Participatory Communication, a Case Study : Fuori Aula Network , University Of Verona Web-Radio

• Autorzy: Claudio Baccarani , DomingoTiziana Cavallo , Alessia Rotta

Warianty tytułu

Komunikacja partycypacyjna. Studium przypadku: Fuori Aula Network, radio internetowe przy Uniwersytecie Werońskim

• Języki publikacji: EN

Abstrakty

EN

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)

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)

Słowa kluczowe

EN

Radio network; Social participation; Social communication; Higher education

PL

Sieci radiowe; Partycypacja społeczna; Komunikowanie społeczne; Szkolnictwo wyższe

• Czasopismo: Organizacja i Kierowanie
• Rocznik: 2012
• Numer: nr 4
• Strony: 89--108

Twórcy

autor

Claudio Baccarani

• University of Verona, Italy

autor

DomingoTiziana Cavallo

• IULM, University of Milan, Italy

autor

Alessia Rotta

• University of Verona, Italy

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