Starting from an inter- and multidisciplinary perspective, LIACOM brings together researchers with different theoretical backgrounds and methodological traditions, being organized into two major scientific axes.
The first, Media, Culture, and Technology, is particularly focused on the following topics:
Climate, Territory, and Sustainability: studying the role of media and their professionals as central elements in mediating the climate and climate change agenda, ensuring the environmental, social, and economic sustainability of territories and their communities.
Democracy, Literacy, and Citizenship: discussing the role of media literacy and active, informed citizenship in creating inclusive, free, and democratic societies.
Technology and Mediation: exploring how technology mediates social relationships, cultural narratives, and the construction of reality, while also questioning its impacts and ethical implications in contemporary society.
The second axis, Communication, Strategies, and Creativity, is mainly focused on the following topics:
Public Interest Communication: envisioning communication with and for communities, playing a crucial role in promoting collective well-being, civic participation, and social progress. This includes issues such as health, gender, discrimination, aging, science, and climate.
Organizational Dynamics and Challenges: addressing new challenges, new forms of governance, and the unstable balance between organizational success and the common good faced by organizations (in a broad sense). Highlighting the strategic role of communication and communication professionals within organizations and their relationship with society, particularly in the business and public sectors.Strategies, Brands, and Consumption: analyzing consumption, consumers, and consumption practices in their relationship with brands, framed within a unique social, cultural, and strategic communication context.
Research/UNESCO Chair
The application for creating a UNESCO Chair in Communication, Media Information Literacy and Citizenship at the School of Communication and Media Studies (ESCS) and Polytechnic Institute of Lisbon (IPL) was favourably evaluated by UNESCO. The agreement signed between ESCS / IPL and UNESCO will be valid for the next four years.
Coordinated by Fernanda Bonacho and João Abreu, the Chair in Communication, Media Information Literacy and Citizenship is the first UNESCO Chair specialized in Communication and Media Literacy in Portugal.
The Chair objectives are aligned with the 2030 Agenda and UNESCO’s strategy for 2022-29, and will work to:
Ensure quality, equitable, and inclusive education and promote lifelong learning opportunities for all, to reduce inequalities and facilitate learning and creative societies;
Enhance science, technology, innovation, and natural heritage for sustainable societies and environmental protection;
Promote freedom of expression, cultural diversity, education for global citizenship, and protect heritage to build inclusive, just, and peaceful societies;
Develop and disseminate knowledge, skills, and ethical standards to foster a technological environment in the service of humanity.
Research/Observatories e Laboratories
Landscape Museum
Oral Memory Archive of Communication Professions
UNESCO Chair in Communication, Media Information Literacy and Citizenship
Journalism Trends Laboratory
Public Communication Campaigns Observatory Advertising, Brands, and Consumption Observatory
Research/Research Projects
RESEARCH LINE 1 — MEDIA, CULTURE, AND TECHNOLOGY
Name: Communication Professions Oral Memory Archive (IPL/2016/AMOPC_ESCS) Synopsis: The project aims the creation of an oral memories’ repository of communication professionals. The repository will be an Intangible heritage reference, accessible to the society at large, as well as the academic community, concerning the communication professions. Coordinators: Prof. PHD Filipa Subtil (fsubtil@escs.ipl.pt) and Prof. PHD Jorge Souto (jsouto@escs.ipl.pt) Project Status: Active
Name: Narratives and Experience of the Place: Basis for a Landscape Museum (SAICT-POL/23382/2016) Synopsis: The project aims to find solutions to communicate the theme Landscape to different audiences’ through a dialogue between the several territorial actors while developing a digital museographic platform. This platform is the prototype of a future Landscape Museum. Fund: Foundation for Science and Technology (FCT) Coordinator: Prof. PHD João Abreu (jabreu@escs.ipl.pt) Project Status: Active
