Department of Communication and Media

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http://hdl.handle.net/20.500.12519/621

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  • Item
    The role of social networks in brand communication in Canadian hospitals
    (University of Toronto Press Inc., 2018-09) Aguerrebere, Pablo Medina
    The development of communication technologies, patient demands and organizational changes require hospitals to build a renowned brand that help the organization to develop its strategic positioning. In this context, social media represent a strategic opportunity. This paper aims to analyse the real impact of social media in the branding communication of Canadian hospitals. To do this, we carried out a literature review about corporate communication; and, then we evaluated the use of social media as a corporate communication tool by the 100 best hospitals in Canada. This paper concludes that hospital communication on social media must respect three pillars: a) promote the audiovisual language, b) analyse the relations between publications and the increase of followers and c) work in a multidisciplinary way. © 2019 The Canadian Journal of Information and Library Science.
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    Branding hospitals on social media through health professionals
    (Equinox Publishing Ltd, 2019) Aguerrebere, Pablo Medina
    Hospitals are facing a constantly changing context in which patients are becoming more demanding, public health education initiatives are regarded as increasingly important and hospital business models have to take account of constantly developing medical technologies. In order to better interact with internal and external stakeholders, hospitals try to reinforce their corporate communication strategies as well as their brand reputation by means that include using social media platforms. This literature review paper aims to better understand why health professionals have the potential to play a key role in hospitals’ branding initiatives through social media. First, I report the findings from studies of concepts related to corporate communication, branding and the connection between social media and personal branding; and, second, I propose a communication model – what I call the PMA branding model – to help hospitals build a brand reputation based on health professionals’ participation in corporate communication initiatives led by hospitals on social media. The paper concludes by showing that the PMA branding model consists of organisational tools based on a rigorous methodology that will help health professionals participate in branding initiatives led by the hospital through these platforms. Copyright © 2020 Equinox Publishing Ltd.
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    Hospital brand promotion through interpersonal communication maintained by health professionals on social media
    (Blanquerna School of Communication and International Relations, 2019) Aguerrebere, Pablo Medina
    The implementation of social media as a corporate communication tool, the new demands of patients, and greater competition between hospitals have led these organizations to rethink their communication strategies. The creation of a reputed brand that helps an organization to reinforce its strategic positioning in the health market has become a strategic priority for all hospitals. This literature review paper aims to analyze the impact on hospital brand construction of the interpersonal communication between health professionals and the organization's stakeholders in social media. This paper proposes a model of brand building based on the interpersonal communication carried out by these professionals in social media, and concludes that hospitals that want to build a reputed brand must take economic and management measures, implement communication plans and promote collaboration between health professionals and corporate communication experts. © 2019 Blanquerna School of Communication and International Relations. All rights reserved.
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    Twitter’s impact in building reputed hospital brands in USA
    (Obercom, 2020) Aguerrebere, Pablo Medina
    Social media have become a strategic tool for hospitals interested in boosting their corporate communication and achieving several organizational objectives such as improving patient's engagement or reinforcing their own corporate reputation. These platforms help hospitals adapt their communication strategies to a new context (new patients' demands, increasing competition between health organizations, development of health technologies, etc.). This paper aims to analyse Twitter's impact in branding initiatives led by hospitals. To do that, we carried out a literature review about corporate communication, branding and social media; and then, we analysed Twitter's corporate profiles of the best US hospitals in the treatment of oncological diseases. This paper concludes that hospitals interested in effectively using Twitter as a corporate communication tool for branding initiatives need to carry out a strategic reflection before launching any initiative on this platform, improve Twitter's integration with other social media platforms and mobile applications, and facilitate better collaborations between health professionals and communication experts. © 2020 Obercom. All rights reserved.
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    Online reputation management by cancer hospitals: A systematic literature review in the USA and Spain
    (El Profesional de la Informacion, 2020) Medina-Aguerrebere, Pablo ; Gonzalez-Pacanowski, Toni ; Medina, Eva
    Cancer hospitals manage social media platforms in a professional way to improve their relationships with internal and external stakeholders and reinforce their corporate brand. To do so, they need their health professionals to be involved: these professionals become brand ambassadors able to influence society. Nevertheless, they face different challenges: legal issues, new patients’ demands, privacy-related matters, or the difficulty of disseminating scientific content. This literature review paper analyzes how cancer hospitals manage their social media platforms to improve their reputation. To do this, we carry out a systematic literature review focused on papers published in the USA and Spain, based on the Salsa framework proposed by Grant and Booth (2009). We then define an online corporate communication model allowing cancer hospitals to improve their reputation through Facebook, Twitter, and YouTube (MedPac Model for Building Cancer Hospital Brands). The paper concludes that this model is useful for cancer hospitals because it prioritizes persons (brand ambassadors) rather than companies, focuses on scientific and emotional content rather than business information, and is based on human values. © 2020, El Profesional de la Informacion. All rights reserved.
