Cambiassu: Estudos em Comunicação

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Wed, 25 Jun 2025 00:00:00 -0300

Strategic communication of Brazilian federal universities: structure and performance of communication departments

Wed, 25 Jun 2025 00:00:00 -0300

This paper presents the results of data collected from managers of communications departments at Brazilian federal universities, characterizing the
structure and (strategic) performance of these sectors. The research is descriptive, carried out through bibliographic and documentary research and
application of questionnaires. Thus, we observe strengths of the departments, such as the training of managers in the area of communications and
characteristics favorable to strategic communication, including the activation of the consultancy by the university management and weaknesses, such as the
tendency to centralize the activity and the absence of a communication policy, which may indicate a shortage in the area and even a lack of professionalization.

Personal branding and digital influencers: a case study of Raíza Costa on Instagram

Samuel Silva de Azevedo, Kamila Mesquita — Wed, 25 Jun 2025 00:00:00 -0300

This article aims to identify the communication strategies adopted by the digital influencer Raíza Costa on her Instagram profile for the construction and management of her personal brand. The research is based on studies about digital influencers, branding, and personal branding, and adopts a quantitative and qualitative approach, with an exploratory character, using the case study as the method of investigation. For the analysis, data were collected over the course of one year from the influencer’s profile on the platform, with the aim of identifying the main themes and characteristics of the posts, analyzing how these elements contribute to the consolidation of her personal brand. The results indicate that by combining strategic communication, storytelling, and visual identity with engaging content, the influencer was able to establish a unique identity and create emotional bonds with her audience, standing out in the digital landscape for her authenticity and distinctive style.

Influencer Marketing: a journey between the soap opera Dancin' Days and digital influencer Malu Borges

Clara Eduarda Carlotto Paim, Monique Vandresen — Mon, 23 Jun 2025 00:00:00 -0300

By observing two distinct cases, the article discusses Influencer Marketing in the fashion industryt and the representation of opinion makers in the past, seeking relationships with current digital influencers. Investigates the cultural impact of the 1978 Brazilian soap opera Dancin' Days, which innovated by linking the image of its protagonist to fashion products. In parallel, the work of digital content creator Malu Borges was also analyzed. The conclusion is that
across eras and different screens, the same talent remains: the ability of prominent figures on media platforms to connect with the public, in order to influence the most varied spheres of social life.

Journalistic Podcasts in Minas Gerais: a study of formal aspects, production, and narrative resources

Humberto Trajano, Nair Prata, Sônia Caldas Pessoa — Wed, 25 Jun 2025 00:00:00 -0300

The article aims to analyze the production of journalistic podcasts by three media outlets in Minas Gerais: Itatiaia, O Tempo, and RecordTV Minas. The focus of the analysis is on the programs Palavra Aberta, Gastrô, and Repórter RecordTV Minas. The methodology used is a case study based on the framework for analyzing journalistic podcasts proposed by Maria Pilar MartínezCosta and Eva Lus Gárate (2019). The results show that the outlets are investing in this format but are still in an experimental phase, which opens up broad possibilities for the expansion and development of content, as well as commercial and editorial strategies.

Latin American indigenous cinema, cosmopolitics, the common and comunalidad: the struggle in the films of Luna Marán and Bia Pankararu

Karla Holanda, Manuela Bezerra Gouveia de Andrade — Wed, 25 Jun 2025 00:00:00 -0300

This work focuses on the cinema of Zapotec director Luna Marán and screenwriter Pankararu, Bia Pankararu, focusing on the theme of struggle present in the feature films Rama Pankararu (2022) and Tio Yim (2019). This approximation between the two works seeks dialogues about the representation
of the symbolic and material struggles that surround the routine of these Amerindian peoples from Mexico and Brazil. For this analysis, concepts such as cosmopolitics, from the perspective of Isabelle Stengers (2018), and the common, from the perspective of Silvia Federici (2014) and Raquel Gutiérrez (2017), will be used as an instrument to reflect on the ways of living and of fighting present in the cinema of the directors.

What have we been thinking on Communication theory teaching? A bibliographic exploration (1979–2017)

Pedro Mel Bardini de Souza, Luís Mauro Sá Martino — Wed, 25 Jun 2025 00:00:00 -0300

What has been written on Communication Theory teaching? This text outlines aspects of the literature on the teaching of Communication Theory in university courses, as presented in academic articles, presentations at events and chapters of books published between 1979 and 2017. From the initial bibliographical research, fourteen productions related to the theme were located, distributed over five decades. The analysis of the texts suggests a recurrence of the concerns of professors with three main aspects of teaching: (1) epistemological, related to what constitutes “Communication Theory” as an
autonomous university discipline; (2) pedagogical, related to the contents to be taught in a course and (3) didactic dimension, focused on the discussion of
strategies to promote student engagement in the classroom.

Electoral campaigns on social media: a state-of-the-art review

Marcelli Alves da Silva, Thaisa Cristina Bueno , Willian Ferreira Martins — Mon, 23 Jun 2025 00:00:00 -0300

This article investigates studies on electoral campaigns on social media between 2017 and 2021, based on a state-of-the-art review, analyzing the proceedings of the Brazilian Association of Researchers in Communication and Politics (Compolítica) and the National Association of Graduate Studies and Research in Social Sciences (Anpocs). A total of 16 articles were identified. The
results indicate a growth in the number of publications on the subject, with a particular focus on the 2018 and 2020 elections. The analysis also highlights the perception of the evangelical community as a potential social actor in the political
context through social media, playing a significant role in mobilizing supporters and influencing positions during the elections.

Carta dos Editores

Fernanda Gabriela Gadelha Romero — Wed, 25 Jun 2025 00:00:00 -0300