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- Activism as a marketing strategy: impacts and challenges for fashion brands in LGBTQ+ contextPublication . Marcelo, Ana; Matias, AnaIn recent years, fashion has played a central role in social activism, especially in defending the rights of the LGBTQ+ community. Fashion brands adopt inclusion and diversity strategies, reflecting a social commitment that resonates with consumers. This paper investigates fashion brands’ LGBTQ+ initiatives, exploring the underlying motivations and differentiating between genuine activism and opportunistic pinkwashing practices. The research reveals that activism can strengthen reputation and consumer loyalty, providing significant benefits when genuine. However, brands that embrace LGBTQ+ causes superficially risk losing credibility. The paper also discusses corporate social responsibility (CSR) in fashion, highlighting the importance of consistent internal policies and sustainable practices to ensure the authenticity of campaigns. In addition, it explores the challenges brands face in conservative markets, where supporting LGBTQ+ causes can generate boycotts, and presents recommendations for effective and ethical strategies. The study is based on a literature review and analysis of fashion campaigns. It presents a critical view of the impact of activism and suggests areas for future research. It concludes that the integration of values of inclusion and social justice is essential for brands to stand out in a positive and lasting way.
- How Destination Familiarity Impacts on Word of Mouth of Tourist Destinations: The Moderation Effects of Social Media EngagementPublication . Santos, Sara; Ferreira, Sónia; Augusto, Luísa; Santo, Pedro Espírito; Luciana PessoaWith the advent of the Internet, communication has changed, and new concepts have emerged, especially in tourism. Today, there are many tourist destinations, so competition is increasing. However, cities must find an effective method of differentiating themselves and demonstrating the value of their brand through social media posts since almost everyone is active in the digital world. Using social media, citizens can create and send content or choose word-of-mouth to pass on information about touristic destinations. Communication is vital for marketing and building a close relationship with the customer. Familiarity with the destination is essential because tourists should be prepared for what they will find when visiting a country. This article aims to study the effects of familiarity on the acceptance of tourist destinations moderated by engagement in social media. A quantitative approach was used, and a questionnaire was used to conduct the research. Using literature-tested scales, this study collected data from a sample of 915 individuals, which was analysed using SMART PLS software. The results identified that social media engagement is vital in moderating the relationship between familiarity with the destination, advertising stimulation and word of mouth
- Uma História de Sucesso: O Caso da Produção Audiovisual do Jornal do CentroPublication . Costa Lopes, Mónica Dulce; Ferreira, SóniaThe global epidemiological outbreak caused by Sars-CoV-2, which resulted in the COVID-19 pandemic, has significantly affected different sectors of society. The impact on audiovisual production was no exception. The restrictive measures imposed to prevent the spread of the virus have had notable effects on film production, television programs and other audiovisual content. Many production jobs were cancelled or postponed. To overcome these scenarios, adaptation had to be rapid and various strategies had to be adopted. At the same time, the pandemic has also led to new public behaviours and preferences, such as increased demand for streaming platforms. This article focuses on the study of this impact in the specific case of the audiovisual production of Jornal do Centro during the pandemic period. Jornal do Centro produces informative, entertaining, institutional, and promotional audiovisual content. Through the application of the interview survey, this research aims to explain how the production process, in each of the pre-production, production and postproduction phases, overcame limitations, adapted, and created solutions. It also reveals which strategies are maintained in the current scenario.
- Contemporary challenges in foreign language learning in higher education: rethinking the interactions between digital tools, cultural intelligence and cognitive load for a balanced active pedagogyPublication . Delplancq, Véronique; Costa Lopes, Ana Maria; Pereira, José Manuel de Almeida; Gillain, Romain; Fidalgo, Susana; IJARThe use of digital tools in foreign language learning in higher education raises many pedagogical challenges, particularly in terms of the skills to be developed, vital for society and the labour world, while simultane ously managing the cognitive load of students. Based on the results of experiments carried out with undergraduate Media Studies students at the Escola Superior de Educação de Viseu(Portugal), the paper questions the effects of applying active pedagogies using digital tools upon the acquisition of these competences, with particular focus on cultural intelligence, while keeping students' cognitive load balanced. Results show that pedagogical activation can favour the development of diverse competences and cognitive processes, but presents risks, namely overload in the case of poorly planned activities. The article aims to contribute to the design of balanced, rich and cognitively sustainable pedagogical devices, contributing to an active pedagogy with the integration of the digital tools.
