Please use this identifier to cite or link to this item: https://hdl.handle.net/1822/37994

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dc.contributor.authorMelo, Ana Duartepor
dc.date.accessioned2015-11-05T12:26:17Z-
dc.date.available2015-11-05T12:26:17Z-
dc.date.issued2015-06-
dc.identifier.isbn978-989-8600-36-3por
dc.identifier.isbn978-989-8600-39-4por
dc.identifier.urihttps://hdl.handle.net/1822/37994-
dc.description.abstractAs the use of new media and the new uses of traditional media evolve in the contemporary everyday life, appeals to consumer participation in advertising appear to have seized the communication process of brands and organisations, thus evoking an empowering trend and suggesting, at least at the discourse level, a transfer of power from corporations to consumers and citizens. This paper discusses the concept of empowerment through the participations of consumer-citizens in and through advertising, reflects critically on the nature, meaning and impact of this empowerment, arguing that it involves paradoxical processes and results and concludes by suggesting media literacy approaches to promote communicational power balance and sustainability.por
dc.language.isoengpor
dc.publisherUniversidade do Minho. Centro de Estudos de Comunicação e Sociedade (CECS)por
dc.rightsopenAccesspor
dc.subjectEmpowermentpor
dc.subjectParticipationpor
dc.subjectAdvertisingpor
dc.subjectCitizenshippor
dc.titleThe paradoxical empowerment of consumer-citizens through advertisingpor
dc.typebookPartpor
dc.relation.publisherversionhttp://lasics.uminho.pt/ojs/index.php/cecs_ebooks/article/view/2079por
oaire.citationStartPage53por
oaire.citationEndPage65por
oaire.citationTitleOrganisational and Strategic Communication Research: European Perspectives IIpor
dc.subject.fosCiências Sociais::Ciências da Comunicaçãopor
sdum.bookTitleOrganisational and Strategic Communication Research: European Perspectives IIpor
Appears in Collections:CECS - Livros e capítulo de livros / Books and book chapters

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