Palavras chave

ONGs, Instagram, artivismo, ativismo gráfico, redes sociais, fotografias, engajamento, infância

Resumo

Devido à crescente importância que as ferramentas tecnológicas adquiriram nas estratégias de comunicação e tendo em vista que as Organizações Não Governamentais (ONGs) utilizam o Instagram como uma ferramenta com potencial ativista para difundir suas iniciativas e necessidades, este artigo tem como objetivo pesquisar a forma e o conteúdo das fotografias publicadas na citada rede social ao longo do ano de 2017 pelas 20 ONGs mais relevantes no âmbito internacional. Estuda-se, especificamente, a escolha de elementos formais, como o tipo de plano de fundo ou a edição, a finalidade da mensagem ou do sentimento que se quer transmitir nas fotografias, assim como o tipo de ator ou atores protagonistas das imagens (papel, número, gesto, sexo e idade). Além disso, estuda-se o engajamento gerado pelas fotografias e o uso que se faz nelas da figura da criança. Utiliza-se como metodologia a análise de conteúdo, a análise estatística não- parâmétrica com testes de Qui-quadrado e a análise da variância (ANOVA). Os resultados do estudo mostram como a imagem prototípica utilizada pelas ONGs (crianças aproveitando os benefícios da ajuda com aparência e gestos positivos), apresenta um conteúdo e um formato que não corresponde ao tipo de imagem que gera mais engajamento entre os usuários e seguidores.

Ver infografia

Referências

Aladro-Vico, E. (2011). La teoría de la información ante las nuevas tecnologías de la comunicación. Cuadernos de Información y Comunicación, 16(0). https://doi.org/10.5209/rev_CIYC.2011.v16.4

Link DOI | Link Google Scholar

Berganza, M.R., & del-Hoyo, M. (2006). La mujer y el hombre en la publicidad televisiva: imágenes y estereotipos. Zer, 21, 161-175.

Link Google Scholar

Blight, M.G., Ruppel, E.K., & Schoenbauer, K.V. (2017). Sense of community on Twitter and Instagram: Exploring the roles of motives and parasocial relationships. Cyberpsychology, Behavior, and Social Networking, 20(5), 314-319. https://doi.org/10.1089/cyber.2016.0505

Link DOI | Link Google Scholar

Byrne, K. (2010). Social media plays growing role in aid world. https://bit.ly/2jO9Vcl

Link Google Scholar

Chouliaraki, L. (2006). The spectatorship of suffering. London: SAGE Publications Ltd. http://dx.doi.org/10.4135/9781446220658.

Link DOI | Link Google Scholar

Cmeciu, C., & Coman, C. (2016). Digital civic activism in Romania: Framing anti-Chevron online protest community «Faces». [Activismo cívico digital en Rumanía: La comunidad de Facebook en las protestas online contra Chevron]. Comunicar, 47, 19-28. https://doi.org/10.3916/C47-2016-02

Link DOI | Link Google Scholar

Cooper, G. (2011). From their own correspondent?: New media and the changes in disaster coverage: Lessons to be learnt. University of Oxford, Reuters Institute for the Study of Journalism.

Link Google Scholar

Cooper, G. (2014). Text appeal? NGOs and digital media. Leadership and expertise: The Centre for Law, Justice and Journalism (CLJJ) is directed by three of city University London’s leading Academics, as well as being supported by a number of specialists the University, 35.

Link Google Scholar

Danko, D. (2018). Artivism and the spirit of avant-garde art. Art and the Challenge of Markets, 2, 235-261. https://doi.org/10.1007/978-3-319-64644-2_9

Link DOI | Link Google Scholar

Delgado, M. (2013). Artivismo y pospolítica. Sobre la estetización de las luchas sociales en contextos urbanos. Quaderns de l’Institut Catala d’Antropologia, 18(2), 68-80.

