Este trabajo busca analizar las tácticas del storytelling que utilizó la marca San Fernando en su relanzamiento con la campaña de ?Los Apellidos? en el año 2011, y la percepción del público objetivo a partir de las mencionadas tácticas. Cabe mencionar la diferencia entre el carácter genérico de la estratégica y las tácticas como maniobras puntuales de la campaña, las cuales se desprenden de dicha estrategia. La marca San Fernando se personificaba como un ingeniero de unos 65 años, exigente y que nunca le daba un abrazo a sus hijos (Klingenberger, 2013). Este fenómeno se dio luego de su relanzamiento, ya que San Fernando pasó de ser una marca respetada que garantizaba calidad, a ser también amada y a volverse parte de la vida de los consumidores. Es decir, San Fernando dejó de representar distancia y frialdad, para representar cercanía y calidez. / Trabajo de investigación

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The aim of the thesis is to make profitable communication strategies in an economic way. This will increase publicity and take the best effect on people. It will also improve standing of a firm ARAVER CZ on a market.

Background: Augmented input (AI) refers to any visual or linguistic strategy used by communication partners to increase the message comprehension of a person with aphasia. Previous research has focused on the type of AI, such as high versus low context images and linguistic versus visual supports, that can be used to facilitate improved auditory and reading comprehension. The results of these studies have been varied. To date, researchers have not evaluated the frequency of AI required to improve auditory comprehension of persons with chronic aphasia. Aims: The purpose of this study was to determine the effect of AI using no context Picture Communication Symbols™ (PCS) images, presented at a frequency of 70%, versus no AI on the accuracy of auditory comprehension of narratives for persons with chronic aphasia. Methods and procedures: A total of 12 participants with chronic aphasia listened to two narratives, one in each of the conditions. Auditory comprehension was measured by assessing participants’ accuracy in responding to 15 multiple choice cloze-type statements related to the narratives. Results: Of the 12 participants, 7 participants (58.33%) gave more accurate responses to comprehension items in the AI condition, 4 participants (33.33%) gave more accurate responses in the no AI condition and 1 participant scored the same in both the conditions. Conclusion: No context Picture Communication Symbols™ (PCS) images used as AI improved the accuracy of responses to comprehension items based on narratives for some persons with chronic aphasia. Continued research is necessary in order to determine what forms and frequency of AI will lead to improved auditory comprehension for persons with aphasia. / Mini Dissertation (M(AAC))--University of Pretoria, 2017. / National Research Foundation (NRF) / Centre for Augmentative and Alternative Communication (CAAC) / M(AAC) / Unrestricted

La finalidad de este estudio es identificar las estrategias de comunicación que utilizan un grupo de enfermeras del área de hospitalización y emergencia de un hospital geriátrico público castrense de la ciudad de Lima para mejorar su relación con los pacientes y familiares, y reducir el estrés laboral. La presente investigación utilizó un enfoque cualitativo. Se entrevistó a 12 enfermeras y se observó la interacción entre ellas y entre enfermeras y pacientes o familiares en los meses de mayo a octubre de 2019. Los resultados indican que las enfermeras generan diversas estrategias comunicativas en respuesta a los distintos problemas que enfrentan con los familiares y pacientes. Esto con la finalidad de facilitar su labor diaria y cumplir con los requerimientos establecidos por su institución. / The purpose of this study is to identify the communication strategies used by a group of nurses from the hospitalization and emergency area of a military public hospital in the city of Lima to improve their relationship with patients and family members, and reduce occupational stress. The present investigation used a qualitative approach. 12 nurses were interviewed and the interaction between them and between nurses and patients or family members was observed in the months of May to October 2019. The results indicate that nurses generate various communication strategies in response to the different problems they face with family members and patients This in order to facilitate their daily work and comply with the requirements established by their institution. / Tesis