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    Technology-Enabled Learning (TEL): YouTube as a Ubiquitous Learning Aid
    (World Scientific Publishing Co. Pte Ltd, 2020-03-01) Mady, Mohamed Ahmed ; Baadel, Said
    The use of social networks such as Facebook, Twitter, and YouTube in the society has become ubiquitous. The advent of communication technologies alongside other unification trends and notions such as media convergence and digital content allow the users of the social network to integrate these networks in their everyday life. There have been several attempts in the literature to investigate and explain the use of social networks such as Facebook and WhatsApp by university students in the Arab region. However, little research has been done on how university students utilise online audiovisual materials in their academic activities in the UAE. This research aims to elucidate the use of YouTube as a learning aid for university students in the UAE. We adopt the technology acceptance model (TAM) as the theoretical framework for this investigation. A quantitative methodology is employed to answer the research question. Primary data consisting of 221 correspondents were analysed, covering patterns of using YouTube as an academic audiovisual learning aid. Statistical techniques including descriptive, correlations, regression tests were used to analyse the data. The study concluded that students use YouTube as a learning tool for their academic studies and enriching their general knowledge; and there is a positive relationship between the use of YouTube videos in academic settings and the students' overall performance. This study can shed light for teachers, curriculum designers, government entities, and other stakeholders on how to best utilise and integrate the online technology - YouTube - as a learning aid. © 2020 World Scientific Publishing Co.
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    COVID-19: Virus or Viral Conspiracy Theories?
    (BiomedGrid LLC, 2020-03-16) Abaido, Ghada M. ; Takshe, Aseel A.
    A novel coronavirus called SARS-CoV2 has attracted considerable attention in the past three months, unlike its sisters the Middle East Respiratory Syndrome (MERS) and Severe Acute Respiratory Syndrome (SARS), and the disease it causes has been termed “coronavirus disease 2019” (COVID-19). The mortality rate of COVID-19, however, is lesser than that of SARS and MERS. Then why does COVID-19 seem to be a scarier pandemic than any before? Is it a serious virus outbreak or a sort of violence that has perpetrated across communities? The outbreak of the virus itself feels like it’s happening in your own home. This article attempts to understand the reasons for the widespread attention received by COVID-19. To do so, it briefly presents what is known so far about the SARS-CoV2 virus. After that, it explores whether the media has played a role in the widespread and perhaps exaggerated attention directed at COVID-19. At the dawn of 2020, several pneumonia cases were reported in the city of Wuhan, China, that were caused by a novel coronavirus.
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    Exploring Youths’ Perceptions Of (In)Tolerance In The United Arab Emirates
    (Gyandhara International Academic Publications, 2020-05) Abaido, Ghada M.
    Purpose of the study: This paper aims to explore how youth perceive the meaning of social, cultural, and religious tolerance in the United Arab Emirates as a multicultural, multi-ethnic society. Methodology: Data were collected using a survey conducted with 400 participants from different nationalities living and studying in UAE universities representing over 40 different nationalities. Main Findings: The study reveals that the roots of tolerance have historically been embedded in the UAE through various societal, geographic, religious, and economic factors. Findings revealed that 70.5 % of the sample expressed the belief that the UAE is a relatively tolerant society, whereas 29.5% believe that more efforts need to be made to instill values of tolerance, inclusion and acceptance. Surprisingly, more than half the respondents (53.5%) stated that they were unaware of the existence of a Ministry of Tolerance in the UAE. Implications: The topic of tolerance and intolerance has been a research area of interest in several countries but rarely raised in the Arab region. Many misconceptions have surrounded the meaning of tolerance especially in a region that has witnessed several social and political turbulences. Originality/Novelty of the study: Limited or no studies have been conducted towards understanding and conceptualizing tolerance in the Middle East and Gulf Cooperation Council societies. Since 2019 was announced as the Year of Tolerance, it was significant to investigate this nationwide initiative and its impact on the 200 different nationalities living in the UAE. © Abaido.
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    Here’s What to Know About Clickbait: Effects of Image, Headline and Editing on Audience Attitudes
    (Routledge, 2020-07-16) Vultee, Fred ; Burgess, G. Scott ; Frazier, Darryl ; Mesmer, Kelsey
    This experimental study examines responses to three features of news practice: headline style, selection of illustrations, and level of processing applied to the text. The strongest influence on perceptions of quality or credibility come from editing, though the use of stock illustrations has an independent effect on perceptions of writing quality, and the presence of editing also influences whether traditional or clickbait headlines are associated with better memory for story details. News use, Internet use, news source and field of study also influence outcomes. © 2020, © 2020 Informa UK Limited, trading as Taylor & Francis Group.
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    Cyberbullying on social media platforms among university students in the United Arab Emirates
    (Routledge, 2020-12-31) Abaido, Ghada M.
    With the increased utilization of the internet and social media platforms, it is not surprising that youth are using these tools to inflict harm upon each other. Previous studies have outlined the negative impacts of cyberbullying, yet few research studies have been conducted in Arab communities examining its different forms and characteristics. Reporting incidents of cyberbullying is also a big problem, considering the social and cultural constraints of these societies. The purpose of this paper is to explore the pervasiveness of cyberbullying among university students in an Arab community, its nature and venues, and their attitudes towards reporting cyberbullying in contrast to remaining silent. Data were collected from 200 students in the UAE. 91% of the study sample confirmed the existence of acts of cyberbullying on social media with Instagram (55.5%) and Facebook (38%) in the lead. Calls for smartphone applications, stricter legal actions and proactive measures are discussed. © 2020, © 2020 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
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    Guardians of humanity: how angels are portrayed in Islam
    (PalArch Foundation, 2021) Abaido, Ghada M. ; Attaweya, Passant G.