- Promotional tourism videos: examining the role of familiarity, attitude, and word-of-mouth towards the regionPublication . Ferreira, Sónia; Santos, Sara; Augusto, Luísa; Santo, Pedro Espírito; Vasconcelos, MariaAfter the COVID-19 pandemic, tourism has grown enormously; this growth has been even more significant in Portugal. The dissemination of experiences by tourists who have already visited a region significantly impacts the interest aroused by other tourists. It is increasingly common for tourists to analyse the experiences of others before they travel. In this sense, word-of-mouth by tourists is a factor to be considered in tourism. Since tourism is based on experiences and familiarity with destinations is reinforced by accumulated experiences, studying the effects of familiarity on tourists' intention to word-of-mouth would be relevant. Furthermore, given that the attitude towards the region visited comprises cognitive and affective dimensions, it would be relevant to analyse the effects of the attitude towards the region on the intention to word-of-mouth. In this sense, this study sought to analyse the determining factors of word-of-mouth in tourism. To this end, a quantitative, cross-sectional survey was carried out, for which data was collected through a questionnaire from a sample of 906 tourists using the Smart PLS software. The results showed that familiarity with the region and attitudes towards the region is essential in tourists' intention to WOM. Therefore, this study supports the idea that tourist destinations should welcome tourists in the best way possible by providing them with greater familiarity with the region so that, through the word-of-mouth generated, it is possible to attract more tourists.
- Afrofuturismo como alternativa para a construção de outros currículos de lazerPublication . F. Miranda Jr, EdmilsonO presente trabalho representa o cruzamento dos Estudos Culturais com os Estudos do Currículo e do Lazer. Nesse cruzo, discutem-se estratégias de formação curricular e subjetivação no mundo pós-colonial, a partir da relação entre os conceitos de des-locamento e entre-lugares de Stuart Hall e Homi Bhabha. A noção de currículo, segundo Marlucy Paraíso, articulada com a diáspora dos povos africanos, na leitura de Paul Gilroy, pavimentam o estudo que propõe uma aproximação entre experiências pessoais descritas por Hall, Ebony Thomas e o autor deste artigo, para perceber o Afrofuturismo como uma alternativa para a construção de formas de currículo para o Lazer, as quais, ao invés de aprisionar, reativem forças, comprometendo-se com as relações étnico-raciais.
- Narrativa e personagem jornalística: a construção de José Dirceu como réu do 'mensalão' nas páginas de Veja.Publication . Lobo, Juliana; Araújo, Bruno Bernardo deBy combining epistemological contributions of the Narrative Studies in Journalism Studies, this article intends think journalistic discourse as narrative within which the social actors represented assume the value of journalistic character. Using the techniques of Critical Discourse Analysis, we develop an analysis that seeks to identify the main discursive strategies on the construction of José Dirceu’s image as defendant of the “mensalão” process, during its trial, by Veja magazine. The lexical choices, frameworks and other aspects inherent to the discourse of Veja magazine, allow identify a semantic universe strongly dysphoric regarding Dirceu’s image.
- Representação da memória e colaboração: a plataforma digital como suporte de preservação da memória cultural.Publication . Lobo, JulianaPretende-se uma reflexão sobre a preservação e arquivamento da memória cultural, com a utilização das plataformas digitais online, a partir de exemplos como o caso do museu virtual e colaborativo Museu da Pessoa, e o Portal Porta-Curtas, que exibe e cataloga curta-metragens nacionais brasileiros. Recebe destaque a representação da memória cultural no contexto das plataformas digitais, a partir dos novos recursos tecnológicos, que sugerem a transposição de limites tradicionais ligados à experiência e à rememoração. Considera-se ainda o processo colaborativo online, que surge a partir da mudança de postura do usuário, diante dessas plataformas.
- Personalidad y calidad del sueño en mujeres practicantes de FitnessPublication . Sousa, Patrícia; Coelho, Eduarda Maria; Mota, Maria Paula Gonçalves daProblema: la calidad del sueño puede verse afectada por diversos factores, dado que las mujeres duermen peor que los hombres. Se ha sugerido que el ejercicio físico ayuda a mejorar la calidad del sueño e incluso que el tipo de personalidad también sea un factor a considerar. Objetivo: caracterizar la calidad del sueño, los perfiles de personalidad de las mujeres practicantes de Fitness y determinar los principales predictores de la calidad del sueño. Método: la muestra fue de 113 mujeres adultas, practicantes de Fitness. Para analizar la calidad del sueño, se utilizó el Questionnaire, y para los perfiles de personalidad, el NEO Five-Factor Inventory (NEO-FFi). La caracterización del tipo de modalidad practicada, horario y duración del entrenamiento, frecuencia semanal, años de práctica y consumo de tabaco y alcohol, fue realizado a través de un cuestionario. Resultados: 56 mujeres (49.6%) presentaron buena calidad de sueño y 57 (50.4%) presentaron alteraciones de la calidad del sueño. Se encontraron relaciones significativas entre la calidad del sueño y el Neuroticismo (r= 0.440**, p= 0.000); la Extroversión (r= -0.298**, p= 0.001) y la Conciencia (r= -0.199*, p=0.035). Por otra parte, se descubrió que el Neuroticismo predice significativamente la calidad del sueño de las participantes de este estudio (ß= 0.354, p= 0.000). Conclusiones: más de la mitad de las mujeres que componen la muestra, presenta alteraciones del sueño, comprobándose, en gran parte de ellas, que las alteraciones son severas. Los perfiles de personalidad, en especial el Neuroticismo, la Extroversión y la Conciencia, parecen influenciar la calidad de sueño. Es importante que se adelanten investigaciones sobre los comportamientos que puedan afectar la calidad del sueño y contribuir al mejoramiento de la salud de toda la población.