Análise holística da comunicação interna e externa dos grupos castelhanos.
DOI:
https://doi.org/10.25145/j.pasos.2025.23.016Palavras-chave:
Grupos de torres humanas (castellers), Património cultural imaterial, Tradições populares, Comunicação interna, Comunicação externa, Redes sociaisResumo
Os procedimentos de comunicação interna e externa utilizados pelos grupos castelhanos são essenciais para aumentar as suas realizações e as suas hipóteses de sobrevivência. O principal objetivo desta investigação é efetuar uma análise completa destes processos, relacionando-os com as necessidades actuais dos grupos. Metodologicamente, uma análise quantitativa de estatísticas descritivas e bivariadas sobre os dados de um inquérito à população castelhana foi combinada com a análise qualitativa de entrevistas semi-estruturadas com gestores de comunicação destas organizações. Os resultados revelam o grande potencial das redes sociais como recursos de comunicação para estes grupos. Conclui-se que, para aumentar e otimizar as actividades de comunicação dos grupos castelhanos, é necessário diversificar os canais online e offline, de modo a abranger os diferentes perfis da população. A identificação dos destinatários de cada informação será fundamental para uma estratégia de comunicação correta.
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- PASOS. Revista de Turismo y Patrimonio Cultural
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- Instituto Universitario de Investigación Social y Turismo. Universidad de La Laguna (España) - Instituto Universitario da Maia ISMAI (Portugal)
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