FCH - Dissertações de Mestrado / Master Dissertations
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- O contributo da comunicação interna para a geração de bem-estar nas organizações : o caso de uma organização multinacional do setor industrialPublication . Lagarto, Ana Filipa Ferreira Félix Dias; Brandão, Nuno Manuel Coelho de GoulartInternal communication plays a central and strategic role in contemporary organizations. It is essential not only to ensure the effective flow of information but also to motivate, engage, and align employees with organizational goals. When carried out effectively and strategically, internal communication proves to be a key factor in promoting well-being and happiness in the workplace - elements that translate into higher levels of productivity, happiness, and both professional and personal satisfaction among organizational members. In this context, the present study set out to understand how internal communication contributes to the well-being of employees in a multinational organization within the industrial sector. To meet the defined objectives, the central one being to understand how internal communication within the organization under study fosters employee well-being, a mixedmethods methodology was adopted. This included exploratory interviews with department directors responsible for internal communication and a questionnaire survey administered to the organization’s employees. The analysis of the collected data revealed that, although there is a generally positive perception of internal communication within the organization regarding its channels, content, and role in fostering well-being, dialogue, and interpersonal relationships, significant disparities persist among employees in the factory and those in operational roles. This indicates that internal communication is not yet experienced in a homogeneous way across the organization. Given the current scarcity of studies focused on internal communication in industrial or factory settings, this research highlights the need for further investigation into this context to identify strategies that can enhance engagement, motivation, and well-being among factory employees through more inclusive internal communication.
- Impacto das visitas dos doutores palhaços em crianças e adolescentes com cancro : comparação entre faixas etárias e regimes de tratamentoPublication . Costa, Carolina Sampaio Moura Alves; Nazaré, Ana Bárbara VicenteIn 2021, 412 cases of pediatric cancer were diagnosed in Portugal. It is estimated that 80% survive the disease and treatment. Cancer has a physical and psychological impact, and there is a need to humanize pediatric services through fun activities such as visits from the Clown Doctors. The aim of the study was to understand how the visits of the Clown Doctors impact pediatric patients at the Portuguese Oncology Institute of Lisbon Francisco Gentil (IPO), comparing age groups and treatment regimens. The study included 60 participants receiving treatment at the Lisbon IPO between 2023 and 2024, aged between 7 and 18. This was a quantitative study in which the participants filled in the questionnaires in the research protocol before and after the visits by the Clown Doctors. Regarding the results of the study, when comparing age groups, there were no differences in the perception of the visits by the Clown Doctors. After the Clown Doctors' visits, the children showed a significantly greater reduction in their fear of being in hospital. There was also a significant difference between the age groups in terms of pain reduction. When comparing treatment regimens, there was a significant difference in the perception of visits from the Clown Doctors, with the outpatient regimen showing a more positive perception. There were no significant differences between the groups in the hospitalization experience. Finally, when it came to adaptation, the outpatients showed a greater reduction in fear after the Doctor Clowns' visits. In conclusion, this study made it possible to observe, albeit small, some differences between the age groups and treatment regimes.
- Recruitment of portuguese nurses : a strategic Communication plan for a German clinicPublication . Ellerman, Julius Wilhelm; Campos, Ioli RibeiroThe global shortage of nurses, exacerbated by aging populations and increasing healthcare demands, presents critical challenges for healthcare organisations worldwide. The aim of this project was to develop a strategic communication plan for recruiting Portuguese nurses to a German clinic, ARCUS, a leader in orthopaedic surgery and sports medicine. The plan leverages the strengths of Portuguese nursing education, the socio-economic dynamics and working conditions in Portugal's healthcare sector, and the high employer standards of the ARCUS Clinic in Pforzheim, Germany. Based on a thorough literature review in combination with a quantitative survey, the investigation for effective strategies and tactics for crossnational recruitment was realised as part of the strategic communication plan. First hand empirical data of Portuguese nursing students regarding academic motivation and labour migration preferences allowed the creation of specific Vision, Mission, and Values statements, employer branding and the dissemination of personalised employee value propositions. The resulting messages promote opportunities for education and professional development for young Portuguese nurses and nursing students in Germany. This project provides a framework for European nurse recruitment initiatives and contributes to the research in the broader field of healthcare communication and sustainable recruitment. Furthermore, the project serves as an example for healthcare organisations to enhance employer branding and develop innovative employee value propositions.
