Brand Journalism and Personal Branding in Academia

Brand Journalism and Personal Branding in Academia

Hada M. Sánchez Gonzales
DOI: 10.4018/978-1-5225-7116-2.ch047
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The book chapter seeks to highlight the importance of brand journalism and personal branding within the university context. First, the focus is on determining how universities are adapting to the changing needs of their audience by utilising new narrative techniques. Second, we must determine whether brand journalism in turn allows for the construction of personal branding. If so, we would like to know whether teachers coming from the Schools of Communication / Information of universities in Spain have created their personal brands, in addition to what criteria and tools had to be taken into consideration for its creation. In conclusion, a lack of progress in regards to the development of a personal brand as well as personal branding in academia is observed.
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Brand journalism is assuming greater prominence in business and media, while the attitude of the audience has changed and the advertising practice has lost efficiency. However, in no way is this a new form of communicating. Approximately one hundred and twenty years ago, according to Abiad (2014), The Furrow emerges in 1895 to attractively publicize agricultural content with an added value. “John Deere - the world's leading agricultural machinery manufacturer - had the good idea of ​​setting up a free publication for his potential clients”, which helped him to convert Deere tractors into the most highly demanded tractors on the market. The magazine is still being published today. It is obvious that another technology was used at that time to publicize such content. Today, with the help of the Internet and web 2.0 and 3.0, the technological change is indisputable owing to the fact that the magazine contents can be more widely spread at a cheaper price. In any case, the way of telling the story to reach the audience prevails.

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