ECREA16-Abstract

341

Friday, November 11

1 4 : 3 0 – 1 6 : 0 0

ICS PS

Poster session

PS 090

‘Pinning’Human Grief to the Board: The Changing Practices of Curating Social Change

T. Bürger

Northumbria University, Media and Communication Design, Newcastle upon Tyne, United Kingdom

Social media have changed the way international humanitarian organisations respond to disasters, how they coordinate their campaigns and thus fun‑

damentally altered their communications strategy. Nonprofits now routinely use social media for building public support and increase visibility for their

broad objectives as well as raise support for particular crises. International humanitarian organisations face growing competition for attention as growing

numbers of organisations navigate their path through the vast digital media environment. Through the adoption of social media branding strategies,

nonprofits have pushed forward on the mediatization and professionalization of their organisations, enabling them to tailor their messages to specific

groups and stakeholders, explore new ways of recruiting volunteers, raise funds and advocate online. While platforms such as Twitter have proved helpful

for delivering fast emergency relief aid in times of crisis, for example in the aftermath of the earthquake in Haiti in 2010, global media campaigns such as

Kony 2012 have highlighted the potential of engaging and mobilising a digital global polity for social change. Although research exists on how nonprofits

use social media such as Twitter or Facebook for their daily work, newer, image-heavy social media platforms such as Instagram and Pinterest are much

less researched. Pinterest’s user base has risen rapidly over recent years, demonstrating the ‘interest’of users to publicly curate and share their personal life

and fields of interest via ‘repins’and ‘boards’. By exploring the use of Pinterest by humanitarian organisations, this paper attempts to answer the following

questions: How do humanitarian organisations make use of Pinterest to present their work to a rapidly growing community of‘Pinners’?What strategies are

used to determine what to curate and how to communicate the content they publicise? How do they engage stakeholders and how do those stakeholders

respond? Finally, what are possible effects of ‘advertising’ humanitarian crisis on potential or actual donors and supporters? Responses to these questions

are informed by an analysis of 936 pins collected from twenty Pinterest profiles of international humanitarian organisations such as CARE, Oxfam and

the World Food Programme. In broad terms, the paper explores the changing practices and implications of curating human relief work in a digital media

environment driven by a ‘networked media logic’. Preliminary findings show that these organisations face a number of challenges as well as opportunities

in attempting to keep up with the fast-moving digital environment. The paper suggests some strategies which these organisations can adopt to make their

social media campaigns more effective in driving public support.

PS 091

Corporate Sustainability as a Strategy for Building a Positive Organisational Image

M. Cardoso de Andrade

, H. Uzêda Castro

Universidade Salvador UNIFACS, Comunicação- Design e Educação, Salvador, Brazil

Corporate Sustainability has many meanings, but for the purpose of this study it will be understood as providing the best for people and the environment

in the future, linked to a long-term vision and motivating factor for the organization which drive its actions in an ethical and responsible manner. Thus,

the company needs to be aware that it should contribute to the development of society, monitoring the economic, social and environmental impacts of its

actions for all parties involved. It is therefore understood to conduct business in a sustainable way a long term commitment to society and the environment

are necessary, if the organization wants to be known for being sustainable. In addition, it’s also important to note that certain behaviours that may be

against environmental awareness can be punished with: difficulty in attracting and retaining talent; consumer boycott; government inspections among

others. Therefore, it is important for the organization to communicate to stakeholders about the sustainable practises it has adopted as this is an important

strategy for building a positive image of the company in today market, especially for those publicly traded.To satisfy this interest and inform investors about

these sustainable actions, corporations publish the Sustainability Report (SR), which has become the main tool used for this purpose. Thus, this study aims

to investigate how the business discourse on sustainability is constructed in a text published in the SR of a multinational organization based in Portugal,

Jerónimo Martins S.A. In other words, it was intended to study: how the organisational ethos is built from sustainable practices, culminating in a positive

image; as it gives authority to the view of Aristotle ([V BV] 1998); the arguments are arranged as follows; a textual enunciation situation was created which

favours the transmission of the message conveyed in the text; and in that discursive formation and idealogical formation is the aforementioned speech.

Therefore, the following theories are used: one that deals with the Corporate Sustainability and Business Communication; the Rhetoric and Discourse Analy‑

sis of French line. The latter also constitutes the methodological understand the selected discursive construction. Finally, we arrive at the result of the image

obtained by Jerónimo Martins SA, starting from the discursive construction of sustainability practice by this company and explicit in a published text on SR.

PS 092

The Impact of the Erasmus Academic Mobility on the Perception of the Host City Image by International Students

O. Kolotouchkina

, M. Pretel

University CEU San Pablo, Advertising and Audiovisual Communication, Madrid, Spain

In the context of economic globalization and a knowledge based economy, talent attraction and retention have become one of the key purposes of city

branding and city communication strategies developed by local authorities. The competitive advantage of cities is closely related to their capacity of at‑

tracting and retaining highly skilled and talented people or the “creative class” (Florida, 2002, 2008, 2010; Zenker, 2009; Zenker & Beckmann, 2013). This

is particularly relevant for some European cities affected by industrial delocalization and ageing population. As observed by the OECD (2009), the inter‑

national student policy has become an effective tool for high level skill attraction by local authorities, as students are regarded as a talent pool with

strong future potential. Yusuf & Nabeshima (2005) emphasise the role of world-class Universities as global nodes of learning in continually enlarging and

renewing the pool of skills by attracting local and foreign students and in contributing to the circulation of talent. Since its launch in 1987 by the European