Made available in DSpace on 2016-08-03T12:30:00Z (GMT). No. of bitstreams: 1 CamilaKrohlingColnago.pdf: 1625237 bytes, checksum: 55f3dcaebdabc5740e480ac6c76a4a8d (MD5) Previous issue date: 2014-05-07 / The limited financial means and limited administrative structure are in part the shortcomings for the small start-up business in quickly achieving results. To overcome these shortcomings, small businesses must develop a communication strategy to reach the greatest number of customers and one of the vehicles to achieve the goal of strategically positioning the business is the use of the internet in cost effective manner. The objective of this thesis is to address the importance of developing an efficient and effective communication structure specifically as it applies to small emerging businesses with limited resources using the social networks and digital media and an in depth analysis of the elements to be employed to achieve the business objectives of individual business owner operators, micro enterprises and small businesses. As a preface, included are bibliographic studies in support of the research for the understanding of the infrastructures of small business and communication structures. These studies laid the foundation to the proposed model The Practical Guide for use Social Networks and Digital Media for Strategic Positioning for Small Businesses and the research was concluded with a qualitative analysis of: a) the use of the proposed model by three different small businesses over a period of three months; and b) the evaluation of the proposed model. The results of this research suggest that despite positive contributions of the Practical Guide for the use Social Networks and Digital Media for Strategic Positioning for Small Businesses in improving the strategic positioning for the small business, in general communications alone will not fall short because of the internal limitations small business structures. / A comunicação via mídias e redes sociais digitais é uma atividade estratégica de suporte para a consecução dos objetivos dos pequenos negócios que, em face de uma realidade de restrição de recursos financeiros, estrutura administrativa reduzida e necessidade de obter resultados no curtíssimo prazo, encontram nas ferramentas da internet alternativas viáveis para o posicionamento e a diferenciação de seus negócios. Os objetivos desta tese envolvem tanto a compreensão da importância da comunicação organizacional para os pequenos negócios quanto à identificação das particularidades dos pequenos negócios, o desenvolvimento de um instrumento para orientar a atuação estratégica dos pequenos negócios nas mídias e redes sociais digitais e a análise da colaboração deste instrumento para as atividades empresariais dos empreendedores individuais, das microempresas e das pequenas empresas. Realizaram-se, primeiramente, estudos bibliográfico e documental com vistas à fundamentação teórica da pesquisa e à compreensão dos pequenos negócios e dos aspectos contemporâneos acerca da comunicação institucional. Sucedeu-se o trabalho de desenvolvimento do Modelo de Aplicação Prática para Posicionamento em Mídias e Redes Sociais Digitais e, posteriormente, uma pesquisa qualitativa, compreendida por duas etapas: a) aplicação do modelo proposto a três empresas; e b) avaliação do modelo. Os resultados da pesquisa mostram que, a despeito de o Modelo de Aplicação Prática para Posicionamento em Mídias e Redes Sociais Digitais contribuir estrategicamente para o posicionamento dos pequenos negócios, de maneira geral, a comunicação nesse tipo de empreendimento não surte melhor efeito porque esbarra nas limitações próprias desse tipo de empresa.

