environment. In addition to these obvious hard skills, soft skills such as creativity, flexibility, empathy, critical thinking, interpersonal skills are all part of the learning progress. The study shows the evolution of the didactic sequence developed at the beginning of the semester, justifies the decisions taken towards the achievement of positive didactic repercussions particularly with regard to the choice of the digital tools used (for the production and dissemination of documents drawn up by the students or for gamification), systematises the reasons for the adaptation throughout the semester and outlines the difficulties encountered, as well as the advantages of these teaching choices from the point of view of the student, the teacher and the assessment procedures. It concludes with prospects for future research, in particular by considering AI as an inevitable asset within teaching- learning contexts.
- Youth, media and technology: Practices and habits of media students in accessing informationPublication . Morais, Nídia Salomé; Martins, Joana; Midões, MiguelAs part of the project “Media Literacy in Higher Education: an exploratory study with Social Communication students”, the authors intend to assess the degree of media literacy of students attending a course in Media Studies. This article analyses the data that crosses the answers to an online questionnaire with the results of a focus group, instruments applied to first-year undergraduate students in the scope of media consumption habits and practices. The results show the prevalence of screens, especially social media and television, as means of information consumption and point to the prevalence of the smartphone and the replacement of entertainment consumption on television by streaming platforms. The relevance and contribution of this study involve the idea of change in consumption habits, with special emphasis on a generational group, which is in training to exercise a profession in social communication. Given the change in the communicational paradigm, media education continues to play a fundamental role in developing critical thinking to understand this change and its implications in the current society of screens, where information overload reigns and consumption is differentiated.
- User-Generated Content in Tourism: Could it impact Brand Equity and Intention to Visit?Publication . Santos, Sara; Ferreira, Sónia; Vasconcelos, MariaThe Internet has changed communication and created significant challenges for the tourism and hospitality sectors. Due to the abundance of tourist destinations available, competition is fierce. Therefore, destinations must devise strategies to set themselves apart and strengthen customer brand equity by providing informative and engaging content on digital platforms, specifically social media, with millions of users. Web 2.0 allows users to generate and distribute information through user-generated content and e-word-of-mouth as trustworthy sources for tourist information that can significantly influence travellers' decision-making process. Therefore, businesses must share pertinent information and incentivize online customer feedback on social media platforms where ideas and opinions are highly valued. These can influence a potential tourist's decision to visit, which makes them critical to destination promotion. Effective communication is essential in shaping consumer opinion and fostering strong customer relationships. This study analyses whether user-generated content impacts brand equity and visitation intentions. It utilized a quantitative approach, using a survey to collect data from tourists and potential tourists of Portugal's Central Region. The sample size consisted of 515 participants. The collected data was then analyzed statistically with the assistance of Smart PLS 3.3.2 software. Based on the results, it was found that user-generated content has an impact on destination awareness, perceived quality, and intention to visit.
- Which Factors Influence Word-of-Mouth for Tourism Video Ads?Publication . Augusto, Luísa; Santos, Sara; Ferreira, Sónia; Santo, Pedro Manuel Espírito; Vasconcelos, Maria de AlmeidaNowadays, the popularity of the Internet for advertising purposes and the increasing use of videos to entertain and captivate viewers is undeniable. Short videos have recently gained signicant popularity and have great tourism marketing potential. Given the amount of information on the Internet and social media, it is necessary to make videos and advertisements that stand out. The narrative structure greatly inuences the interpretation of the message in video advertising, mainly when storytelling techniques are utilised. This has a crucial impact on how viewers perceive and immerse in the information. This study presents a model that relates narrative structure, transportation, destination familiarity, and word-of-mouth. Using the PLS-SEM methodology, this model was tested using a sample of 916 participants with the SMART-PLS program. The results of the study show that the structure of the narrative and the level of familiarity with the destination featured in the promotional videos signicantly inuence narrative transportation. This, in turn, improves and promotes word-of-mouth communication. These results contribute to existing research on incorporating narratives into tourism videos and suggest that promotional videos can be a powerful marketing tool for destinations.
- Cultural Heritage and Industrial Tourism: a marketing approach to the case of Center of PortugalPublication . Matias, Ana; Cardoso, Luís; Marcelo, Ana Sofia André BentesThe aim of this work is to raise awareness concerning the potential of Industrial Tourism, especially in the Center of Portugal, in addition to sharing experiences concerning the development of touristic programs and promotion in the post-Covid times. This study aims to analyze how industrial tourism is contributing to the center region of Portugal, namely by attracting new tourists and enhancing the local economy; it also aims to chart the industrial tourism in the region and its potential growth capability; this research also aims to chart possibilities for investments in new industrial tourism projects, by analyzing the most important examples of Industrial Tourism so far and how they are facing the challenges. With this work, we aim for a theoretical approach on how to turn unique resources concerning Industry in development and wealth for each region in the postpandemic world. We also intend to focus on some cases of municipalities where this tourist modality already exists, and how it has been promoting the local particularities and heritage. The methodology is based on qualitative and quantitative analysis of data concerning the center of Portugal (28 200 km² and 2 217 285 inhabitants), provided by the government and regional tourism data sources, to understand and chart the Industrial Tourism in this region, capacity for attracting tourists, number of tourists who visited such places and their impact.