Link Google Scholar

Equipo de Instagram para empresas (2017). Reforzamos nuestro compromiso con la seguridad y la amabilidad para 800 millones de personas | Instagram for Business. https://bit.ly/2IdoVv3

Link Google Scholar

Felshin, N. (1995). But is it art?: Spirit of art as activism. Lacey: Bay Press, U.S.

Link Google Scholar

Foro Internacional de las Plataformas Nacionales de ONGs FIP (2012). ¿Quiénes Somos? Ifp-Fip FIP. February 24, 2018, https://bit.ly/2Ib6bQI

Link Google Scholar

González, M.G., Becerra, M.T., & Yanez, M.B. (2016). Cyberactivism: A new form of participation for University Students. [Ciberactivismo: nueva forma de participación para estudiantes universitarios]. Comunicar, 46, 47-54. https://doi.org/10.3916/C46-2016-05

Link DOI | Link Google Scholar

Greenwood, S., Perrin, A., & Duggan, M. (2016). Demographics of social media users in 2016. Pew Research Center. https://bit.ly/2Ix8nBC

Link Google Scholar

Knobloch, S., Hastall, M., Zillmann, D., & Callison, C. (2003). Imagery effects on the selective reading of Internet newsmagazines. Communication Research, 30(1), 3-29. https://doi.org/10.1177/0093650202239023

Link DOI | Link Google Scholar

Laurence, C. (2017). How do I calculate my engagement rate on Instagram? https://bit.ly/2jOEkXW

Link Google Scholar

Lee, E., Lee, J.A., Moon, J.H., & Sung, Y. (2015). Pictures speak louder than words: Motivations for using Instagram. Cyberpsychology, 18(9), 552-556. https://doi.org/10.1089/cyber.2015.0157

Link DOI | Link Google Scholar

Messaris, P., & Abraham, L. (2001). The role of images in framing news stories. In S.D. Reese, O.H. Gandy, Jr., & A.E. Grant (Eds.), LEA's communication series. Framing public life: Perspectives on media and our understanding of the social world (pp. 215-226). Mahwah, NJ, US: Lawrence Erlbaum Associates Publishers.

Link Google Scholar

Millard, R. (2016). Is Instagram an art form? [blog]. https://bit.ly/2rC5ncG

Link Google Scholar

Muñiz, C., Igartua, J.J., & Otero, J.A. (2006). Imágenes de la inmigración a través de la fotografía de prensa. Un análisis de contenido ‘Inmigration Images through Press Photography’. A content analysis. Comunicación y Sociedad, 19(1), 103-128.

Link Google Scholar

Neuendorf, K.A. (2016). The content analysis guidebook. Los Angeles: SAGE Publications Ltd.

Link Google Scholar

NGO Advisor (2018). Top 20 NGOs world. [web]. February 23, 2018, https://bit.ly/2KPpjl7

Link Google Scholar

ONU (1945). Carta de las Naciones Unidas. https://bit.ly/2rzaGdK

Link Google Scholar

Participation (iCSO). Department of Economics and Social Affairs. [web]. https://bit.ly/2I74l3b

Link Google Scholar

Santos-Perales, E. (2015). Diseño gráfico y fotografía en el activismo social. Estudio de casos. Universidad de Barcelona.

Link Google Scholar

Slovic, S., & Slovic, P. (2015). Numbers and nerves: Information, emotion, and meaning in a world of data. Oregon: Oregon State Uniersity Press. https://bit.ly/2KfHAa4

Link Google Scholar

Soengas, X., & Assif, M. (2017). Cyberactivisim in the process of political and social change in Arab countries. [El ciberactivismo en el proceso de cambio político y social en los países árabes]. Comunicar, 53, 49-57. https://doi.org/10.3916/C53-2017-05

Link DOI | Link Google Scholar

Taylor, C. (2012). Sandy really was Instagram’s moment: 1.3 million pics posted. [web]. https://bit.ly/2G9VSX8

Link Google Scholar

Tobergte, D.R., & Curtis, S. (2013). Procesamiento de Datos y Análisis Estadístico usando SPSS. Journal of Chemical Information and Modeling, 53. https://doi.org/10.1017/CBO9781107415324.004