A digitalização do território e a sua transformação em fluxos informativos (DI FELICE et al, 2012) resultaram em um outro modo de ser sobre a Terra, de ser-no-mundo contemporâneo, mais particularmente no que o sociólogo Massimo Di Felice (2009) define com o conceito de \"habitar atópico\", desenvolvido a partir da pensamento de Heidegger. Para ele, mais do que residir, o habitar refere-se a um relacionar-se, a um comunicar, caracterizado pelas interações em rede dos diversos coletivos humanos e não-humanos, tecnológicos, territoriais. Assim, mais do que a reprodução digital do território, trata-se de um novo ambiente, um \"metaterritório\", metageográfico e informativo, portanto, dinâmico e manipulável, cujas dimensões são sempre reticulares e indelimitáveis (DI FELICE et al, 2012). É nesse panorama que se pretende esboçar os caminhos para a proposição do conceito de \"ecopoiese\", entendida como uma ecologia que, ao contrário do que o sentido etimológico possa induzir, é do âmbito do atópico e do indizível. Seu oikos não se localiza e seu logos não se explica. Essa ecologia é pós-humanista e assim sendo, o somente humano não a define e nenhuma perspectiva única a reivindica. Nessa ecologia, as interações entre humano, natureza e tecnologia comunicativa assumem um caráter complexo e produzem sempre agenciamentos hibridizantes, divergindo de quanto preconizado pelas interações somente técnicas atribuídas à Internet das Coisas / The digitalization of the territory and its transformation into information flows (DI FELICE et al, 2012) resulted in a further way of being on earth, of being-in the contemporary world, more particularly in what the sociologist Massimo Di Felice (2009) defines with the concept of \"atopic inhabit\", developed from the thought of Heidegger. For him, rather than reside, dwelling refers to a relate to, to a communicate with, characterized by networked interactions of the human and non-human, technological, territorial collectives. Thus, more than the digital reproduction of the territory, it is a new environment, a \"metaterritory, a \"metageographical\" and informative one, and therefore dynamic and manipulable, whose dimensions are always reticular and unlimited (DI FELICE et al, 2012). It is in this scenario that is intended to outline the ways to propose the concept of \"ecopoiese\", here understood as an ecology that, instead of what the etymological sense may suggest, is the scope of the atopic and unspeakable. Your oikos is not localized and its logos is not explained. This ecology is post-humanist and, therefore, what is only human cannot define it and no single perspective can claim it as theirs. In this ecology, the interactions between human, nature and communication technology play a complex character and always produce hybridized assemblages which are different from merely technical interactions attributed to the Internet of Things

Eggplant Emoji is a documentary film that reveals a range of feminist perspectives on dick pics, sexting and online sexual harassment. Through intimate and hilarious interviews with women between the ages of 22 and 35, the film harnesses a collective voice that speaks back to the large and small ways patriarchy wields power in modern spaces, especially through sending unsolicited dick pics. By intertwining the testimonies of a dynamic group of female storytellers sitting amongst their close friends, the film provides candid and diverse commentary on this unique moment we are in, where the lines between private and public, online and offline are increasingly blurred. Until there are greater consequences, whether legal, social or otherwise, for men disrespecting women's choices and personal space, the domain of sexting is in a self-policing state and women are left to expend emotional labor to let men know why what they sent is unwanted or violating. Ultimately, the subjects' testimonials coalesce to provide suggestions for respectful, consensual sexting practices and fill in the gaps where sex education often neglects the importance of consent and communication altogether.