- The importance of using social networks and relationship marketing in hotel management: A study with tourists in the Autonomous Region of MadeiraPublication . Antunes, Joaquim; Santos, Magda; Morais, Nídia SaloméNeste artigo expõem-se e discutem-se alguns dos resultados obtidos no âmbito de um estudo sobre a gestão hoteleira, realizado na Região Autónoma da Madeira. Este estudo procurou perceber a importância das técnicas de marketing relacional e a identificação dos fatores mais importantes para os hóspedes no relacionamento com o hotel. A investigação adquiriu um carácter descritivo, o que permitiu perceber o que os turistas pretendem e como atuam nas suas decisões. Através de uma metodologia mista que passou pela realização de três entrevistas a responsáveis de hotéis e de 188 questionários aos turistas foi possível verificar que o Facebook é a rede social mais utilizada para o planeamento de uma viagem, tal como é a eleita pelos hotéis para possuírem um perfil. Durante a análise foi possível, também, constatar que os consumidores consideram importante que os hotéis tenham em conta os pacotes de desconto para futuras estadias, os agrados no check-in e durante a estadia, a personalização dos serviços, o tratamento personalizado, como ser reconhecido pelo seu próprio nome, sendo importantes para o melhoramento e manutenção da relação. O estudo realizado permitiu também concluir que nem todos os hotéis utilizam ainda de forma mais eficaz as ferramentas de marketing digital.
- The challenges of researching within the audiovisual scientific field amid a pandemic: the case of a master student research project involving 360º videos for museumsPublication . Raposo, Rui; Morais, Nídia SaloméThe global pandemic, triggered by the COVID-19 virus, drove millions of higher education post-grad students into a spiral of challenges that, according to their scientific field of studies and focus, could even differ among students from the same program and course. This paper presents the deconstruction, presentation, and analysis of the almost iterative reviewing and rescheduling of research conducted by a student in the Digital Audiovisual branch of the Multimedia in Communication master program, the University of Aveiro in Portugal. The goal is to produce a set of 360º videos of the Church of Jesus in the City of Aveiro and further research its usefulness and attractiveness for former or potential user virtual tours. According to the circumstances presented by the pandemic and the nationwide confinement constraints determined by law between March and May 2020, the work methodically outlined was redesigned to adjust the research to these new conditions and guarantee that scientific rigour was met. It should be pointed out that the overview presented is given according to the supervisor’s point of view and may contribute to similar challenges presented to other master student supervisors. The student was able to implement a condensed yet interesting pre-production, production, and post-production plan due to the impossibility of capturing additional on-site footage. The work’s literature review was further developed, online tools were developed to collect data regarding user experience when viewing and interacting with the 360º audiovisual content, and a set of communication and collaborative work strategies was also developed and adopted. The results attained two of the work’s primary goals: handing in the dissertation and finishing the post-grad program. It also shed some light on good contingency plans suitable for audiovisual research projects confronted with constraints deriving from confinement contexts, social distancing concerns, and overall lack of what may be considered normal in this research field. Unfortunately, the present state of affairs leads us to admit that this may be the norm for the foreseeable future.
- Higher Education Students’ Perception Toward the Portuguese and Foreign Media Sector.Publication . Morais, Nídia Salomé; Martins, Joana; Midões, MiguelIn the scope of research on media literacy, knowledge about the media sector can be understood as an advantage for the full exercise of citizenship, in the sense that it allows citizens to have a critical and enlightened relationship with the media and the media field [1]. In an era when the consumer of media products is also "the messenger, the producer, the innovator and creator" [2], it is important to know the skills of those who will be the future media professionals, one of the groups that, among other skills, should have a deep knowledge about the media sector. Having as reference the results of the project "Media Literacy in Higher Education: an exploratory study with social communication students" which is taking place at the Superior School of Education / Polytechnic Institute of Viseu, this article presents the main conclusions concerning the students' knowledge about the media sector in Portugal and worldwide. The questionnaire survey applied to students of all three years of the course in May 2021 reveals that the vast majority were able to identify the groups that own different media in Portugal. Although no significant differences were found according to the year attended, it should be noted that the 1st year students show a good knowledge of the media sector, in some cases with higher averages than those identified for the 2nd and 3rd year. In general, the results are encouraging: for all the questions concerning the identification of the belonging of the Portuguese media to the respective economic groups, the great majority of the students of the course correctly pointed out the group in question. In the questions related to the media sector in the world, the students who participated in the study also revealed good knowledge, with the great majority being able to correctly identify the nationality of the television channel "BBC" and "Fox News" and all were able to identify a French and a Spanish newspaper, with the majority mentioning "Le Monde" and "El País" respectively. The evaluation of this dimension of media literacy among higher education students of a communication sciences course reveals positive results, in the sense that the participants' perception of the media sector in Portugal and in the world is clear and consistent.
- Social media and digital influencers on Instagram: a case studyPublication . Esteves, Daniela; Morais, Nídia Salomé; Raposo, RuiWith the emergence of social media and continuous progress and paradigm-shifting breakthroughs in new media, communication professionals need to keep up to date with what consumers are talking about online. Brands tapped into this reality and understood that to influence interactions in this digital landscape, they would need to bring digital influencers into the equation about social media. By recognising that partnerships between beauty brands and digital influencers are a marketing strategy increasingly used by brands and by resorting to Instagram as a research environment, the project presented in this article aimed to understand, through a case study, the impacts that partnerships between the beauty brand Freshly Cosmetics and several digital influencers may have on its followers in Portugal. The study was conducted during the development of a master's dissertation in Applied Communication and, despite focusing on a single brand, enabled the authors to outline the methodology that will be further explored in future work with larger samples of brands. Ten publications from different digital influencers were selected and analysed according to a set of criteria, and a focus group was conducted with ten women who knew the brand under analysis. According to the results obtained, although digital influencers have some impact on decision-making, the participants preferred brands they already knew and their opinions were formed based on research and not on digital influencers' statements. For the participants, feedback from real consumers, external research conducted on their own, and the opinions of experts in the field are responsible for the brand's image in the eye of the consumer.