Name: PES_CE Entre Serras Project, a network of contemporary art in mountain areas (101100414-PES_CE) Synopsis: The project explores the articulation of images with other artistic practices interested in experimenting the landscape of mountains, regions of low population density. Between the oblivion of the past and the urge to return to the land, mountains are both an ideal observation field and a relevant metaphor to ask ourselves what are the challenges which make up tomorrow. In the light of post-modernity and that of the climate crisis, the Project was set as a contemporary art network to question the relation between landscape, ecology and its representations. The Project aims at initiating a dialogue, a reflection and perhaps new axes for solidarity. Fund: European Commission under the Creative Europe Program Coordinator: Prof. PHD João Abreu (jabreu@escs.ipl.pt) Project Status: Active
Name: Climate Journalism goes to the university: a cross-border project (FBR_OC2_85) Synopsis: Media is the primary source of information on climate change for citizens in most countries. Journalism plays a pivotal role in educating and informing people about one of our greatest societal challenges in an era of climate crisis. But although climate coverage is rising globally, the training of journalism students in this field is often lacking. By bolstering and advocating for climate journalism education, the cross-border project “Climate Journalism goes to the university”, with the support of the EEA Grants “Portugal and Norway: Partnerships for Innovation” programme, unites Escola Superior de Comunicação Social and Oslo Metropolitan University in Oslo in a bilateral initiative that aims at creating a tangible and constructive influence on forthcoming generations of journalists and newsrooms. The expected results have the potential to be long lasting, as this pilot will lay the foundations for an annual partnership between ESCS and OsloMet that in following years will continue to support, promote and strengthen climate journalism education. Fund: “Portugal & Norway: Partnerships for Innovation” – EEA Grants Coordinator: Prof. Vera Moutinho (vmoutinho@escs.ipl.pt) Partners: Oslo Metropolitan University (OsloMet) Project Status: Active
Name: EducArt_AI – The Use of Artificial Intelligence in Higher Artistic Education (IPL/IDI&CA2023/EducArt_AI_ESCS)
Synopsis: EducArt_AI intends to study the use of Artificial Intelligence in higher artistic education, through various analytical dimensions, in order to allow a cross-sectional vision and understanding of these emerging practices. The project also intends to contribute to pedagogical innovation in artistic higher education in Portugal. Fund: Polytechnic of Lisbon (IPL) Coordinator: Prof. PHD Filipe Montargil (fmontargil@escs.ipl.pt) Research Team: Filipe Montargil (ESCS/IPL), Adriana Cardoso (ESELx/IPL), Catarina Ferraz (NOVA IMS/UNL), and Vítor Santos (MagIC – NOVA IMS/UNL). Project Status: Active
Name: MOOC – Introduction to Data Journalism (IPL/IDI&CA2023/MOOC-JorDt_ESCS). Synopsis: In Portugal, Data Journalism is still an area worth investing in, both in newsrooms and in the curricula of Communication courses in general, and especially in Journalism programs. Although it is true that journalists have always worked with quantitative data, the volume of data that currently exists in our society requires technical skills to examine them rigorously. This, in turn, enables a better understanding of social, political, and economic issues. It’s also essential for effectively communicating this information through a clear and rigorous visual narrative. To address this gap, we will develop a Massive Open Online Course (MOOC) that serves as an introduction to Data Journalism. This MOOC can be beneficial for Communication students, particularly those studying Journalism, as well as for professionals in the field. Fund: Polytechnic of Lisbon (IPL) Coordinator: Prof. PHD Cláudia Silvestre (csilvestre@escs.ipl.pt) Research Team: Cláudia Silvestre (ESCS-IPL), Fátima Lopes Cardoso (ESCS-IPL), Fernanda Bonacho (ESCS-IPL), Helena Figueiredo Pina (ESCS-IPL), Maria José Mata (ESCS-IPL), and Susana Araújo (ESCS-IPL). Project Status: Active
RESEARCH LINE 2 — COMMUNICATION, STRATEGIES AND CREATIVITY
Name: SHIFT – Sustainability-oriented, Highly interactive, and Innovation-based Framework for Tourism marketing Synopsis: Project with a multidisciplinary approach that aims to develop a theoretical framework taking into account the current challenges of tourism such as sustainability, digitization, and post-pandemic consumer behavior, for a new paradigm of collaborative digital marketing in tourism. The theoretical framework will address how tourism agents can transition to this new paradigm by identifying the necessary preconditions, agents, their motivations, processes, and expected results. The project also includes the empirical validation of the theoretical models to be developed and a prototype of a collaborative digital marketing platform to explore, in a pragmatic approach, how the validated models can be implemented. Coordinator: Teresa Costa, Escola Superior de Ciências Empresariais, Instituto Politécnico de Setúbal (teresa.costa@esce.ips.pt) Coordinator IPL-ESCS: Prof. PHD João Rosário (jrosario@escs.ipl.pt) Research Team: Teresa Costa (ESCE/IPS), Lurdes Calisto (ESHTE), João Ferreira do Rosário (ESCS-IPL), Célia Ramos (UAlg), Ana Teresa Machado (ESCS-IPL), Filipe Montargil (ESCS-IPL), Nuno Gustavo (ESHTE), Rui Madeira (ESTSetúbal/IPS), Sandra Nunes (ESCE/IPS), and Zélia Santos (ESCS-IPL). Partners: CiTUR – Centre for Research, Development and Innovation in Tourism, Turismo de Portugal, IP Project Status: Active