El presente artículo aborda el tema de la difusión de la cultura mediante medios digitales principalmente WhatsApp, este último será la plataforma que será investigada a mayor profundidad para conocer cómo se maneja dentro de las empresas industriales en una coyuntura de COVID-19 y cuál es su función. Esta investigación toma en cuenta el rol de la comunicación interna y digital de una empresa, enfocado en conocer si esta comunicación llega a ser coherente con la cultura organizacional. Se considera relevante esta investigación porque de esta forma se detectará el uso interno y percepción de WhatsApp como medio de comunicación en la difusión de la cultura organizacional, de esta forma, detectar oportunidades de mejora para el mejor funcionamiento de la comunicación interna. Se pretende identificar los principales canales digitales de comunicación interna, además de sus funciones y también, el rol que esta tiene como difusora de la cultura organizacional. La metodología a utilizar será la naturalista y se enfocará en una investigación cualitativa tomando en cuenta, entrevistas a líderes del área de comunicaciones y cultura y además, entrevistas a operarios industriales. Por esa razón, el objetivo de esta investigación se concentra específicamente en determinar el rol que cumple WhatsApp como medio de comunicación en la difusión de la cultura organizacional del sector industrial. / This article will explore the topic of cultural spreading through digital platforms such as WhatsApp. It will mainly focus on WhatsApp in order to recognize how enterprises utilize it in a situation of COVID-19 and its principal functions within them. This research takes into account the role of digital and internal communications of an enterprise, and focuses in finding if said types of communications are coherent and utilized in a strategic manner with the organizational culture. These findings are relevant because by showing how WhatsApp as a means of communication will be detected in the dissemination of the organizational culture of companies in the industrial sector, in this way, detect opportunities for improvement for the better functioning of communication internal. Similarly, this article pretends to identify the main digital networks for internal communication in addition to their functions and also the role that it has as a diffuser of the organizational culture. Therefore, the methodology used in this research is methodological naturalism and it will focus on a qualitative investigation focusing in interviews with leaders in the area of communications and culture and also interviews with industrial operators. For this reason, the objective of this article is to determine the role that WhatsApp has as a social platform in the diffusion of organizational culture within the industrial sector. / Trabajo de investigación

Digital transformation is evolving, and it is driving at the helm of the digital evolution. The amount of information accessible to us has revolutionized the way we gather information. Mobile technology and the immediate and ubiquitous access to information has changed how we engage with services including healthcare. Digital technology and digital transformation have afforded people the ability to self-manage in different ways than face-to-face and paper-based methods through different technologies. This study focuses on exploring the use of the most commonly used digital health technologies in the healthcare sector and how it affects physicians’ daily routine practice. The study presents findings from a qualitative methodology involving semi-structured, personal interviews with physicians from Sweden and a physician from Spain. The interviews capture what physicians feel towards digital transformation, digital health technologies and how it affects their work. In a field where a lack of information regarding how physicians work is affected by digital health technologies, this study reveals a general aspect of how reality looks for physicians. A new way of conducting medicine and the changed role of the physician is presented along with the societal implications for physicians and the healthcare sector. The findings demonstrate that physicians’ role, work and the digital transformation in healthcare on a societal level are important in shaping the future for the healthcare industry and the role of the physician in this future. / Den digitala transformationen växer och den drivs vid rodret för den digitala utvecklingen. Mängden information som är tillgänglig för oss har revolutionerat hur vi samlar in information. Mobila tekniker och den omedelbara och allmänt förekommande tillgången till information har förändrat hur vi tillhandahåller oss tjänster inklusive inom vården. Digital teknik och digital transformation har gett människor möjlighet att kontrollera sig själv och sin egen hälsa på olika sätt än ansikte mot ansikte och pappersbaserade metoder genom olika tekniker. Denna studie fokuserar på att utforska användningen av de vanligaste digitala hälsoteknologierna inom hälso- och sjukvårdssektorn och hur det påverkar läkarnas dagliga rutin. Studien presenterar resultat från en kvalitativ metod som involverar semistrukturerade, personliga intervjuer med läkare från Sverige och en läkare från Spanien. Intervjuerna fångar vad läkare tycker om digital transformation, digital hälsoteknik och hur det påverkar deras arbete. I ett fält där brist på information om hur läkare arbetar påverkas av digital hälsoteknik avslöjar denna studie en allmän aspekt av hur verkligheten ser ut för läkare. Ett nytt sätt att bedriva medicin och läkarens förändrade roll presenteras tillsammans med de samhälleliga konsekvenserna för läkare och vårdsektorn. Resultaten visar att läkarnas roll, arbete och den digitala transformationen inom hälso- och sjukvården på samhällsnivå är viktiga för att utforma framtiden för vårdindustrin och läkarens roll i framtiden.

