Resumen

SANTOS, Sílvio Correia  y  SANTOS, Clara Almeida. From education to communication: mapping the use of online video by Portuguese universities. OBS* [online]. 2014, vol.8, n.3, pp.17-37. ISSN 1646-5954.

The use of online video by Portuguese higher education institutions (HEI) has been firmly growing in the last decade. Though initially associated with educational purposes, video has been progressively adopted as a communication tool, in a highly competitive context with increasing financial constraints. This article explains the technological and social conditions, as well as the shift in media consumption habits that have been supporting the increasing usage of online video by HEI as a way to attract potential students and convey a distinctive brand. Drawing from both qualitative and quantitative research, this article identifies the most relevant practices of online use of video by the Portuguese universities. Moreover, we argue that even though online video is produced and used by all the universities, it is made in very diverse forms, frequently revealing lack of structured implementation.

Palabras clave : video; web TV; higher education; internet; Portugal.

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