Personal branding practices of adolescents on Instagram

The aim of this bachelor’s thesis was to explore adolescents’ personal branding practices in the social media environment of the photo and video sharing mobile application Instagram. As the theoretical background for personal branding is quite limited, this thesis combined concepts of personal branding and self-presentation to answer the research problems. Empirical data was collected by conducting semi-structured individual interviews with 10-14-year-old adolescent girls. The photo-elicitation method was utilized in the interviews as the participants were requested to present and discuss their Instagram accounts. The concepts of personal brand identity and personal brand positioning were found to be suitable descriptions to adolescents’ personal branding practices on Instagram. It was found that adolescents consciously consider what kind of personal brand identity they aim to portray to their audience and that authenticity of the personal brand identity is valued. Personal brand positioning, on the other hand, was found to be achieved through impression management: adolescents make strategic disclosure decisions regarding the content they post on their Instagram accounts in a way that the content is reflective of the personal brand identity. Posting brand-related user-generated content on one’s Instagram account was found to be one of the many disclosure decisions in personal brand positioning on Instagram and this type of content was very common on the participants’ accounts. Adolescents were also found to be interested in monitoring the audience reactions to their personal branding efforts.

Tourism Media Dynamics: Narratives of the Nation-State

With the premise that the tourism promotional video “China, Forever” provides a crucial access to understanding how tourism engages in a wider circle of socio-culture formation, this dissertation research approaches tourism by examining communicative practices initiated by “China, Forever”. In doing so, it seeks to reveal two dialogues – firstly, between the discursive construction of tourism representational language and China’s nation-state ideology; secondly, between interpretations from overseas Chinese audiences and nation-state narratives delivered via the tourism media. In analyzing the first dialogue, this dissertation reveals that the pursuit of collective and monolithic national imagery has caused a representational violence – one that is committed by the nation-state ideology operated through the organization of tourism language. The very representational coercion itself, however, signifies the nature of tourism media as a vehicle mediating the global gaze and China’s self-representation; illuminating the fact that China’s nation-state building is only to be understood as deeply-grounded in the complexity of postcolonial politics. Furthermore, in a dialectic view, such finding consolidates the nature of “China, Forever” as a cultural product that actively exists as a component in the overall social fabric, co-creating a wider circle of culture politics together with other genres of media products; thus, calling for a more comprehensive understanding of tourism media at large. In the second approach, this dissertation seeks to understand how the tourism video “China, Forever” mediates the relationship between tourism narratives of the nation-state and overseas Chinese individuals; thus bridging together tourism media and ongoing life experiences of the audiences chosen. The analysis reveals that audiences’ interpretations heavily concentrate on resisting and fragmenting the hegemonic nation-state language in “China, Forever”. While some interviewees seek to decentralize the nation-state perspective from aspects of aesthetics, representational style, and representational subjects in “China, Forever” by incorporating their individual memories and past experiences, to some others, the over-polished glorification of China in the mediated tourism discourse is only coercive to China’s social realities experienced by the individual interviewees - the disheartening contrasts of poverty and affluence as well as other social inequalities. From the perspective of the audience group, the Chinese scholars and students at the University of Illinois interviewed for this dissertation research constitute a cohort of exiled audiences for the tourism video “China, Forever”. The audiences subject themselves to voluntary interpellation, a process in which they find themselves defending, negotiating, and resisting the nation-state representation of China – even though they are not its intended audience and have had no input into its production. Nevertheless, such process is one of identification, in which viewers articulate a subject position from which to speak of their own experiences, dilemmas and desires. The usefulness of tourism media discourse in mediating the nation-state narratives and the individual experience is amplified.

