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Title: Nous formats narratius en les notícies de les universitats: Estudi de The Harvard Gazette, Conecta del Tecnológico de Monterrey i 360UPF de la Universitat Pompeu Fabra
Author: Gil Ràfols, Mar
Tutor: Narberhaus, Marta  
Abstract: This master’s thesis was created with the main objective of identifying the use of new narratives in the university environment and providing elements to improve the communication of university institutions with current audiences. Through the analysis of the newsletters The Harvard Gazette and Conecta, from Tecnológico de Monterrey and the magazine 360upf, from Universitat Pompeu Fabra, the study reveals how these universities, representing diverse models and characteristics, approach the challenges and opportunities of new forms of communication. The research explores the multimedia approach, interactivity, hyper textuality and transmediality of the communication of these institutions with the aim of understanding how to build an effective institutional identity, how to inform and encourage audience involvement. This these offers a qualitative and comparative view and suggests enhancements for present and future university communication.
Keywords: university communication
social media
multimedia content
digital narratives
Document type: info:eu-repo/semantics/masterThesis
Issue Date: Jan-2024
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