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Autor
Baccarani Claudio (University of Verona, Italy), Cavallo DomingoTiziana (IULM, University of Milan, Italy), Rotta Alessia (University of Verona, Italy)
Tytuł
Participatory Communication, a Case Study : Fuori Aula Network , University Of Verona Web-Radio
Komunikacja partycypacyjna. Studium przypadku: Fuori Aula Network, radio internetowe przy Uniwersytecie Werońskim
Źródło
Organizacja i Kierowanie, 2012, nr 4, s. 89-108, rys., bibliogr. 62 poz.
Organization and Management
Słowa kluczowe
Sieci radiowe, Partycypacja społeczna, Komunikowanie społeczne, Szkolnictwo wyższe
Radio network, Social participation, Social communication, Higher education
Uwagi
summ., streszcz.
Firma/Organizacja
"FAN", Fuori Aula Network
Abstrakt
Celem niniejszej pracy jest zbadanie komunikacji uniwersyteckiej na podstawie projektu dotyczącego komunikacji partycypacyjnej. Jest to włoskie studium badawcze dotyczące "FAN", Fuori Aula Network, czyli internetowego radia przy Uniwersytecie w Weronie. Zostało ono rozpoczęte w roku 2002. Jego częścią był pomiar przeprowadzony wśród studenckiego personelu radiostacji (N=47, n=40), z którego wyniknęło, że relacja między studentami a instytucją okazała się być wzmocniona dzięki procesowi partycypacyjnemu, który pozwolił na zwiększenie wydajności i strategicznego znaczenia komunikacji uniwersyteckiej. Studium, przy użyciu partycypacyjnego i horyzontalnego podejścia (Beltran, 1993a, 2005b; Hodges, McGrath, 2011), bada studentów, którzy są niezależnymi i silnymi zwolennikami uniwersyteckiej komunikacji. W ostatnich czasach uniwersytety stały się bardziej konkurencyjne i przyjęły rożne modele komunikacji marketingowej (Kotler, Fox, 1995; Kirp, 2003), stosując relacyjne podejście do ich najważniejszych interesariuszy: studentów (Foskett, 1999; Mazzei, 2000). Zatem studenci przyjmują rożne role, ale zawsze są one pierwszorzędne: jako partnerzy (Baccarani, 1995), współtwórcy (Cheney, 1997) i nowatorzy (Tapscott, Williams, 2006). Satysfakcja "studenta/ klienta", powstała na skutek umowy opartej na dwustronnym modelu symetrycznym (Grunig, Hunt 1984; Hall, Becker, 2003; Luo, 2009), staje się strategicznym motorem napędowym również z perspektywy modelu totalnego zarządzania jakością (Sperlich, Spraul, 2007; Testa, Ugolini, 2010). Niniejsze badanie jest jedyne w swoim rodzaju, gdyż analizuje relacje komunikacyjne między uniwersytetem a studentami poprzez nowe medium, jakim jest uniwersyteckie radio internetowe, które we Włoszech jest nowym zjawiskiem (Perrotta, 2005; Cavallo, 2009). Praktyczne implikacje tego projektu odnoszą się do wykorzystania podobnych doświadczeń w kontekstach nieedukacyjnych oraz do możliwości wygenerowania akademickich adaptacji tego projektu. (abstrakt oryginalny)

The aim of this paper is to investigate university communication through a participatory communication project. It is essentially an explorative Italian case study of "FAN", the Fuori Aula Network or the University of Verona web-radio, which started in 2002, and a survey submitted to the radio's student editorial staff (N=47, n=40), where the relationship between students and the institution emerges as mediated and enhanced thanks to a participative process that helps to make the university communication process more effective and strategic. The study, using a participatory and horizontal communication perspective (Beltran, 1993a, 2005b; Hodges, McGrath, 2011), explores the experience of students who are independent and strong protagonists - co-provators - of the university communication (Kotler, Fox, 1995; Kirp, 2003). In recent years, universities have become more and more competitive and have adopted various marketing communications models (Kotler, Fox, 1995; Kirp, 2003) with a relational approach towards their most important stakeholders: students (Foskett, 1999; Mazzei, 2000). Students, then, assume various roles but always largely primary: as partners (Baccarani, 1995), co-creators (Cheney, 1997) and co-innovators (Tapscott, Williams, 2006). The 'customer/student' satisfaction, born by an engagement based on a two-way symmetrical model (Grunig, Hunt 1984; Hall, Becker, 2003; Luo, 2009), becomes a strategic driver, also in a Total Quality Management perspective (Sperlich, Spraul, 2007; Testa, Ugolini, 2010). This research is original because it analyzes communication relationships between the university and students through a new medium, a university web-radio, which is a recent phenomenon in Italy (Perrotta, 2005; Cavallo, 2009); practical implications are related to the use of similar experiences in non-educational contexts and to the possibility of generating academic spin-offs. (original abstract)
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Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie
Biblioteka Szkoły Głównej Handlowej
Biblioteka Główna Uniwersytetu Ekonomicznego w Katowicach
Biblioteka Główna Uniwersytetu Ekonomicznego w Poznaniu
Biblioteka Główna Uniwersytetu Ekonomicznego we Wrocławiu
Bibliografia
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Cytowane przez
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ISSN
0137-5466
Język
eng
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