Every nation under heaven: the importance of the biblical concept of nations for contemporary mission practice

Is there a concept of nationhood in the Bible that can provide us with a framework for cross-cultural Christian mission? This thesis argues that current evangelical missiology has accepted too willingly the categories of the secular Enlightenment understanding of ethnicity and nationhood, and that it needs to rethink its understanding of nations from a biblical standpoint. While the pressures of globalisation are seen by some as rapidly eclipsing the nation-state, this thesis will argue that we need to move beyond the narrower secular categories of citizenship, political power and the boundaries of the state to recover a more biblical understanding of nationhood. By reference to Genesis 10-11, Acts 2:1-11 and those passages in the Book of Revelation that discuss the destiny of the nations, it will show that the biblical understanding of nations includes deeper ideas of shared history, culture and language as the essential components of nationhood. It will explain how nations are part of the created order, and explore the impact of the Babel narrative on our understanding of nations in relation to God. It will demonstrate that Pentecost did not reverse the curse of Babel, but served rather to honour the dignity and value of nations and their languages. It will also argue that nations have a destiny in the New Creation according to the Book of Revelation. This biblical concept of nationhood has significant implications in several areas: the development of a public theology; a Christian response to nationalism; the question of how urban mission fits within mission to the nations; and the importance of indigenous languages in cross-cultural mission, especially in the multicultural cities of Europe.

Between Nation and State: Albanian Associations from Ottoman Origins to a Communist Party, 1880 - 1945

This dissertation addresses the broader antecedents of the Communist Party of Albania (CPA) as one of a number of associations whose experience was central to Albanian political history. This long experience dates back to the informal national associations formed in the Ottoman Empire of the late nineteenth century. The dissertation examines the role of these associations which, pursuing language rights and political representation through imperial state reforms, set a pattern that struggled to connect nation and state, rather than asserting the territorial demands for a nation-state familiar across the region. Starting out in the Ottoman Empire, but then maturing in the Albanian diaspora in Romania, Bulgaria, Egypt and the United States, this dissertation shows politically significant processes of longer-term adaptation that created informal associations as institutional structures able to channel collective action. It then traces the reframing of these patterns through their destruction in the Balkan Wars and the First World War to the emergence of communist associations in the interwar period and beyond. This dissertation is a sustained study that traces long-term Ottoman imperial political legacies in the Albanian successor state. The story of the associations, based on hitherto unexamined archival documents, shows that the Albanians possessed a far greater capacity for political mobilization that previously acknowledged by historians. Moreover, the dissertation successfully challenges the conventional wisdom that portrays the Albanians as irreparably divided along sectarian and regional faultlines. It finds that Albanian national activism was civic in character rather than ethnic as elsewhere in the Balkans. The Albanians fought to remain within a multinational framework because this afforded them political security, social advancement and potential economic growth. In the late Ottoman period, this political objective was manifested in the acceptance of the supranational imperial order whereas during the Second World War, in the aspiration to become members of the Comintern internationalist movement. Another important find, is the newly-discovered evidence concerning the founding of the CPA and its wartime conduct as an organization created and led by the Albanians themselves, albeit with Yugoslav ideological assistance under the transnational umbrella of the Comintern.

Personal Branding, una profesión emergente

Una de las profesiones que más éxito está teniendo en la actualidad es la de Personal Branding. Con la implementación masiva de las redes sociales, cualquier persona con relevancia pública necesita contar con el asesoramiento de estos profesionales, para conseguir la mejor imagen posible.

Abordagem multimetodológica do impacto da mentoria e relações de ajuda no processo informal de employee branding: o efeito de marca de empregado

