University Communication

The aim of the paper is to analyze the main on line communication issues for Italian universities and the institutionalization of communication they have attained. In fact, much research and numerous empirical studies have shown that Italian universities have changed their form of communication to a more institutionalized one over the last 10 years. This has been the result of both internal elements coming from the university system (for example the reform of didactic ordinances, the evolution of organizational and governing models) and external ones (including globalisation, the strong impact of digital media and cultural consumption).
To meet the challenge it would be necessary to build different relations with new targets unlike the classical academic ones (professors, researchers and students) such as territorial institutions, foreign interests, firms and media, in order to create institutionalized relationships. For this reason new tools have been created by Italian universities and between them web sites
have become one of the most important elements of the communication mix. To realize this study, after a review of the literature on the specific subject (section 2), quantitative and qualitative research was done using the four main internet search engines (Google.com, Yahoo.com, Virgilio.it and
Msn.com). The study of university home pages visibility, their positioning, communication tools and structures and the on line visibility of the institutionalization of communication achieved by colleges, are presented together with the methodology used in section 3. Results are shown and partially discussed in section 4, before conclusions (section 5).

Even if university web sites have become the fundamental crux in the relationship design between universities and their stakeholders, most students have started to use social network tools to acquire and share information and impressions about colleges. This exploratory study, after a literature review, analyses groups created within Facebook related to an Italian university, to understand the kind of information and contents shared and whether this new digital arena can impact on students’ choices or on the perception of university experience. We will also examine the possibility that universities have to use Facebook to manage and improve the quality of relationships with their stakeholders, in particular with students.

Der vorliegende Beitrag befasst sich mit Fragesätzen und Fragehandlungen in authentischen institutionellen Gesprächen. Im Anschluss an eine Diskussion der in Grammatiken und DaF-Lehrwerken vorgenommenen Fokussierung auf Ergänzungs-und Entscheidungsfragen wird exemplarisch anhand eines universitären Sprechstundengesprächs aus dem DAAD-Projekt "Gesprochenes Deutsch für die Auslandsgermanistik" aufgezeigt, dass in der institutionellen Kommunikation weitere, häufig elliptische oder ko-konstruierende Formate genutzt werden, mit denen die Interagierenden rollenspezifisch Wissensdefizite bearbeiten. Abschließend werden Vorschläge für die Didaktisierung einer DaF-Unterrichtseinheit zu Fragehandlungen in institutionellen Gesprächen präsentiert.

At present, university museums represent a largely submerged backbone of Italian scientific culture and also the source of a strong relational potential which Italian universities continue to inadequately value. Based on this scenario and on available international data, this article discusses the results of a national survey of the widespread museum system belonging to Italian universities. The research, conducted in July-October 2015, examined 198 museums and 44 collections in the various fields of academic knowledge. The survey has made it possible to investigate the dimensions and major features of the museum system, with special reference to the territorial distribution of museums and collections, the variety of exhibition contents and coordination systems set up by each academic institution, naming strategies and online communication.

Resumen: En estos últimos años asistimos a intensos cambios estructurales en los sistemas comunicativos y sociales de nuestro entorno y a la aparición de nuevos actores y discursos de diversas procedencias que se distribuyen con ánimo de implantarse e influír en el devenir de nuestras sociedades. En este sentido, la creciente importancia que en la actualidad están adquiriendo las políticas comunicativas de las Universidades, y la necesidad de planificación y elaboración de proyectos que aprovechen los recursos de la manera más efectiva posible, obliga a estudiar con detenimiento las posibilidades de cada uno de los medios de comunicación existentes para utilizarlas de manera adecuada y en función de los objetivos que cada institución se plantea. En España tenemos un peculiar sistema audiovisual en el que participan operadores de titularidad pública o privada en distintos ámbitos territoriales y con distintas tecnologías y, en todos ellos la Universidad debe divulgar su discurso e incluso, y tal como ocurre en otros países, desarrollar Televisiones propiamente Universitarias que participen activamente en la dinamización socioeconómica y cultural de nuestras sociedades. En este texto nos ocupamos de analizar el papel comunicativo y sociocultural que se puede llevar a cabo desde la Universidad con la creación de una Televisión integrada en su estructura, e intenta exponer cuáles son las dificultades y los problemas previsibles a que se deberá enfrentar un proyecto de estas características, tomando como modelo de aprendizaje algunas de las experiencias de Televisión Universitaria existentes en Brasil y, específicamente, las Televisiones Universitarias de la ciudad de São Paulo.

The syllabus is designed to familiarize bachelor students studying Public Relations with the aims, specifics and practices of University PR as well as to make them aware of the current research in the sphere.

The discipline is mainly taught in the form of a workshop comprising short introductory lectures and numerous tasks fulfilled by the students under a supervision of a professor.

El objetivo del presente trabajo consiste en determinar el grado de adaptación de los departamentos de comunicación de las universidades españolas al entorno web 2.0, y  comprobar si, a través de él, atienden por igual a sus públicos internos y externos. Para ello, se han analizado sus salas de prensa virtuales y las herramientas on line que utilizan de modo más frecuente, así como su incorporación a las redes sociales y el nivel de interactuación que despliegan en ellas.
Los resultados revelan una progresiva implantación de recursos interactivos entre los gabinetes universitarios,
aunque aún son mayoría los que se limitan a trasladar sin modificaciones los contenidos que producen de forma tradicional, al tiempo que se evidencia cierto desequilibrio en la atención prestada a los distintos tipos de públicos.

The aim of the present study has been to analyze the incorporation of the Spanish universities’ press offices
to the Web 2.0, checking if they attend equally to the internal and external users. In order to achieve this, we have focused on specific features presented by their offices and their most frequently used on line communication resources, as well as their incorporation to the social networks and their degree of
interaction.
The analysis has shown that press offices have undertaken a progressive adaptation to the digital environment; although, the method used by the majority of these offices to isseminate the material remains traditional, i.e. without further modifications. Besides, we have detected than some users get more attention than others.