- Love at a distance : the influence of Facebook and Instagram on the quality of long-distance romantic relationshipsPublication . Laska, Aleksandra Agnieszka; Roberts, Jessica StewartLong-distance romantic relationships, defined as relationships where partners live in distant locations, are becoming increasingly common. Existing literature suggests that the significance of geographic proximity in selecting partners may have diminished as societies rely on connections through online networks. Yet long-distance relationships remain an understudied phenomenon due to a widely shared view that such connections are prone to failure. As the number of individuals engaged in long-distance relationships remain on the rise, it is important to understand the patterns of online communication between partners in order to sustain such relationships and improve relational quality. Social media platforms are commonly used for communication purposes and continue to grow in popularity. In addition, previous studies have demonstrated that platforms such as Instagram or Facebook are broadly adopted by romantic partners and are utilized to sustain constant communication and make the relationship public. Consequently, this study explores the impact of Facebook and Instagram on the quality of long-distance relationships. Through in-depth interviews with nine individuals and nine couples currently involved in such relationships, the study identifies communication patterns among individuals in long-distance relationships, as well as positive and negative effects of social media usage. While challenges such as jealousy and technological distractions are noted, results suggest that Facebook and Instagram can improve relationship quality by supporting frequent and varied communication between partners.
- Literatura chinesa no estado novo : (não-)tradução, (auto)censura e resistênciaPublication . Cheung, Chon Neng; Maia, Rita Bueno de Matos da CostaA presente dissertação estuda as traduções portuguesas de literatura chinesa publicadas em livro no Estado Novo. Partindo da história da não-tradução literária chinês-português – um fenómeno quiçá relacionado com a distância cultural entre Portugal e a China –, o trabalho questiona as razões ideológicas que poderão explicar o facto de mais traduções de literatura chinesa terem sido publicadas durante o período do regime ditatorial e anticomunista, especialmente sob a ação da respetiva Censura. Considerando o anticomunismo do Estado Novo, a eficiência duvidosa da Censura repressiva ao livro e o aspeto generativo de censura, realizámos um estudo de história externa de 19 traduções incluídas no catálogo compilado, bem como uma análise textual de três traduções (representativas de três momentos da receção via tradução da literatura chinesa no Portugal do Estado Novo). Os resultados obtidos revelam três fatores ideológicos que terão influenciado a tradução de literatura chinesa no Estado Novo, categorizados por nós como feminismo, universalismo e comunismo. Para mascarar estas ideologias, quiçá censuráveis, as traduções recorrem à construção de um enquadramento peritextual apolítico, mas não à manipulação textual. Consequentemente, nessas traduções de literatura chinesa terá existido uma forma de resistência silenciosa, mediada através da autocensura.
- Marketing de experiências e a sua influência no consumidor : caso Mundo Fantástico da Sardinha PortuguesaPublication . Travassos, Carolina Abrantes Leite Simões; Simão, João Duarte Borges Martins de VasconcelosO marketing de experiências evidencia-se como a estratégia que se foca na criação de experiências memoráveis e diferenciadas, e conexões emocionais com o consumidor, estimulando os cinco sentidos. Esta investigação pretendeu compreender de que forma o impacto do marketing de experiências no comportamento do consumidor, tendo como contexto, a marca O Mundo Fantástico da Sardinha Portuguesa. Para tal, recorreu-se à metodologia de investigação mista, incluindo uma entrevista semiestruturada e questionário com 151 respostas válidas, suportados por uma pesquisa teórica, de modo a obter uma perspetiva mais realista sobre as intenções e os objetivos por trás das estratégias de branding da marca e explorar como as estratégias de marketing de experiências são concebidas e implementadas, além de seu impacto percebido na perceção do consumidor. Os resultados reforçam a importância do marketing de experiências na diferenciação da marca, consolidando a sua posição no mercado e fortalecendo a relação com os consumidores. Em termos empresariais, esta investiga o evidencia que a aposta em experiências envolventes contribui para o sucesso da marca, demonstrando que a criação de ambientes imersivos e emocionais influencia positivamente a perceção e a fidelização.