Covid-19 medförde att skolundervisningen behövde flytta sin verksamhet till distans, för att minska på smittspridningen. Det resulterade i att alla studenter och lärare behövde flytta arbetet till det digitala. Rapportens syfte är undersöka hur kommunikationen mellan lärare och studenter har påverkats när utbildning sker digitalt. Rapporten undersöker även hur inlärningsprocessen hos studenter påverkas av att utbildningen är på distans. Studien bygger på en induktiv ansats där intervjuer genomfördes med nio stycken studenter och tre stycken lärare samt en dokumentundersökning. Dokumentundersökningen utgjorde rapportens litteraturkapitel och intervjuerna som genomfördes bildade rapportens empiri. Empirin användes sedan för att analysera den litteratur som samlades in. Resultatet visar på skillnader hur studenter uppfattar att kommunikationen är i dagsläget samt hur lärarna uppfattar situationen. Studentens kommunikation med läraren har försämrats då den har uteblivit helt eller övergått till en svårtolkad textkonversation. Lärarnas upplevelser är att kommunikationen har förflyttats till Zoom. Studentens inlärning har visats sig ha en negativ effekt under en digital utbildning då hemmiljön har många störningsmoment. / Covid-19 resulted in schools needing to move their operation to a distance education, to reduce the spread of the Covid-19 virus. It resulted in all students and teachers needing to adapt to a digital environment. The purpose of the report is to gain an increased understanding on how the communication between a teacher and a student is affected, when the education takes place remotely. The report also examines how the learning process affects students when they have to study remotely. The report builds on an inductive approach where interviews were conducted with nine students and three teachers and also a document survey. The document survey constituted the literature chapter and the interviews who were conducted formed the reports empirical. The empirical was later used for analyzing the literature that was collected. The result points out the difference between how students perceive the communication today and how the teacher perceives the situation. The student's communication with the teacher has deteriorated as it has disappeared completely or turned into a difficult text interpretation conversation. The teachers' experiences are that the communication has been moved to Zoom. Student's learning has shown to have a negative effect during a digital education, because in a home environment there are a lot of distractions.

PhD Thesis Summary: Imagining the West: Marginality and Possible Lives at the Outskirts of a Mexican City Mgr. Marie Heřmanová The thesis aims to develop various results of a long-term fieldwork in the city of San Cristóbal de Las Casas, Chiapas, México, where rural-urban migration was pervasive since the 1960s. The research concentrated on the second generation of Tzotzil and Tzeltal migrants living at the suburbs of the city. Young indigenous people, whose parents came to the city to seek jobs, are now completely bilingual (they speak their maternal language - mostly Tzotzil as well as spanish they have learned in the school in the city). They mostly work in the same areas as the first generation migrants - as shop-keepers, souvenirs sellers or street-food vendors. They are thus in everyday interaction with both tourist and expats in the city centre. These interactions and meetings are in the context of the thesis seen as a consitutive element to imageries of mobility, modernity and Western lifestyles developed by the the young indigenous people from the suburbs. The concept if "Imaginary West" (Yurchak 2005) is central in the thesis, an unseen and yet ever-present homeland of the tourists and most importantly a place where "better lives" happen. The text explores how the search for...