Name: Digital Communication and Digital Marketing: a cross-cultural learning experience between PT and USA. Siynopsis: In today’s rapidly evolving global landscape, digital corporate communication and digital marketing have emerged as indispensable tools that transcend cultural, societal, corporate, and academic boundaries. Culturally, digital platforms have facilitated unprecedented cultural exchange and understanding, enabling individuals from diverse backgrounds to connect, share, and appreciate each other’s traditions and perspectives. Societally, digital communication has reshaped how we interact with organizations, mobilize for social causes, or stay informed, while digital marketing has transformed consumer behavior and expectations, impacting everything from product discovery to brand loyalty. In the corporate realm, digital strategies have become pivotal for organizations of different sectors and areas, enhancing stakeholder’s relationships and engagement, market reach, and profitability. Academically, the study of digital communication and marketing has become a vital field, providing insights into emerging trends to guide future professionals as they navigate this dynamic landscape. In sum, the relevance of digital communication and marketing today is paramount, influencing how we communicate, connect, and conduct business on a global scale while shaping the academic discourse surrounding these transformative phenomena. Funding: Project funded by FLAD – UP Program, Higher Education 2024. Coordinator: Prof. PHD Sandra Miranda (smiranda@escs.ipl.pt) Research Team: Ana Teresa Machado (ESCS-IPL), André Sendin (ESCS-IPL), António Azevedo (ESCS-IPL), Tatiana Nunes (ESCS-IPL), Sandra Pereira (ESCS-IPL), Zélia Santos (ESCS-IPL), Kristen Schiele (PhD, MBA, Associate Professor of Clinical Marketing, University of Southern California USC Marshall), Larry Vincent (PhD, Associate Professor of the Practice of Marketing, USC Marshall), and Arianna Uhalde (PhD, Assistant Professor of Clinical Marketing, USC Marshall). Partners: University of Southern California, USC Marshall. Project Status: Active.
Name: FLOW: Facing Obstacles to well-being in the Academia, can organizational communication be a starting point? (IPL/IDI&CA2023/FLOW_ESCS) Synopsis: This project aims to understand how Higher Education Institutions (HEIs) promote, through their communication, the well-being of students, as well as their literacy about it. By carrying out two qualitative studies, this project gives a voice to people HEIs communication managers and students from different HEIs in Portugal. Coordinator: Prof. PHD Rita Monteiro Mourão (rmourao@escs.ipl.pt) Research Team: Cláudia Pacheco (Instituto Politécnico de Portalegre), Élmano Ricarte (IADE-Universidade Europeia), Inês Sousa (ISCTE-IUL), Ivone Ferreira (Universidade NOVA de Lisboa), Jaime Lourenço (Universidade Autónoma de Lisboa), Milton Cappelletti (IADE-Universidade Europeia), Pedro Marques Gomes (ESCS-IPL), Sandra Miranda (ESCS-IPL), Sónia Silva (UTAD e Universidade Católica) e Susana Mourão (Universidade Autónoma de Lisboa). Partners: Federação Académica de Lisboa (FAL); Grupo de Trabalho (GT) de Jovens Investigadores da SOPCOM (Associação Portuguesa de Ciências da Comunicação). Project Status: Active
Name: SWOT Analysis of Mentori@IPL Program Communication. Contributions for Greater Student Adherence Synopsis: A multidisciplinary team proposes, through a mixed exploratory research, to analyze the communication of the Mentori@IPL – Interpeer Mentoring Program of the Polytechnic of Lisbon, with the goal of understanding the most effective communication strategies to increase student. Coordinator: Prof. Alexandra David (adavid@escs.ipl.pt) Research team: Rute Agostinho, Conceição Soares (Serviço de Apoio Psicológico e Educativo / Serviços de Ação Social – IPL), Ana Gama (ESELx–IPL), Ana Margarida Costa (H&TRC – Health & Technology Research Center / ESTeSL – IPL), Ana Cristina Borges (ISEL–IPL), Rita Pereira (ISEL–IPL), Ana Alice Pedro (ISCAL–IPL) e Ana Raposo (ESCS–IPL). Project Status: Active
Name: PMEINCoope: The application of social capital theory in the study of innovation capacity through coopetition by SMEs inserted in sectoral clusters Synopsis: This project focuses on coopetition, a term that defines a strategy in which companies collaborate with competitors. The main objective of the project is to understand how coopetition can contribute to radical and/or incremental innovation by small and medium-sized companies inserted in sectoral clusters. Coordinator: Prof. PHD Nuno Tiago Baptista (nbaptista@escs.ipl.pt) Research Team: Sandra Miranda (ESCS-IPL), Maria José Dos-Santos (ESCS-IPL), Anna Carolina Boechat (UCP e IADE), Ana Margarida Barreto (UNL)e Fernando Jorge Ribeiro da Mata (CISAS-IPVC). Participant: Paulo Tinta (ESCS-IPL). Partner: CISAS-IPVC. Project Status: Active
