The effects of the reticular communication network in the representation of the institutional image of the universities

Abstract

The study aims to investigate and discuss the ambience of the reticular communication at the academy and its contribution to the consolidation of corporate image in public universities. As from theoretical-methodological proposal of bibliographical analysis, publications and other indirect sources discusses key concepts and relations of the reticular communication and corporate image. Later, the intention is to carry out field research, qualitative and quantitative, interview intermediate in depth and questionnaires to teachers and students of faculties: Architecture, Arts and Communication, Unesp, Brazil and the University of Seville, Spain. The comparative case study between these two universities aims to outline the construction of the corporate image in different cultural contexts analyzing the influence of the reticular communication as a means of interaction and maintaining relationships with stakeholders. As a result is expected to contribute to the field of communication pointing out the effects of new digital technologies in information flows from universities and, therefore, in the opinion of public and corporate image. (AU)