- O papel da rádio na divulgação e promoção da cultura musical portuguesa : estudo do programa Snooze da estação Mega HitsPublication . Mousaco, Marta Alexandra Falcão; Ribeiro, Nelson CostaDesde os seus primórdios no século XX, a rádio consolidou-se como um médium vital para a disseminação e preservação da cultura musical. A presente investigação visa colmatar uma lacuna existente na literatura em Portugal, ao explorar a contribuição do meio radiofónico para a divulgação e promoção da música portuguesa. Através de um estudo ao programa Snooze, da estação de rádio Mega Hits, adotou-se uma metodologia mista, que combina técnicas de análise de conteúdo quantitativa com entrevistas semiestruturadas aos profissionais da emissora. Os resultados demonstram que a programação e os conteúdos de promoção musical da Mega Hits seguem uma linha coerente, concentrando-se na transmissão e promoção de um número restrito de artistas, canções e géneros musicais. Não obstante, observou-se também uma certa abertura à inovação, aliada a um meticuloso processo de curadoria musical, fatores que desafiam as teorias mais pessimistas sobre a rigidez das rádios privadas e a sua subordinação aos imperativos comerciais dos grupos empresariais. No entanto, e de um modo geral, se estes resultados comprovam que, quase nove décadas depois, a “fetichização da música” que Adorno criticava se mantém atual no contexto contemporâneo, por outro lado, levantam questões sobre o papel que as emissoras locais, como a Mega Hits, podem desempenhar na divulgação e promoção da música em Portugal, sobretudo num panorama global dominado pelas culturas dos países hegemónicos.
- How does CEO branding influence perceived corporate reputation?Publication . Wetzstein, Maxime Irmelin Marcelle; Tavares, Patrícia Isabel Ramos Pego NunesIn an era where corporate leaders are no longer confined to the boardroom but serve as publicfacing representatives of their organizations, the branding of Chief Executive Officers (CEOs) has emerged as a critical factor in shaping corporate reputation (Moore, 2019). Today’s CEOs are expected to embody their company's vision, interact with stakeholders, and navigate the dynamic interplay of social demands and market pressures (Bendisch, 2011; Ventrella, 2021). As the modern business environment emphasizes innovational strength, broad competencies and leadership authenticity, this study’s research question arises: How does CEO branding influence perceived corporate reputation? This question is supported by an analysis of key aspects, including the defining characteristics of CEO branding, the internal and external factors that shape it, and strategies to leverage its potential, thereby maximizing opportunities and minimizing risks. To address these dimensions, this study employs CEO branding as a framework, using semi-structured expert interviews and a desk research analysis of digital communications from CEOs (Döringer, 2020; Stewart, 2022). Both methods focus on German DAX enterprises to capture CEOs' significant reach and influence, and evaluate audience interactions with their branding strategies. To analyse the findings, a qualitative content analysis following Mayring’s methodology (2022) is employed, systematically evaluating key branding elements such as authenticity, vision, goal orientation, expertise, stakeholder alignment, and approachability (Gough & Richardson, 2024). Key findings reveal that authenticity is highlighted as the most impactful component, fostering stakeholder trust and credibility (2015; Ventrella, 2021; Freeman, 2023). A forwardlooking vision emerges as a cornerstone for aligning organizational strategies with social and economic trends, strengthening corporate reputation (Casanova, 2017; Fetscherin, 2015). This research underlines the interplay of hard and soft skills – such as expertise, goal orientation, and approachability – as essential for building a well-rounded and resonant CEO brand. However, the findings also underscore potential reputational risks stemming from traits like arrogance or misaligned corporate social responsibility initiatives (Fetscherin, 2015). Additionally, the study analyses theoretical frameworks like the Stakeholder Theory (Freeman, 2023), the CEO-Branding Mix (Fetscherin et al., 2015), and CEO Reputation Management (Casanova, 2002). This research contributes to the growing body of literature by providing actionable insights into the strategic alignment of the CEO branding with corporate goals (Malmendier & Tate, 2009; Fombrun 2012). It offers a framework for leveraging the CEO branding as a multidimensional tool to enhance corporate reputation, address stakeholder demands, and achieve long-term organizational success (Bai et al., 2019; Freeman, 2023). Thus, the study underscores that an effective CEO branding is not merely a reflection of leadership but a transformative force in a modern corporate strategy, bridging organizational activities with stakeholder demands (Fetscherin et al., 2015).