O processo de employee branding tem demonstrado promover e reforçar o contrato psicológico entre os colaboradores e a organização, pelo incremento e potenciação do sentimento de comprometimento e lealdade do colaborador de acordo com Miles e Mangold. Esta investigação foca-se no estudo do impacto da mentoria e relações de ajuda no processo de employee branding, numa visão integrada da gestão de recursos humanos e do comportamento organizacional, com base nas relações de troca do marketing do relacionamento numa perspetiva da gestão por competências e foco nas Pessoas. Com a introdução da nova variável (mentoria e relações de ajuda) esta investigação, ao enriquecer e incrementar o processo de employee branding de Miles e Mangold proposto em 2004 e 2005, apresenta a construção de um instrumento de diagnóstico do inovador processo de Efeito de Marca de Empregado. A investigação decorreu em 30 organizações, com um total de 725 questionários, que permitiu a validação e fiabilidade do instrumento, bem como demonstra através de métodos estatísticos a influência das ações de mentoria e relações de ajuda e da atuação das relações interpessoais que promovem o processo employee branding. Se o processo de employee branding já incrementava os resultados organizacionais, com esta investigação, pode-se afirmar que o processo de Efeito de Marca de Empregado não só incrementa como também impulsiona a imagem de marca da organização pela atuação dinâmica e catalisadora das relações interpessoais dos seus colaboradores, dentro e fora da organização, com a introdução e promoção de ações mentoria e relações de ajuda entre chefias e chefiados; ABSTRACT: The employee branding process has shown as to promote and strengthen the psychological contract between employees and the organization, by increasing and maximizing the sense of employees’ commitment and loyalty, according with Miles and Mangold. This research focuses on the impact of mentoring and helping relationships in the employee branding process, in an integrated view of human resources management and organizational behavior, based on the exchange ratio of the relationship marketing in a perspective of management by competencies and people focused approach. With the introduction of the new variable (mentoring and helping relationships), this research enriches and enhances the Miles and Mangold employee branding process proposed in 2004 and 2005 and presents the construction of an diagnostic instrument for the innovative process of Employee Brand Effect. This research took place in 30 organizations with a total of 725 questionnaires, which allowed the validation and reliability of the instrument and the evidence through statistical methods of the influence of mentoring and helping relationships actions and of the interaction of interpersonal relationships promoting the employee branding process. If the employee branding process was already boosting organizational results with this research, it can be stated that the Employee Brand Effect process not only increases, but also boosts the organization’s brand image by the actuation of the dynamics of employees’ interpersonal relationships, inside and outside the organization, with the introduction and promotion of mentoring and helping relationships actions between leaders and followers.

Branding de lugar

Dissertação de Mestrado para obtenção do grau de Mestre em Arquitectura com Especialização em Urbanismo, apresentada na Faculdade de Arquitectura da Universidade Técnica de Lisboa.

O uso da Cultura e Região de Origem no Branding: Um Estudo da Produção Agropecuária em Angola

A produção agrícola continua a ser um fator essencial para o desenvolvimento e sustentabilidade dos territórios rurais. A sua dinamização assume um papel importante na diversificação da economia a nível rural e nacional. De acordo com a revisão da literatura dotar os produtos cultivados localmente de branding é uma estratégia de gestão e promoção, e pode ser uma mais-valia para o desenvolvimento, competitividade e atratividade local. O tema do presente trabalho intitula-se: O uso da cultura e região de origem no branding – Um estudo da produção agropecuária em Angola. Tendo como objetivo principal determinar as condicionantes do valor percebido nos produtos locais em Angola. Para testar as variáveis do modelo teórico optou-se por uma metodologia quantitativa que se traduziu na aplicação de um questionário a 305 indivíduos. Com base nos resultados obtidos, foi possível validar as hipóteses previamente formuladas.

Fichas de presentación sobre estrategia de marca y plan de marketing branding.

30 hojas : ilustraciones, fotografías a color.

Natural Disasters and Comparative State-Formation and Nation-Building: Earthquakes in Argentina and Chile (1822-1939)