Given the severe environmental problems we are facing, it is crucial to communicate environmental knowledge to society in order to facilitate a trajectory towards sustainability. Therefore, the aim of this study is to explore how departments at Swedish universities, whose research revolves around environmental topics, communicate their research. At four departments at two universities, I examine based on semi-structured interviews (I) with whom and in what ways these departments communicate their research, (II) what the motivations are to do so, and (III) if there are challenges in communicating environmental science. For examining the departments’ communication strategies, I apply the theory of a multi-model framework of expert-public interaction. This multi-model framework, however, proved to be too simplistic for the complexity of reality, as the models underlying this framework are too intertwined, and not competing descriptions of reality. They rather describe specific aspects of communication practices.  The results show that even though there are two-way communication practices with both the government, specific stakeholders, and the general public, the mere dissemination of environmental knowledge seems to be the default practice of science communication at the examined departments - especially concerning the general public. The motivation to communicate environmental knowledge is of intrinsic nature, to give something back to society and to increase awareness about sustainability practices. Discovered challenges in science communication include a general lack of time to effectively communicate research results, as well as deficient education in science communication for researchers.  For transforming into sustainable societies communication strategies need to be improved.

Actualmente diferentes países se preocupan por mostrar una mejor imagen venderse y mostrarse como un país modelo y ejemplar. El cual les permite tener un mejor posicionamiento en el extranjero y aumentar más oportunidades de inversión. Como es el caso de Corea del sur con la Ola Hallyu u Ola coreana, y Perú con la Marca Perú. Los cuales se dieron a conocer y muestran una mejor imagen como país. / Currently, different countries are concerned with showing a better image to be sold and shown as a model and exemplary country. Which allows them to have a better positioning abroad and increase more investment opportunities. As is the case in South Korea with the Hallyu Wave or Korean Wave, and Peru with the Peru Brand. Which were given to know and show a better image as a country. / Trabajo de investigación

Extreme right-wing violence has increased in recent years. Social media technologies and self-made media platforms have allowed extreme right-wing groups to create and push narratives online. These narratives have inspired others to act outside of the digital world and commit horrendous [GH1] attacks targeting minorities. These narratives are also published in a hybrid media system where audience-driven content is favored by social media, rather than objective and correct content. Therefore, it is important to understand the use of digital storytelling and social media technologies in a political context to push political views and stories online. This thesis studied how The Nordic Resistance Movement (NRM) uses digital storytelling strategies to build and push narratives on Twitter and self-made media platforms. This was conducted through a network and qualitative content analysis. 400 000 tweets were collected using Twitter’s API from 1/1-2022 to 31/3-2022. The outcome indicates that NRM dilutes its hateful narrative on Twitter but uses digital storytelling to evoke interest in the movement and combines it with influential hashtags according to the network analysis to force users onto self-made media platforms. This is when the narrative changes to the extreme. The study concludes that NRM uses social media in combination with its digital storytelling to attract users from traditional political spaces on Twitter through intriguing storytelling as part of an initiation process to attract new members and visitors to their self-made media platforms. Further research is suggested to be done on media ecology concerning self-made media platforms to gain further insight into how the platforms affect each other and the storytelling in the hybrid media system.

This master thesis examines the communication strategies of three municipal archives in Stockholm, Uppsala and Gothenburg. These communication strategies are specifically formulated towards the archival sector and the specific archives in question. A reoccurring theme in archival literature focuses on the need of archives to become more visible and up to date in society. Therefore, this master thesis aims to examine how municipal archives work with changing the narrative of “the dusty archive” and reaching out to the public utilising their communication strategies.In two cases, that of Stockholm stadsarkiv and Regionarkivet Gothenburg, professional communicators had been employed to work with the archive's internal and external communication including the formulation of strategic communication policies. Uppsala stadsarkiv on the other hand, had an archivist who oversaw and was in charge of the “communication process”. In interviews with the co-workers from all three archives one primary question was whether the strategies have been successfully implemented in the organisation or not. Following results were found: In some ways the communication strategies have managed to make the archive more attractive for visitors and users - especially in terms of public activities, such as publicly held lectures.Other challenges remain, for example communicating the archives in a way that is generally easy to grasp. The reason for this was described as the municipal archive's duality between being both an information management body and a cultural heritage institution. Archives are still being described as “a hidden gem of information” from an informant's point of view. This indicates that the archives' dual function as being difficult to communicate in a straightforward way. The results show us that all three municipal archives find communicating archival function to be a challenging task. This is a two years master's thesis in Archival science.

