Vídeos promocionais das Universidades no YouTube

• Autor(a) principal: Silva, Inês M.
• Data de Publicação: 2010
• Outros Autores: Martins, Samuel F., Oliveira, Teresa C.
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://doi.org/10.34624/ilcj.v1i1.14917

The presence of Universities on the Web became an increasing reality. Beyond online services and information, the streaming video and its recent exponential growth on the Web, became a great opportunity for institutions to promote themselves effectively and globally. This study aims to evaluate the audiovisual presence of Universities, particularly its use of the YouTube platform. The present study comprehends the five best universities in the World, the five best universities in Europe and the five best universities in Portugal. The purpose of the work is to identify the top universities’s videos main characteristics, considering both technical and communicational traits. Social interaction around those videos has been considered, as well. To investigate these aspects we went through a quantitative and qualitative analysis, concluding the European dominance in university video promotion, on the YouTube platform. About the level of audiovisual production, we highlight the fact that the videos analyzed obey to a large number of features of corporate video production and the aspects of Web production.