Communication 2.0, visibility and interactivity: fundaments of corporate image of Public Universities in Madrid on YouTube

Article English OPEN
Carlos OLIVA MARAÑÓN (2014)
  • Publisher: Ediciones Universidad de Salamanca
  • Journal: Fonseca: Journal of Communication (issn: 2172-9077)
  • Subject: Publicidad Institucional | YouTube | Universidades Públicas de Madrid | Espacio Europeo de Educación Superior (EEES) | Communication. Mass media | P87-96

In recent years, marketing in Higher Education has been growing interest not only for its economic and commercial value but for its strategic and promotion, training and strengthening the brand communication "University". The platform YouTube has positioned itself as an audiovisual medium of reference in which the user decides what content you want to see, where and when. The objectives of this research are to analyze the audiovisual institutional advertising of the Public Universities of Madrid and verify the adequacy of YouTube as a communication from these Universities. Degrees adapted to the European Higher Education Area (EHEA) and modern installations make up the identity of these Universities. The results confirm the consolidation of YouTube as a channel for transmitting audiovisual corporate messages of these Universities to their target audience.
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