Denna studie syftar till att undersöka vilka kommunikationsstrategier som chefer använder sig av för att kommunicera förändringar samt hur väl dessa kommunikationsstrategier fungerar. Tidigare forskning har visat att effektiv kommunikation är en avgörande faktor för att lyckas med organisatoriska förändringar. Trots detta saknas det ofta en förståelse av hur kommunikationen ska anpassas och användas i olika sammanhang för att skapa en framgångsrik förändring. Därför har denna studie genomförts för att fylla denna kunskapslucka och bidra till en ökad förståelse för hur olika kommunikationsstrategier används vid förändringsledning, samt hur väl dessa kommunikationsstrategier fungerar. Den teoretiska referensramen som har använts är organisatorisk förändringsledning för att vidhålla teoretiska antaganden om förändringar inom organisationer och hur dessa kommuniceras. För att analysera resultatet har Lewins förändringsmodell samt Shannon och Weavers kommunikationsmodell använts för att koppla samman förändringsledning och kommunikation. Studien är kvalitativ och har genomförts på en textilfabrik i Thailand. Urvalet av denna fabrik har gjorts eftersom fabriken precis gått igenom en radikal förändring i form av en flytt. Materialinsamlingen bestod av ostrukturerade och deltagande observationer, ostrukturerade och semistrukturerade intervjuer med chefer, avdelningsansvariga och arbetsledare. Resultatet visar att organisationen använde fyra kommunikationsstrategier under förändringen; anslagstavlor, teammöten, förslagslåda och personliga möten, samt att dessa kommunikationsstrategier har använts under olika förändringsfaser. Vidare visar resultatet att de olika kommunikationsstrategierna fungerar olika väl då personliga möten var den strategi som hade minst brus och föredrogs av arbetsledarna, medan anslagstavlan kan anses vara ineffektiv då den inte används av arbetsledare och avdelningsansvariga. Studien betonar vikten av att använda flera kommunikationskanaler och lyfter fram värdet av personliga möten och kommunikationsstrategin ansikte mot ansikte. Det bidrar till att förbättra förståelsen av hur olika strategier påverkar förändringsprocesser och olika grupper av anställda. Dessutom går studien emot tidigare forskning som menar att det är viktigt att anställda förstår orsakerna bakom en förändring, då resultatet i denna studie visar motsatsen. Därmed bidrar studien till en större förståelse för individuella perspektiv och motivationsfaktorer, samt hur viktigt det är att använda olika kommunikationsstrategier under alla förändringsfaser för att uppnå en framgångsrik förändring. / This study aims to investigate which communication strategies managers use to communicate changes and how well these communication strategies work. Previous research has shown that effective communication is a decisive factor in succeeding with organizational changes. Despite this, there is often a lack of understanding of how communication should be adapted and used in different contexts to create a successful change. Hence, the primary aim of this study is to address this research gap and enhance the comprehension regarding the utilization and effectiveness of various communication strategies in the context of change management. The theoretical framework employed in this study is rooted in organizational change management, which provides a foundation for understanding the dynamics of changes occurring within organizations and their corresponding communication processes. The analysis of the findings has been facilitated by the integration of Lewin's change model and Shannon and Weaver's communication model, allowing for the exploration of the interconnectedness between change management and communication. This qualitative study was conducted at a textile factory located in Thailand. The selection of this particular factory was deliberate, as it had recently undergone a significant transformation in the form of relocation. The data collection for this study involved unstructured and participant observations, as well as unstructured and semi-structured interviews conducted with managers, head of departments, and supervisors. The findings indicate that the organization employed four communication strategies throughout the change process: bulletin boards, team meetings, suggestion boxes, and personal meetings. These strategies were utilized in various stages of the change initiative. Additionally, the results demonstrate that these communication approaches yielded varying levels of effectiveness. Personal meetings emerged as the most successful strategy, characterized by minimal interference and being favored by supervisors. In contrast, the bulletin board strategy can be deemed ineffective, given its lack of utilization by supervisors and department heads. The study emphasizes the importance of utilizing multiple communication channels and highlights the value of in-person meetings and the face-to-face communication strategy. This contributes to enhancing the understanding of how various strategies impact change processes and different groups of employees. Furthermore, the study contradicts previous research suggesting the importance of employees understanding the reasons behind a change, as the results in this study show the opposite. Thus, the study contributes to a greater understanding of individual perspectives and motivational factors, as well as the importance of employing different communication strategies throughout all stages of change to achieve successful outcomes.