    The concept of angels is pivotal and holds a very strong place in Islam. This is because faith in the unseen world that Allah created is an essential element and one of the six articles of faith. A Muslim’s faith would be deemed incomplete without a belief in the existence of angels and other articles of faith such as the belief in Allah, his holy book, all his prophets and messengers, in the day of judgement and in fate and destiny. Believing in such transcendental and metaphysical beings has been a vital characteristic of faith, not just in Islam but in various other religions as well. While angels perform crucial roles in Islam and act as the messengers between the human realm and the unseen world, their perception remains of an enigmatic and obscure nature to many. Through readings of previous literature and the Holy Quran, this research paper discusses and analyses the concept of angels in Islam. In doing so, it aims to specify several aspects of angels—creation, characteristics, duties, names—many of which have been subject to confusion. © 2021 Ghada M. Abaido, Passant G. Attaweya.
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    Research on a reference signal optimisation algorithm for indoor Bluetooth positioning
    (Sciendo, 2021) Luo, Heng ; Hu, Xinyu ; Zou, Youmin ; Jing, Xinglei ; Song, Chengyi ; Ni, Qidong
    GPS has a sharp performance decline in terms of accuracy indoors due to the complex building structure. A combined algorithm, targeting at received signal strength indication (RSSI) calibration optimisation, depending on deep neural network training via input vector Γ and the target output vector ψ, termed reference signal optimisation algorithm (RSOA) is proposed to improve the positioning accuracy in the indoor Bluetooth positioning networks. Experimental results show that the relative error of the proposed RSOA between the estimated results and the measured ones can reach as low as 0.2%, and the absolute errors can be reduced to 0.13 m at most within 10 m. © 2021 Heng Luo et al., published by Sciendo 2021.
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    Compressed feature vector-based effective object recognition model in detection of COVID-19
    (Elsevier B.V., 2022-02) Chen, Chao ; Mao, Jinhong ; Liu, Xinzhi ; Tan, Yi ; Abaido, Ghada M ; Alsayed, Hamdy
    To better understand the structure of the COVID-19, and to improve the recognition speed, an effective recognition model based on compressed feature vector is proposed. Object recognition plays an important role in computer vison aera. To improve the recognition accuracy, most recent approaches always adopt a set of complicated hand-craft feature vectors and build the complex classifiers. Although such approaches achieve the favourable performance on recognition accuracy, they are inefficient. To raise the recognition speed without decreasing the accuracy loss, this paper proposed an efficient recognition modeltrained witha kind of compressed feature vectors. Firstly, we propose a kind of compressed feature vector based on the theory of compressive sensing. A sparse matrix is adopted to compress feature vector from very high dimensions to very low dimensions, which reduces the computation complexity and saves enough information for model training and predicting. Moreover, to improve the inference efficiency during the classification stage, an efficient recognition model is built by a novel optimization approach, which reduces the support vectors of kernel-support vector machine (kernel SVM). The SVM model is established with whether the subject is infected with the COVID-19 as the dependent variable, and the age, gender, nationality, and other factors as independent variables. The proposed approach iteratively builds a compact set of the support vectors from the original kernel SVM, and then the new generated model achieves approximate recognition accuracy with the original kernel SVM. Additionally, with the reduction of support vectors, the recognition time of new generated is greatly improved. Finally, the COVID-19 patients have specific epidemiological characteristics, and the SVM recognition model has strong fitting ability. From the extensive experimental results conducted on two datasets, the proposed object recognition model achieves favourable performance not only on recognition accuracy but also on recognition speed. © 2021
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    Government failure or irresponsible residents? Framing Detroit’s water shutoffs before and during the COVID-19 pandemic
    (SAGE Publications Ltd, 2022-03) Mesmer, Kelsey ; Frazier, Darryl ; Burgess, Scott
    This content analysis of news stories about the Detroit water shutoffs sought to understand how the ongoing water crisis is framed in local Detroit newspapers—as a human rights issue, or in relation to the city’s financial burden. Using a deductive framing approach, we paid special attention to the frames used within stories and whether articles contained context related to the water shutoffs, specifically about health implications. We paid particular attention to how the focus on health implications changed in response to the COVID-19 pandemic in 2020. Results showed that stories about the water shutoffs often included an economic consequences and responsibility frame which put the blame for the water shutoffs on the city’s government and simultaneously called for the city to step up and fix the problem. Very few news articles focused on the human element of the story, with only a small fraction of the stories including the voices of residents living with no water or focusing on the health implications for those without running water in their homes. These findings led us to make strategic recommendations for reporters covering the water shutoffs in Detroit and similar areas. © 2022 NOND of AEJMC.