Capa: Isabel Ruiz-Mora, Gisela Gonçalves & Ian Somerville (Org.) (2019) Organizational and Strategic Communication Research: Global Trends. Communication  +  Philosophy  +  Humanities. .
Organizational and Strategic Communication Research: Global Trends

by Isabel Ruiz-Mora, Gisela Gonçalves & Ian Somerville (Org.)

Collection: LabCom Books
Year of edition: 2019
ISBN: 978-989-654-552-9
Price of the print edition: € 15   Order

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In this book we present the latest advances made in strategic and organizational communication. Beyond traditional approaches, we propose new ways of doing and understanding communication in today’s society. We discuss situations far from the traditional path. We delve into global citizens’ problems and the way in which dialogue and participation processes are connected. The problem of evictions and the emergence of citizens as new political actors, the management of sustainability in the digital era, the development of positive communication in socially aware companies, grassroots movements in defence of public space, how resilience can shape education, the use of brands and professional associations as activists in the defence of public interests, the feminization of politics and the power of visual elements in political campaigns are some of the issues addressed in this volume.

In the book, communication is considered as the strategy to raise our voices and be heard. Strategic and organizational communication takes on an activist role to create a society that is fairer and more committed to citizens.

The diversity represented in this book, not only with respect to the authors’ nationalities, but also in the theoretical and empirical approaches, reflects one of the most salient features of the European Communication Research and Education Association (ECREA) and the Organizational and Strategic Communication Section’s identity.


Introduction - 9
Isabel Ruiz-Mora, Gisela Gonçalves & Ian Somerville

Symbolic or real? Sustainability and CSR in social media communication in the energy sector. A triangulated approach analysing hashtags and keywords - 17
Emilia Smolak-Lozano & Adriana Paliwoda-Matiolańska

Emerging political actors in the digital age. The case of the Platform for People Affected by Mortgages (Spain) - 47
Leticia Quintana-Pujalte & Antonio Castillo-Esparcia

Positive communication for the development of triple bottom line (TBL) companies - 71
María Belén Barroso & Alejandro Álvarez Nobell

Communication strategies that support grassroots movements against anti-environmental policies: Student participation in the creation of Bosque Urbano (Urban Forest) for Málaga - 97
Isabel Ruiz-Mora & Ana-Elizabeth González

Framing energy issues on TV in a climate change scenario - 121
Carmen Del Rocío Monedero Morales & María Teresa Mercado Sáez

Online radio broadcasts: the strengths of independence and key points in their consolidation. The case of Carne Cruda, Radiocable and El Extrarradio in Spain - 137
Silvia Olmedo Salar & Paloma López Villafranca

Multimedia approaches to resilience and education: An educommunication experience at the University of Malaga (Spain) - 153
Florencio Cabello Fernández-Delgado & Maria Teresa Rascón Gómez

Stickers on politics. The power of a brand is its weakness – a case of activism and subvertising - 173
Ana Duarte Melo & Sara Balonas

The feminization of politics and its influence on organizational communication strategy. A case study - 199
Ainara Larrondo Ureta, Julen Orbegozo Terradillos

The us presidential campaign from a european viewpoint. The power of visuals - 223
Carlos de las Heras-Pedrosa, Carmen Jambrino-Maldonado, Patricia Iglesias-Sánchez & Jairo Lugo Ocando

Professional associations or activists? The case of Conferp in defending an ethical identity for public relations in Brazil - 251
Gisela Gonçalves, Nathalia de Pinho Pereira & Bianca Persici Toniolo

Contributors - 273

Fundação para a Ciência e a Tecnologia
União Europeia
Quadro de Referência Estratégico Nacional
Programa Operacional Factores de Competitividade
Universidade da Beira Interior
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