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Title:
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DIGITAL AND DIALOGIC LOOP PRINCIPLE IN OFFICIAL WEBSITES OF THE PORTUGUESE COMMUNICATION AGENCIES |
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Author(s):
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Ana Pereira and Adriana Oliveira |
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ISBN:
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978-989-8704-53-5 |
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Editors:
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Paula Miranda and Pedro Isaías |
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Year:
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2023 |
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Edition:
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Single |
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Keywords:
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Digital Transformation, Dialogic Communication, Communication Agencies, Websites, Portugal |
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Type:
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Full |
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First Page:
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181 |
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Last Page:
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188 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The digital transformation introduced the web into the organizational context. The web has become one of the most important communication channels for organizations, particularly with regard to the dialogue established between organizations and their different stakeholders, who are now more autonomous, active in their exposure to the content published on the internet. In this context, interactivity has become one of the elements capable of providing a more direct and continuous communication with stakeholders. Aware of these transformations, organizations, namely communication agencies, make use of dialogical principles in order to provide more efficient communication with stakeholders. Among these principles is the Dialogic Loop, which in this article is assumed as the main one. To study the adoption of the Dialogic Loop principle, an analysis was carried out on the websites of the finalist communication agencies of the Marketeer 2023 Awards in Portugal. The results showed that there is no significant adoption of the Dialogic Loop Principle. |
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