Do "Efeito de Colagem" à Comunicação Estratégica no Contexto das Novas Tecnologias: Uma Análise do Museu Virtual da Lusofonia no Instagram

Tatiane Oliveira; Teresa Ruão

doi:10.21814/vista.4024

Authors

Tatiane Oliveira Centro de Estudos de Comunicação e Sociedade, Instituto de Ciências Sociais, Universidade do Minho, Braga, Portugal https://orcid.org/0000-0002-5184-4874
Teresa Ruão Centro de Estudos de Comunicação e Sociedade, Instituto de Ciências Sociais, Universidade do Minho, Braga, Portugal https://orcid.org/0000-0002-9723-8044

DOI:

https://doi.org/10.21814/vista.4024

Keywords:

strategic communication, new communication technologies, social media, Virtual Museum of Lusophony, Instagram

Abstract

New communication technologies have brought significant corporate organisation and communication changes. In this study, we present some of these transformations, particularly focusing on: the need for organisations to (re)establish symbolic connections within an environment with no physical presence and a reduced ability to create, exchange and maintain the organisational culture and identity. Thus, companies increasingly invest in new practices in social media to stand out in an environment loaded with images and noise where everything seems ephemeral and disjointed. Against the background of a fragmented society, we draw an analysis of the strategic communication of the Virtual Museum of Lusophony during its launch on Instagram. The research demonstrates the cultural organisation joined the social media essentially because it understood it was essential to achieve its purposes and, for coherence and consistency with the strategic communication, anchored by: (a) actions to create a visual pattern that consolidates the organisational identity; (b) a clear editorial line to publish images adding value to aspects of the organisation; and (c) practices implemented using the platform's interactive resources, towards an immediate increase in the engagement with the museum's audience and potential audience.

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Author Biographies

Tatiane Oliveira, Centro de Estudos de Comunicação e Sociedade, Instituto de Ciências Sociais, Universidade do Minho, Braga, Portugal

Tatiane Oliveira is a researcher and scholarship holder of the Virtual Museum of Lusophony. She has a master's in communication and a degree in social communication – journalism, with lato sensu specialisations in marketing and public communication. She is a PhD student in communication sciences with research in organisational and strategic communication.

Teresa Ruão, Centro de Estudos de Comunicação e Sociedade, Instituto de Ciências Sociais, Universidade do Minho, Braga, Portugal

Teresa Ruão is an associate professor in the Department of Communication Sciences at the University of Minho. She was vice-president of the Institute of Social Sciences at the University of Minho from 2010 to 2019 and president of its Pedagogical Council from 2012 to 2019. She has a PhD thesis in communication sciences (2008), conducted at the University of Minho, and researches in organisational and strategic communication. She is a member of the Portuguese Association of Communication Sciences, was a member of the board of its Organizational Communication Working Group for 10 years and was the coordinator of the Working Group from 2015 to 2017. She is also a member of European Communication Research and Education Association, International Association for Media and Communication Research, and a regular reviewer for International Communication Association.

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