Publicação
The role of alternative media in institutional communication for young audiences : Factanza Media case study
| Resumo: | In an era of information fragmentation and declining trust in traditional journalism, institutions face growing challenges in engaging younger audiences. This internship report addresses this problem by investigating the role of social-native alternative media in institutional communication, focusing on Factanza Media as a case study. The research is informed by debates in media and culture studies, particularly around alternative media and the shifting bases of communicative legitimacy in the digital age. Within this framework, Factanza is interpreted not only as a news provider but as a cultural actor that builds trust by adopting the language, aesthetics, and values of platform-native publics. A mixed-methods approach was adopted, combining semi-structured interviews with members of the Factanza team, two campaign case studies developed with NPOs (CESVI and WeWorld) and an audience survey targeting social media users aged 18–35. This triangulation allowed for both an internal analysis of editorial strategies and an external assessment of audience perceptions. Findings show that Factanza’s accessible formats and visually driven storytelling are effective in raising awareness and simplifying complex issues. Yet a persistent gap emerges between symbolic participation and concrete civic action, reflecting the phenomenon of slacktivism. Ultimately, the thesis concludes that Factanza exemplifies both the potential and the fragility of alternative media: capable of reshaping the symbolic grammar of public discourse and reconnecting institutions with younger audiences, yet constrained by platform logics that privilege visibility over long-term civic engagement. |
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| Autores principais: | Paglia, Giulia Valentina |
| Assunto: | Alternative media Institutional communication Digital-native platforms Social storytelling Gen Z Branded content Cultural engagement Media alternativos Comunicação institucional Plataformas digitais nativas Narrativa social Geração Z Envolvimento cultural. |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Católica Portuguesa |
| Idioma: | inglês |
| Origem: | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| Resumo: | In an era of information fragmentation and declining trust in traditional journalism, institutions face growing challenges in engaging younger audiences. This internship report addresses this problem by investigating the role of social-native alternative media in institutional communication, focusing on Factanza Media as a case study. The research is informed by debates in media and culture studies, particularly around alternative media and the shifting bases of communicative legitimacy in the digital age. Within this framework, Factanza is interpreted not only as a news provider but as a cultural actor that builds trust by adopting the language, aesthetics, and values of platform-native publics. A mixed-methods approach was adopted, combining semi-structured interviews with members of the Factanza team, two campaign case studies developed with NPOs (CESVI and WeWorld) and an audience survey targeting social media users aged 18–35. This triangulation allowed for both an internal analysis of editorial strategies and an external assessment of audience perceptions. Findings show that Factanza’s accessible formats and visually driven storytelling are effective in raising awareness and simplifying complex issues. Yet a persistent gap emerges between symbolic participation and concrete civic action, reflecting the phenomenon of slacktivism. Ultimately, the thesis concludes that Factanza exemplifies both the potential and the fragility of alternative media: capable of reshaping the symbolic grammar of public discourse and reconnecting institutions with younger audiences, yet constrained by platform logics that privilege visibility over long-term civic engagement. |
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Atividades financiadas
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