Marcas de universidades brasileiras no Instagram: o discurso e a identidade do estudante

João Batista Freitas Cardoso; Jefferson De Azevedo Santana

doi:10.5209/TEKN.54861

Brazilian universities’ brands in Instagram: the student’s discourse and identity

João Batista Freitas Cardoso Universidade Municipal de São Caetano do Sul
Jefferson De Azevedo Santana Centro Estadual de Educação Tecnológica Paula Souza

Keywords: communication and innovation, discourse of the brand, Higher education institutions, identity and difference, Instagram

Abstract

This article aims to discuss how in Brazil students use the brand image of the institutions through Instagram, creating and promoting values for their own identity. A documentary analysis was carried out covering the publications of students from two Brazilian Higher Education Institutions, Universidade Anhembi Morumbi and Universidade Presbiteriana Mackenzie. The survey into the students’ publications with brands of higher education institutions were qualitatively conducted through hashtags on IconosQuare site. As a result, it was found that in publications students take ownership of various elements of the brand, such as logo, color, uniform and façade. It was also found that students take ownership of symbolic values of the brand by using or not the discourse of their institution.

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Author Biographies

João Batista Freitas Cardoso, Universidade Municipal de São Caetano do Sul

Doutor e Mestre em Comunicação e Semiótica pela Pontifiíca Universidade Católica de São Paulo (PUC-SP), com Pós-doutorado em Comunicação pela Universidade de São Paulo (USP). Professor titular do Programa de Pós-graduação da Universidade Municipal de São Caetano do Sul (PPGCOM/USCS) e professor no curso de publicidade da Universidade Presbiteriana Mackenzie (UPM)

Jefferson De Azevedo Santana, Centro Estadual de Educação Tecnológica Paula Souza

Mestre em Comunicação pela Universidade Municipal de São Caetano do Sul. Professor nas áreas de Marketing e Comunicação no Centro Estadual de Educação Tecnológica Paula Souza

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Published

2017-08-08

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How to Cite

Freitas Cardoso J. B. y Santana J. D. A. (2017). Brazilian universities’ brands in Instagram: the student’s discourse and identity. Teknokultura. Journal of Digital Culture and Social Movements, 14(2), 241-259. https://doi.org/10.5209/TEKN.54861

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Issue

Vol. 14 No. 2 (2017): Communication, innovation and social change online

Section

Karpeta

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In order to support the global exchange of knowledge, the journal Teknokultura is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.