Browsing by Author "Duarte, Alexandre"
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- Destinations, experiences, and places: the role of storytelling in tourism advertisingPublication . Duarte, Alexandre; Soeiro, RaquelThis theoretical essay examines the role of storytelling in advertising communication, specifically focusing on its application to destination branding. Tourism, as a dynamic and intangible sector, faces unique communication challenges. This paper critically analyzes storytelling as a tool to bridge these gaps, emphasizing its symbolic and emotional power to enhance destination image, authenticity, and visitor engagement. By synthesizing tourism communication and place branding literature, this study analyzes Portugal’s promotional campaign "Can't Skip Portugal" as a strategic storytelling use in destination promotion. This approach provides theoretical insights and practical implications for stakeholders in the tourism industry.
- Nation branding: the impact of surveillance on a country’s reputationPublication . Al-Hassan, Tarik; Duarte, AlexandreNation branding is collected efforts conducted by governments, occasionally in collaboration with private sector, local and/or international agents. This is to communicate in cooperation with local and international media providers a particular shiny image about the country in order to be perceived positively by other nations and foreign citizens, this is, with the aim of political, social, and economic prosperity as an outcome of the positive brand. This image and/or reputation of a nation can be influenced positively or negatively by communications, after all, it is often about communications and information management. While policy making is an action that governments make, in corporation with the nation in some countries, and while this process has a heavy weight in the scale of nation branding according to Simon Anholt, 2003, 2009, and 2011, the recent leaks over the past few years about some governments’ activities in terms of surveillance and privacy in the nation have been under the spotlight. More and more attention has been given to the subject, especially after Snowden’s leak of the National Security Agency (NSA) in the United States, since then there have been some privacy concerns related to mass surveillance in some nations including, USA, Europe, UK, China, and other countries (Lyon, 2014). The paper explores how such activity could negatively affect a nation’s reputable brand. This is by introducing mass surveillance concept and background, surveillance activities conducted by governments, and explore the given justifications of security, anti-crime, and terrorism, compare data and crime rate, and finally measure the credibility of the justification which in turn could positively or negatively influence a nation’s brand and reputation.
- The influence of YouTubers on children (8-12 years old): current issues and brandsPublication . Pinto, Beatriz; Duarte, Alexandre; Dias, PatríciaYouTubers have become a worldwide popularity phenomenon, and the ever-more time spent at home helped further amplify its status and relevance, especially with children. The increasing access to broadband internet, the easy and intuitive way of using it, the full control over what they want to see, the proximity to the public and the capacity to surprise and innovate are some of the motifs that make YouTubers so attractive to the youngsters. Using a qualitative methodology carried out in two sequential data collection phases, first with children and then with Youtubers, the authors aimed to answer the following research question: “How influential are YouTubers in shaping the opinions of 8-12 year-olds on topical issues?” This investigation concluded that children have YouTubers as role models, consider their content a reliable source of information and admit to having changed the way they think because of them. Although Youtubers’ influence diminishes as children grow, this study proved that they tend to adopt the views and perspectives shared by YouTubers. On the other hand, it is also an opportunity for children to learn and be aware of important topics from an early age in a more accessible and interesting way.
- TikTok practices among teenagers in Portugal: a uses & gratifications approachPublication . Dias, Patrícia; Duarte, AlexandreTikTok is consolidating its place in the social media landscape. During the first three months of the COVID-19, it was the most downloaded app worldwide, and it gained 500,000 new users in Portugal. Our study sets out to map the practices of Portuguese teenagers (10–16) on TikTok. Using a Uses and Gratifications approach (U&G), we conducted an online survey with a non-probabilistic sample of 347 TikTok users. Our findings show relevant differences between younger (10–12) and older (13–16) teenagers. The youngest are more careful about privacy and enjoy more experimentation as content creators, while the oldest are more focused on building an audience. Entertainment and self-expression are the main motivations for using the platform. About 50% of our sample admits at least one behavior that is indicative of addiction.