Link DOI | Link Google Scholar

UNICEF Comité Español. (2006). Convención sobre los Derechos del Niño. Madrid. https://bit.ly/2rBfYVU

Link Google Scholar

United Nations. Department of Economics and Social Affairs. (2014). United Nations Civil Society

Link Google Scholar

Fundref

Crossmark

Technical information

Recebido: 28-02-2018

Revisado: 13-04-2018

Aceite: 03-05-2018

OnlineFirst: 15-07-2018

Data de publicação: 01-10-2018

Tempo de revisão do artigo: 44 dias | Tempo médio de revisão do número 57: 39 dias

Tempo de aceitação do artigo: 64 dias | Tempo médio de aceitação do número 57: 77 dias

Tempo de edição da pré-impressão: 170 dias | Tempo médio de edição pré-impressão do número 57: 178 dias

Tempo de processamento do artigo: 215 dias | Tempo médio de processamento do número 57: 223 dias

Métricas

Métricas deste artigo

Vistas: 53560

Leituras dos resumos: 45463

Descargas em PDF: 8097

Métricas completas do Comunicar 57

Vistas: 471987

Leituras dos resumos: 399556

Descargas em PDF: 72431

Citado por

Citas em Web of Science

Avila Campoverde, Fausto; Ugalde, Cecilia;. Instagram: the social network with the highest interaction to promote Ecuadorian tourist destinations INVESTIGACIONES TURISTICAS , 2020.

https://doi.org/10.14198/INTURI2020.19.03

Berne-Manero, Carmen; Marzo-Navarro, Mercedes;. Exploring How Influencer and Relationship Marketing Serve Corporate Sustainability SUSTAINABILITY , 2020.

https://doi.org/10.3390/su12114392

Carrasco-Polaino, Rafael. S.O.S. Protected timetable: Twitter as a citizen tool for reporting the violation of the protected schedule on television REVISTA MEDITERRANEA COMUNICACION-JOURNAL OF COMMUNICATION, 2019.

https://doi.org/10.14198/MEDCOM2019.10.1.15

Castellano, CM and Folch, CS. The Presence of NGOs on Instagram: A Case Study of Proactiva Open Arms TRIPODOS, 2018.

Link Google Scholar

Acosta, Marina; . FEMINIST ACTIVISM ON INSTAGRAM. THE CASE OF THE NATIONAL CAMPAIGN FOR THE RIGHT TO SAFE AND FREE LEGAL ABORTION IN ARGENTINA El efecto AMLO, 2020.

https://doi.org/#EANF#

Gonzalez-Carrion, Erika-Lucia; Aguaded, Ignacio;. Engagement and evolution of Spanish-speaking fashion instagrammers REVISTA LATINA DE COMUNICACION SOCIAL , 2020.

https://doi.org/10.4185/RLCS-2020-1456

Korenkova, Marcela; Maros, Milan; Levicky, Michal; Fila, Milan; . Consumer Perception of Modern and Traditional Forms of Advertising INTERNATIONAL JOURNAL OF INFORMATION MANAGEMENT, 2020.

https://doi.org/10.3390/su12239996

Carrasco-Polaino, Rafael; Sachez-De-La-Nieta, Miguel-Angel; Trelles-Villanueva, Alicia;. 2018 Andalusian parliament elections on Instagram: political parties, professional journalism and memes REVISTA MEDITERRANEA COMUNICACION-JOURNAL OF COMMUNICATION , 2020.

Link Google Scholar

Wut, TM; Lau, CYL and Chan, WT. Share, Comment, and Like on Facebook and Message Strategies of Non-Governmental organizations SAGE OPEN, 2022.

https://doi.org/10.1177/21582440221079876

Chen, Y; Sherren, K; (...); Lee, KY. Using social media images as data in social science research NEW MEDIA & SOCIETY, 2021.

https://doi.org/10.1177/14614448211038761

Wut, TM and Wong, SMH. SOCIAL MEDIA AND INTERNATIONAL MARKETING: A SYSTEMATIC REVIEW 13TH ANNUAL CONFERENCE OF THE EUROMED ACADEMY OF BUSINESS: BUSINESS THEORY AND PRACTICE ACROSS INDUSTRIES AND MARKETS, 2020.