Natural disasters in Argentina and Chile played a significant role in the state-formation and nation-building process (1822-1939). This dissertation explores state and society responses to earthquakes by studying public and private relief efforts reconstruction plans, crime and disorder, religious interpretations of catastrophes, national and transnational cultures of disaster, science and technology, and popular politics. Although Argentina and Chile share a political border and geological boundary, the two countries provide contrasting examples of state formation. Most disaster relief and reconstruction efforts emanated from the centralized Chilean state in Santiago. In Argentina, provincial officials made the majority of decisions in a catastrophe’s aftermath. Patriotic citizens raised money and collected clothing for survivors that helped to weave divergent regions together into a nation. The shared experience of earthquakes in all regions of Chile created a national disaster culture. Similarly, common disaster experiences, reciprocal relief efforts, and aid commissions linked Chileans with Western Argentine societies and generated a transnational disaster culture. Political leaders viewed reconstruction as opportunities to implement their visions for the nation on the urban landscape. These rebuilding projects threatened existing social hierarchies and often failed to come to fruition. Rebuilding brought new technologies from Europe to the Southern Cone. New building materials and systems, however, had to be adapted to the South American economic and natural environment. In a catastrophe’s aftermath, newspapers projected images of disorder and the authorities feared lawlessness and social unrest. Judicial and criminal records, however, show that crime often decreased after a disaster. Finally, nineteenth-century earthquakes heightened antagonism and conflict between the Catholic Church and the state. Conservative clergy asserted that disasters were divine punishments for the state’s anti-clerical measures and later railed against scientific explanations of earthquakes.

International Branding Strategies : In Swedish and Russian Fashion Companies

There are a lot of different business strategies for any company. However, in the fashion industry, the best way to become successful is to develop the brand using special branding strategies. Hence, a brand is the main weapon for fashion companies, which helps to launch international market and to create loyal customers around the world. Nowadays, due to the difficult current political situations and the collapse of oil and the dollar a lot of companies in different industries have to change their business strategies. It is especially true for fashion companies, because they depend on consumers ' income and their purchasing power. In the case of the fashion industry, branding strategy development can be more effective, than just business strategy. Hence, this thesis discusses the following problem: What branding strategy should Russian and Swedish fashion companies choose in order to build a strong brand and enter the international market.  The purpose of this thesis is to analyze various branding strategies of Russian and Swedish fashion companies during the process of entering foreign markets. At the end of this thesis, practical contribution in their process of international branding strategy creation will be discussed. In order to answer research questions more broadly and accurately, the mixed research method, using quantitive and qualitative study through interviews and survey was chosen. Semi-structured interviews were made with the CEO and brand managers of Russian and Swedish fashion companies. Moreover, the survey was made with two different questionnaires: for Russian and for Swedish customers. In the case of qualitative research, the author found that fashion companies from Russia and Sweden have got not just some features and differences, but also common aspects. The primary data from interviews allowed the author to understand the specifics of brand management in the fashion industry. It was found, that there are some useful aspects in Swedish strategies, which can be used by Russian companies to develop their brands on the international market. In the case of quantitative research, preferences of consumers from Russia and Sweden were analyzed and also some features were identified. Survey results provided the author with a common understanding about purchase habits, attitudes and perceptions to fashion brands. According to these, some hypothesizes, which are formulated in the first part of the thesis, have been proven or disproven. It was found, that preferences of Russian and Swedish people are pretty the same, however Russian customers do not like to risk with new brands and prefer well-known and trusted brands while Swedish customers are open for any brand, which can satisfy their tastes.

A stakeholder perspective on heritage branding and digital communication

How does an archaeological museum understand its function in a digital environment? Consumer expectations are rapidly shifting, from what used to be a passive relationship with exhibition contents, towards a different one, in which interaction, individuality and proactivity define the visitor experience. This consumer paradigm is much studied in fast moving markets, where it provokes immediately measurable impacts. In other fields, such as tourism and regional development, the very heterogeneous nature of the product to be branded makes it near to impossible for only one player to engage successfully. This systemic feature implies that museums, acting as major stakeholders, often anchor a regional brand around which SME tend to cluster, and thus assume responsibilities in constructing marketable identities. As such, the archaeological element becomes a very useful trademark. On the other hand, it also emerges erratically on the Internet, in personal blogs, commercial websites, and social networks. This forces museums to enter as a mediator, authenticating contents and providing credibility. What might be called the digital pull factor poses specific challenges to museum management: what is to be promoted, and how, in order to create and maintain a coherent presence in social media? The underlying issue this paper tries to address is how museums perceive their current and future role in digital communication.