- Estratégias de promoção de diversidade e inclusão nas empresas : um estudo de caso de uma empresa do grupo seguradorPublication . Coelho, Maria João Oliveira Rocha; Oliveira, Ana Maria da CostaA Responsabilidade Social Empresarial (RSE) tem sido um tema de crescente interesse tanto para a academia quanto para o setor empresarial. Atualmente, muitas empresas vão além da busca pelo lucro, ampliando o seu foco para questões de sustentabilidade e impactos ambientais e sociais, adotando uma postura de responsabilidade social que abrange tanto as suas operações internas quanto externas. Contudo, as empresas têm vindo a sentir a necessidade de se adaptarem a novos paradigmas, focando-se no bem-estar dos colaboradores. Um desafio central é a promoção da diversidade e inclusão. O estudo e aprofundamento sobre este tema é fundamental porque permite compreender quais são os fatores promotores de diversidade e inclusão nas empresas e como estes podem impactar positivamente a inovação, produtividade e competitividade das organizações. Produzir conhecimento científico é essencial para orientar as organizações na aplicação eficaz de políticas inclusivas. A pertinência social de estudar este tema reside na promoção de igualdade de oportunidades e na tentativa da criação de ambientes de trabalho mais justos e representativos da sociedade. Neste sentido, o Serviço Social pode adquirir um papel importante como facilitador no processo de promoção de diversidade e inclusão. Sendo o Serviço Social uma área das Ciências Sociais, é importante que traga contributos para a intervenção nesta área na qual intervém. Esta investigação assenta numa pesquisa qualitativa, com base, essencialmente, na realização de entrevistas semiestruturadas a um total de seis colaboradores de uma empresa do grupo segurador com atuação em Portugal. Desta dissertação emergiu, assim, a importância da diversidade e inclusão nas organizações, destacando a necessidade de que essas práticas reflitam a pluralidade social e promovam um ambiente de trabalho justo e inclusivo. No entanto, persistem desafios significativos, como a implementação eficaz dessas iniciativas e a necessidade de monitorizar o seu impacto real.
- Code-Dependency : Tiktok's AI & suggested content feed. Users circumstances to go outside of their filter bubblesPublication . Tiraborelli, Alice; Tavares, Patrícia Isabel Ramos Pego NunesThis dissertation's main objective is to understand users' perceived usage of TikTok's algorithm, particularly focusing on their reasons for exploring content beyond the platform's suggested feed. This exploratory study aims to look into user search behavior concerning algorithmic recommendations. To gain a comprehensive understanding, the theoretical framework addresses three key areas: the concept of "Platform Society," the role of artificial intelligence (AI) and algorithms in social media, and the phenomenon of "Algorithmic Sovereignty." With this theoretical approach, this research addresses user interactions on TikTok by examining how users navigate and engage with the platform's algorithmically curated content, versus actively searching for content independently. Through a detailed examination of TikTok's algorithm, user behavior, and engagement strategies, the study provides insights into the interplay between user agency and algorithmic control. Findings indicate that TikTok's algorithm significantly influences user behavior by personalizing content feeds based on user interactions, preferences, and engagement patterns. The study reveals that while many users rely heavily on algorithmically suggested content, some actively seek diverse content, demonstrating varying degrees of algorithmic awareness. The algorithm's influence is most evident in shaping user engagement and interaction patterns, guiding content discovery, and reinforcing specific content preferences. Moreover, the study identifies a complex relationship between user agency and algorithmic influence, highlighting the need for greater transparency and user awareness in navigating algorithmically mediated environments. The implications of these findings extend to understanding digital behavior on social media platforms, emphasizing the importance of balancing algorithmic personalization with user autonomy. Ultimately, this dissertation contributes to the broader discourse on the societal impact of AI and algorithms, advocating for strategies that enhance user empowerment in the digital age.