Name: Seniors in networking, engagement, and digital literacy Synopsis: This project aims to strengthen scientific production in the area of digital literacy and communication for seniors, bearing in mind not only its added value to the academic, professional, and business community but also in the way it fosters cooperation between science and citizens – reinforcing the role of citizen science. Fund: Polytechnic of Lisbon (IPL) Coordinator: Prof. PHD Sandra Miranda (smiranda@escs.ipl.pt) Partners: Academia Sénior de São Domingos de Benfica; APODEMO, Associação Portuguesa de Empresas de Estudo de Mercado e de Opinião; APAN, Associação Portuguesa de Anunciantes; 40+Lab Project Status: Active
Research/Publications
The Public Communication Journal is an multidisciplinary editorial project in the scientific, academic, and professional field of communication, founded in 2005 at the School of Communication and Media Studies of the Polytechnic Institute of Lisbon (ESCS). It primarily focuses on publishing articles, reviews, theoretical essays and critical notes that, regardless of the diversity of perspectives, languages, contexts and goals that characterize them, making the forms of human communication its theme. The journal is open access and follows a rigorous scientific peer-review system, being published twice a year, in June and December.
The Scientific Repository of the Polytechnic Institute of Lisbon (RCIPL), created in September 2011, aims to disseminate the scientific production generated by its academic community, increase the visibility and impact of the research conducted, ensure the preservation of intellectual memory, and promote free access to information for the general public.
Research/Comunicação Pública Review
A revista Comunicação Pública é um projeto editorial no campo científico, académico e profissional da comunicação, fundado em 2005, na Escola Superior de Comunicação Social do Instituto Politécnico de Lisboa (ESCS). Foca-se essencialmente na publicação de artigos, recensões, ensaios ou outros textos inéditos que façam das formas de comunicação humana o seu tema de reflexão, integrando diferentes perspetivas, linguagens e contextos. A revista tem acesso aberto e obedece a um rigoroso sistema de arbitragem científica, sendo publicada duas vezes por ano, em junho e dezembro.
The postgraduate degree in Audiovisual and Multimedia promotes the development of skills in design and production of audiovisual and multimedia products, drawing from this field’s theoretical and practical dimensions. The scholarly component goes hand in hand with the business market reality, providing students a learning approach that fosters their autonomy in solving communication problems. Core subjects are supplemented with two elective subjects per semester (students are offered four options from which to choose), where they enjoy classes with a maximum of 18 students per class. Successful completion of the first academic year of the postgraduate course grants students a Postgraduation Diploma in Audiovisual and Multimedia Communication.
Postgraduate degree in Public Relations Strategic Management
The postgraduate degree in Public Relations Strategic Management offers an opportunity to those already in the labour market to refresh and update their knowledge, and to those who have recently graduated in Public Relations/Corporate Communication to consolidate their analytical and technical skills. In a complex and global world, managing relationships between different audiences is a priority, both in analogue and digital contexts. Public Relations are thus a strategic organisational function, which contributes to expressing the identity of companies, public or private entities, non-governmental organizations, groups, and even individuals allowing them to be recognised by their different interlocutors and achieve greater affinity, trust and engagement.
The postgraduate degree in Journalism combines a cultural and applied research component with an experimental and vocational training one. The goal is to advance students’ knowledge on particular issues in media and journalism studies, and provide them with specific skills in areas of journalistic specialization.
The postgraduate degree in Advertising and Marketing aims to develop and deepen knowledge in the areas of Advertising and Marketing, as well as to provide students scientific and technical skills that allow them to deal with new innovative situations, conducive to a performance guided by proactivity and competitiveness. Students deal with practical situations, applied to real cases that allow them to broaden their reflection in order to anticipate the constant market challenges.