Link Google Scholar

Citas em Scopus

Berne-Manero, C., Marzo-Navarro, M. . Exploring how influencer and relationship marketing serve corporate sustainability), Sustainability (Switzerland), .

https://doi.org/10.3390/su12114392

Campoverde, F.A., Ugalde, C. . Instagram: The social network with the highest interaction to promote Ecuadorian tourist destinations | [Instagram: la red social con la mayor interacción para promover los destinos turísticos ecuatorianos]), Investigaciones Turisticas, .

https://doi.org/10.14198/INTURI2020.19.03

Castellano, C.M., Folch, C.S.. The presence of NGOs on instagram: A case study of proactiva open arms [La presencia de las ONG en Instagram: Estudio de caso de proactiva open arms]), Tripodos, .

Link Google Scholar

Gonzalez-Carrion, E.-L., Aguaded, I. . Engagement and evolution of Spanish-speaking fashion instagrammers | [Engagement y evolución de instagramers hispanohablantes de moda]), Revista Latina de Comunicacion Social, .

https://doi.org/10.4185/RLCS-2020-1456

Korenkova, M., Maros, M., Levicky, M., Fila, M. . Consumer perception of modern and traditional forms of advertising), Sustainability (Switzerland), .

https://doi.org/10.3390/su12239996

CARRASCO-POLAINO, R., SÁNCHEZ-DE-LA-NIETA-HERNÁNDEZ, M.-Á., TRELLES-VILLANUEVA, A. . 2018 Andalusian parliament elections on Instagram: Political parties, professional journalism and memes | [Las elecciones al parlamento andaluz de 2018 en Instagram: Partidos políticos, periodismo profesional y memes]), Revista Latina de Comunicacion Social, .

https://doi.org/10.14198/MEDCOM2020.11.1.19

Chen, Y., Sherren, K., Smit, M., Lee, K.Y. . Using social media images as data in social science research), New Media and Society, .

https://doi.org/10.1177/14614448211038761

Wut, T.M., Lau, C.Y.L., Chan, W.T.. Share, Comment, and Like on Facebook and Message Strategies of Non-Governmental organizations), SAGE Open, .

https://doi.org/10.1177/21582440221079876

Citas em Google Scholar

Carrasco-Polaino, R. (2018). SOS Horario protegido: Twitter como herramienta ciudadana de denuncia de la vulneración del horario protegido en televisión.

http://rua.ua.es/dspace/handle/10045/84508

Alvarado-López, M. C., & Justo-von-Lurzer, C. (2019). Prostitución y medios de comunicación: de la controversia a la innovación social.

http://rua.ua.es/dspace/bitstream/10045/85249/14/ReMedCom_10_01_26_eng.pdf

TRELLES-VILLANUEVA, A. Dr. Rafael CARRASCO-POLAINO.

...

Quiroz Gallegos, E., & Tagle Smith, C. E. Marketing de redes sociales: la relación entre el contenido generado por la marca, el engagement y las ventas.

http://tesis.pucp.edu.pe/repositorio/handle/20.500.12404/15732

Linares, J. J. G., Márquez, M. D. M. S., Sánchez, J. G. S., Ruiz, N. F. O., Martínez, Á. M., & Martín, A. B. B. INNOVACIÓN DOCENTE E INVESTIGACIÓN EN CIENCIAS.

...