As a consequence of the Covid-19 global pandemic, many occupational groups have been forced to readjust to teleworking. This has resulted in meetings held through different digital platforms, such as smartphones and video-meetings, instead of seeing each other physically face-to-face. This study aims to investigate social workers' experience of performing social work from home based on the aspects of relationship and communication. Central questions that are covered is how collegial- and client relationships are affected when digital means of communication becomes the leading way to communicate. Previous research that is referred to in this study illustrates aspects such as how relationships are affected when communication is done through digital means, what social workers' work situation looks like and the importance of relationships at work for social workers. The theories that are used in this study is symbolic interactionism, communication theory and control-demand-support. The study is based on the qualitative research method semi-structured interviews, containing six participants. The results of this study shows that performing work from home has both positive and negative aspects. Teleworking social workers have a need for social interaction and support from colleagues. Also, physical encounters are perceived as important when it comes to the assessment of clients, but the more established the relationship is, the less of a need for physical encounters. Having client contact from home can generate a negative feeling that clients comes to close, while for others an emotional distance is created through the calming effect of the home environment. / På grund av omständigheterna med covid-19 har organiseringen av arbetet kommit till att ställas om till distansarbete för flera yrkesgrupper ute i samhället. Detta har bland annat inneburit möten via digitala medier, som till exempel mobiltelefon och videomöten istället för att mötas fysiskt. Denna studie undersöker socialsekreterares upplevelse av att utföra socialt arbete på distans utifrån aspekter relation och kommunikation. Centrala frågor som behandlas i är hur kollegiala relationer och klientrelationer påverkas när digitala kommunikationsmedel blir det ledande sättet att kommunicera på. Den tidigare forskning som hänvisas till i denna studie belyser aspekter av bland annat relationsskapande när kommunikationen sker digitalt, hur socialarbetares arbetssituation ser ut och vad vikten av relationer på arbetet innebär för socialarbetare. De teoretiska utgångspunkterna i denna studie är symbolisk interaktionism, kommunikationsteori och krav-kontroll-socialt stöd. Studien är baserad på en kvalitativ forskningsmetod där sex stycken semistrukturerade intervjuer har genomförts. Socialsekreterare som arbetar på distans har ett behov av fysisk social samvaro och stöd från kollegor, att fysiska träffar upplevs som viktiga vid bedömningar av klienter, men ju mer etablerad relation desto mindre behov av fysiska träffar har man. Det visade sig även att utförandet av klientrelaterat socialt arbete hemifrån kunde ge en negativ känsla av att klienter kommer för nära, medan för andra skapades en emotionell distans genom hemmiljöns lugnande inverkan.

Elitidrottssponsring är ett kraftfullt marknadsföringsverktyg som företag använder sig av för att generera intresse, engagemang och lönsamhet, där allt mer idag sker i snabbt utvecklande digitala miljöer. Tidigare forskning har identifierat fem steg som utgör sponsringsprocessen, men det har däremot inte beskrivits hur den allt mer påverkande digitala kommunikationen påverkar elitidrottssponsorer i sponsringsprocessen. Syftet med studien är att beskriva hur elitidrottssponsorer påverkas av digital kommunikation i arbetet med sponsringsprocessen. För att uppnå detta har en kvalitativ forskningsmetod med en tolkande analys tillämpats. Studiens teoretiska ramverk baseras på sponsringsprocessens delar, och digital kommunikation. Empirimaterialet är insamlat från semistrukturerade intervjuer med representanter från fyra företag som sponsrar elitidrott. Studien visar att företagen arbetar systematiskt i sponsringsprocessen, som i allt högre grad präglas av digital kommunikation. Uttryck och omfattning på hur digital kommunikation påverkar arbetet varierar under sponsringsprocessen, men bidrar generellt med ökad affärsmässighet. Sponsringsprocessens inledande målsättning, primärt kopplat till högre krav på ROI och stärkt varumärke att kommunicera digitalt, genomsyrar beslut som fattas under processen. Företag påverkas som mest av digital kommunikation i sponsorförvärvet- och implementeringen, då arbetsstrategier anpassas till ökad konkurrens på marknaden och utveckling av användandet av nya digitala kommunikationsplattformar, såsom sociala medier. Digital kommunikation präglar även analys av centrala parametrar i sponsringsprocessen, främst kopplat till budgetering och utvärdering. Slutligen rapporteras vikten av att balansera kundcentrering och analog verkan, med ett tillvaratagande och utvecklande av strategier för digital kommunikation. Studiens implikationer främjas av att en modell som integrerar digital kommunikation i sponsringsprocessen presenteras. / Elite sports sponsorship is a powerful marketing tool that companies use to generate interest, engagement and profitability. Today, a revolutionizing big part of it takes place in rapidly developing digital environments. Previous research has identified five parts that constitute the sponsorship process, but it has not been described how digital communication affects elite sports sponsors in the sponsorship process. The purpose of the study is to describe how companies sponsoring elite athletes are influenced by digital communication when working in the sponsorship process. To achieve this, a qualitative research method with an interpretive analysis has been used. The theoretical framework is based on the sponsorship process, and digital communication. The empirical material is collected from semi-structured interviews with elite sport sponsors. The study shows that companies work systematically in the sponsorship process, which is increasingly influenced by digital communication. The expression of and extent to which digital communication influences varies during the sponsorship process, but overall, it contributes with increased commercialism. The initiating goal setting, mainly connected to higher demands on ROI and a strong brand to communicate digitally, perpetuates the decisions during the process. Companies are mostly influenced by digital communication in the sponsorship acquisition and implementation, as they adapt to increased competition and develop the use of digital communication platforms, such as social media. Digital communication also characterizes how companies analyze key figures, mainly in budgeting and evaluation. Finally, the importance of balancing customer centricity and operating analogically, with using and developing a strategy for digital communication is reported. The implications of the study are furthered by presenting a model integrating digital communication in the sponsorship process.

