<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2183-3575</journal-id>
<journal-title><![CDATA[Comunicação e Sociedade]]></journal-title>
<abbrev-journal-title><![CDATA[Comunicação e Sociedade]]></abbrev-journal-title>
<issn>2183-3575</issn>
<publisher>
<publisher-name><![CDATA[Centro de Estudos de Comunicação e Sociedade - Universidade do Minho]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2183-35752025000305002</article-id>
<article-id pub-id-type="doi">10.17231/comsoc.48(2025).6306</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[O Apelo à Emoção nas Estratégias de Comunicação: O Caso das Universidades Espanholas no Instagram]]></article-title>
<article-title xml:lang="en"><![CDATA[Appealing to Emotion in Communication Strategies: The Case of Spanish Universities on Instagram]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Spiazzi]]></surname>
<given-names><![CDATA[Sendi Chiapinotto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ferré-Pavia]]></surname>
<given-names><![CDATA[Carme]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pozobon]]></surname>
<given-names><![CDATA[Rejane de Oliveira]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade Federal de Santa Maria Centro de Ciências Sociais e Humanas Programa de Pós-Graduação em Comunicação]]></institution>
<addr-line><![CDATA[Santa Maria ]]></addr-line>
<country>Brasil</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universitat Autònoma de Barcelona Departamento de Medios, Comunicación y Cultura ]]></institution>
<addr-line><![CDATA[Barcelona ]]></addr-line>
<country>Espanha</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2025</year>
</pub-date>
<volume>48</volume>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2183-35752025000305002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2183-35752025000305002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2183-35752025000305002&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo O objetivo deste artigo é analisar as emoções que as universidades espanholas mobilizaram a partir dos seus perfis no Instagram, no início do ano letivo de 2024/2025. O regresso às aulas é um momento importante de primeiro contato das universidades com os novos estudantes, por isso, consideramos pertinente estudar as estratégias de comunicação utilizadas neste período. Como metodologia, combinamos a análise retórica e a análise do discurso digital, complementadas por entrevistas semiestruturadas com os profissionais de comunicação de quatro universidades (Universidade Autônoma de Barcelona, Universidade Complutense de Madrid, Universidade de Salamanca e Universidade de Sevilha). Os resultados identificaram que estas instituições adotam um discurso multimodal (com textos, imagens e vídeos) e multiplataforma (por exemplo, o seu site e outras plataformas sociais, como o TikTok). As universidades procuram construir um ethos de internacionalização, bem como despertar nos estudantes emoções de orgulho, pertencimento e nostalgia. Também foi possível concluir que os profissionais de comunicação universitária mobilizam intencionalmente emoções na sua comunicação em plataformas digitais, como, por exemplo, no Instagram, para captar a atenção e o envolvimento dos seus públicos. No entanto, apesar deste esforço comunicativo, a interação do público permanece baixa. Ou seja, a mobilização de emoções funciona, mas ainda não é suficiente para estabelecer uma conexão mais profunda com os estudantes online.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This article analyses the emotions conveyed by Spanish universities through their Instagram profiles at the start of the 2024/2025 academic year. The beginning of the academic year marks a pivotal moment of first contact between universities and incoming students; as such, it is particularly relevant to examine the communication strategies employed at this time. The research adopted an integrated methodology, combining rhetorical analysis and digital discourse analysis with semi-structured interviews conducted with communication professionals from four universities: the Autonomous University of Barcelona, Complutense University of Madrid, University of Salamanca, and University of Seville. The findings indicate that these institutions adopt a multimodal discourse - incorporating text, images, and videos - and a multiplatform approach, utilising their websites and other social media platforms, such as TikTok. The universities aim to construct an ethos of internationalisation and evoke emotions such as pride, belonging, and nostalgia among students. The findings also indicate that university communication professionals intentionally evoke emotions in their digital communications, such as on Instagram, to attract attention and foster engagement among their audiences. Nevertheless, despite these efforts, interaction levels remain low. In other words, although emotional appeal proves effective, it remains insufficient to establish a deeper connection with online student audiences.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[universidades]]></kwd>
<kwd lng="pt"><![CDATA[comunicação pública]]></kwd>
<kwd lng="pt"><![CDATA[emoção]]></kwd>
<kwd lng="pt"><![CDATA[análise do discurso digital]]></kwd>
<kwd lng="pt"><![CDATA[Instagram]]></kwd>
<kwd lng="en"><![CDATA[universities]]></kwd>
<kwd lng="en"><![CDATA[public communication]]></kwd>
<kwd lng="en"><![CDATA[emotion]]></kwd>
<kwd lng="en"><![CDATA[digital discourse analysis]]></kwd>
<kwd lng="en"><![CDATA[Instagram]]></kwd>
</kwd-group>
</article-meta>
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