CRISIS COMMUNICATION IN ADVERTISING: Brands, Prosumers and Mediations
ABSTRACT The crisis Communications is already integrated to the corporate Communications, although it is more effectively applied in media relations offices. PhD Professor Karine Berthelot-Guide, from Paris-Sorbonne University, in France, brings the concept to advertising, which increases the intere...
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| Format: | article |
| Status: | Published version |
| Publication Date: | 2016 |
| Country: | Brasil |
| Institution: | Universidade Federal do Tocantins (UFT) |
| Repository: | Revista Observatório |
| Language: | Portuguese |
| OAI Identifier: | oai:ojs.revista.uft.edu.br:article/1862 |
| Online Access: | https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/1862 |
| Access Level: | Open access |
| Keyword: | Advertising Brands Mediations Publicidad Marcas Mediaciones Publicidade Prosumers Comunicação de Crise. Mediações publicidade comunicação relações públicas |
| Summary: | ABSTRACT The crisis Communications is already integrated to the corporate Communications, although it is more effectively applied in media relations offices. PhD Professor Karine Berthelot-Guide, from Paris-Sorbonne University, in France, brings the concept to advertising, which increases the interest in this new research challenge for brands in the context of convergence and participatory culture. As an exploratory study, this paper presents some examples where the brand manifestations are challenged by different kinds of mediation reinterpreted by the receiver, namely: space, human and virtual mediations. |
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