Denna studie undersöker kommunikationsstrategier hos tre online multibrand retailers (Matches Fashion, Moda Operandi och Mytheresa) verksamma inom lyxsegmentet i modeindustrin under en global pandemi. Krisen har påverkat modeindustrin omfattande och bidragit till ekonomisk instabilitet. Modeindustrin är vidare extra utsatt då den består av globala försörjningskedjor. Givet krisen blir en lojal kundbas för företag viktig för att upprätthålla lönsamheten. Detta med anledning av av den höga kostnaden som förvärv av nya kunder innebär, vilket blir särskilt kritiskt under en lågkonjunktur. Forskningsfrågorna vilka studien ämnar besvara är (i) Hur förändras företags kommunikation till kund under en kris? och (ii) Hur försöker företag upprätthålla kundlojalitet med hjälp av kommunikationsstrategier under en kris? De tre företagens kriskommunikation som återfinns i deras nyhetsbrev analyserades genom att använda det teoretiska ramverket: Situational Crisis Communication Theory (SCCT), utformat av Coombs (2007). En kvalitativ innehållsanalys genomfördes med hjälp av ett strukturerat observationsschema på urvalet om 432 nyhetsbrev. I enlighet med SCCT-teorin (Coombs 2007) påvisade resultatet att de strategier för utformning av kriskommunikation som var mest förekommande antingen var att förminska eller kompensera för krisen. Vidare kunde det utläsas från resultatet att företag genom kommunikationsstrategier försökte upprätthålla kundlojalitet med hjälp av rabattkoder, realisationer, kundservice samt redaktionellt innehåll, vilka är kategorier som framkommit ur operationalisering av kundlojalitet. / This bachelor thesis explores communication strategies of three online multi brand retailers in the luxury segment in the fashion industry; Matches Fashion, Moda Operandi and Mytheresa, during an external crisis, generated by a pandemic disease. Thus leaving the global fashion industry and supply chains with severe repercussions, contributing to a fragile financial environment for companies. Hence, retaining loyal customers is vital for sustaining profitability due to the high cost of acquiring new customers, which becomes critical during an economic recession. The research questions being examined are (i) how companies’ communication towards their customers changes during a crisis and (ii) how they try to maintain customer loyalty through communication strategies during the crisis. By using the theoretical framework Situational Crisis Communication Theory (SCCT), presented by Coombs (2007), each company’s communication through their newsletters was evaluated and analyzed. A qualitative content analysis was conducted on a sample of 432 newsletters using a structured observation schedule with predetermined categories. In accordance with the SCCT-theory (Coombs 2007), the findings showed that the most common strategies for crisis communication were to either diminish or rebuild. Attempts to maintain customer loyalty were communicated through discount codes, sales periods, customer service and editorial content which are categories generated from the operationalization. The thesis is written in Swedish.