Author(s):
Duarte Martins, Nuno 
; Alvelos, Heitor ; Brandão, Daniel
Date: 2011
Persistent ID: http://hdl.handle.net/11110/376
Origin: CiencIPCA
Subject(s): Oncologia; Web 2.0; Marca; Identidade; Cidadania
Document details
Os Media Participativos e a importância do Cidadão e da Instituição enquanto Ma...
Description
Present paper aims at surveying the relevance that brands and identities may have in participatory platforms in the context of oncology. Despite the fact that these platforms provide the same tools to citizens and institutions alike, their capacity for mobilization is distinct. In general, institutions seem to be more successful, although this is not always the case. Discussing the concept of brand and identity, as well as understanding how the differences between citizens and institutions may blur within the context of new media, may contribute to answering the above question. We anchor our analysis on the study of social network Facebook, oncological institutions and citizen support groups, and various health studies. The ultimate goal will be the clarification of the importance of brands and identity as a contributive factor towards new solutions in participatory media
Present paper aims at surveying the relevance that brands and identities may have in participatory platforms in the context of oncology. Despite the fact that these platforms provide the same tools to citizens and institutions alike, their capacity for mobilization is distinct. In general, institutions seem to be more successful, although this is not always the case. Discussing the concept of brand and identity, as well as understanding how the differences between citizens and institutions may blur within the context of new media, may contribute to answering the above question. We anchor our analysis on the study of social network Facebook, oncological institutions and citizen support groups, and various health studies. The ultimate goal will be the clarification of the importance of brands and identity as a contributive factor towards new solutions in participatory media
Document Type
Article
Language Portuguese
Language Portuguese
| Financiadores do RCAAP | |||||||
|
|
|
|
|
|
||