Carrasco-Polaino, R., & Trelles-Villanueva, A. (2020). Las elecciones al parlamento andaluz de 2018 en Instagram: partidos políticos, periodismo profesional y memes.

http://rua.ua.es/dspace/handle/10045/100476

Giraldo Jurado, N. Yo también quiero servir.

http://repository.javeriana.edu.co/handle/10554/43659

Martorell Castellano, C., & Serra Folch, C. (2018). La presencia de las ONG en Instagram: estudio de caso de Proactiva Open Arms. Trípodos, (43), 83-97.

http://www.tripodos.com/index.php/Facultat_Comunicacio_Blanquerna/article/view/563

Cruz Alava, J. L. (2019). Analizar el social media marketing en la generación millennial y post-millennial de la zona comercial de Cumbayá (Bachelor's thesis).

http://dspace.ups.edu.ec/handle/123456789/17321

Castellano, C. M., & Folch, C. S. (2018). La presencia de las ONG en Instagram: estudio de caso de Proactiva Open Arms. Trípodos, (43), 83-97.

https://dialnet.unirioja.es/servlet/articulo?codigo=6898914

Avila Campoverde, F., & Ugalde, C. (2020). Instagram: la red social con la mayor interacción para promover los destinos turísticos ecuatorianos.

http://rua.ua.es/dspace/handle/10045/106753

Gonzalez-Carrion, E. L., & Aguaded, I. (2020). Engagement y evolución de instagramers hispanohablantes de moda. Revista Latina, (77), 231-252.

http://nuevaepoca.revistalatinacs.org/index.php/revista/article/view/153

Krug, B. T. (2020). Fotografía Gastronómica: análisis de la comunicación digital entre Brasil y España.

http://rua.ua.es/dspace/handle/10045/109496

Torres, V. H. (2021). Lo visual se suma: una mirada sobre Instagram y su uso en la Campaña nacional por la legalización del aborto entre 2018-2019. Millcayac-Revista Digital de Ciencias Sociales, 8(14), 349-390.

http://revistas.uncuyo.edu.ar/ojs3/index.php/millca-digital/article/view/4286

Meca Jaymez, J. S. Acciones de contenido digital de marcas de bebidas alcohólicas y su relación con el engagement y la intención de compra mediante Instagram en las personas entre 18 a 35 años de Lima Metropolitana.

https://repositorioacademico.upc.edu.pe/handle/10757/651914

Gonzalez-Carrion, E. L., & Aguaded, I. (2020). Engagement and evolution of Spanishspeaking fashion instagrammers. Revista Latina de Comunicación Social, (77), 231-251.

...

Berne-Manero, C., & Marzo-Navarro, M. (2020). Exploring how influencer and relationship marketing serve corporate sustainability. Sustainability, 12(11), 4392.

https://www.mdpi.com/2071-1050/12/11/4392

Korenkova, M., Maros, M., Levicky, M., & Fila, M. (2020). Consumer Perception of Modern and Traditional Forms of Advertising. Sustainability, 12(23), 9996.

https://www.mdpi.com/2071-1050/12/23/9996

Romero Solana, E., Berné Manero, C., & Marzo Navarro, M. Análisis de las características del influencer en el “engagement” del usuario de Instagram.

https://zaguan.unizar.es/record/76141

Polaino, R. C., & Cirujano, E. V. (2021). El papel de los medios de comunicación en la Greta Thunberg como personaje viralizador de los tuit del sector informativo durante la cumbre del clima COP25. Revista de Ciencias de la Comunicación e Información, 26, 1-13.

http://revistaccinformacion.net/index.php/rcci/article/view/116

Baixar

Métricas alternativas

Como citar

Carrasco-Polaino, R., Villar-Cirujano, E., & Martín-Cárdaba, M. (2018). Artivism and NGO: Relationship between image and 'engagement' in Instagram. [Artivismo y ONG: Relación entre imagen y «engagement» en Instagram]. Comunicar, 57, 29-38. https://doi.org/10.3916/C57-2018-03

Compartilhar

           

Oxbridge Publishing House

4 White House Way

B91 1SE Sollihul United Kingdom

Administração

Redação

Creative Commons

Este site usa cookies para obter dados estatísticos sobre a navegação de seus usuários. Se você continuar navegando, consideramos que você aceita seu uso. +info X