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Building global educational brands: intercultural communication and localisation in online education
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Esta dissertação analisa a comunicação intercultural na educação digital através do exemplo de educadores online independentes que trabalham com audiências internacionais. À medida que a educação online continua a expandir-se, os educadores desempenham cada vez mais funções que vão além do ensino, atuando também como marcas pessoais, prestadores de serviços e empreendedores digitais, o que exige a adaptação da sua comunicação a diferentes contextos culturais, linguísticos e sociais.
O objetivo deste estudo é analisar a forma como os educadores online desenvolvem estratégias de comunicação e negociam identidades profissionais ao interagir com públicos que apresentam diferentes contextos culturais, expectativas e necessidades de aprendizagem. A investigação baseia-se num estudo comparativo qualitativo de dois projetos educativos que operam em áreas distintas: educação artística e ensino de línguas. A análise recorre a websites, conteúdos de redes sociais, plataformas educativas, materiais de comunicação e dados de audiência.
Os resultados demonstram que a comunicação intercultural na educação digital vai além da simples tradução linguística e envolve a adaptação de significados, estilos de interação, práticas de branding e estratégias de envolvimento da audiência. Enquanto um dos casos é construído em torno de uma identidade estável e universalizada, o outro utiliza um modelo de comunicação segmentado, adaptado a diferentes grupos linguísticos e culturais.
É dada especial atenção à localização como forma de mediação intercultural e às tensões que emergem entre autenticidade e acessibilidade, adaptação e padronização, bem como entre identidade e exigências do mercado. O estudo destaca ainda a dimensão empresarial da comunicação intercultural, demonstrando de que forma as práticas comunicacionais influenciam a confiança, a credibilidade, as relações com a audiência e a acessibilidade ao mercado.
A investigação mostra que uma comunicação eficaz na área da educação digital exige uma abordagem integrada que combine consciência intercultural, estratégias de localização e práticas de comunicação empresarial, de modo a envolver com sucesso diferentes audiências em ambientes digitais globais.
This dissertation examines intercultural communication in digital education through the example of independent online educators working with international audiences. As online education expands, educators increasingly operate not only as teachers but also as personal brands, service providers, and digital entrepreneurs, which requires them to adapt their communication to diverse cultural, linguistic, and social contexts. The aim of the study is to analyse how online educators develop communication strategies and negotiate professional identities when interacting with audiences that differ in cultural backgrounds, expectations, and learning needs. The research is based on a qualitative comparative case study of two educational projects operating in different fields: art education and language teaching. The analysis draws on websites, social media content, educational platforms, communication materials, and audience data. The findings show that intercultural communication in digital education goes beyond language translation and involves the adaptation of meanings, interaction styles, branding practices and audience engagement strategies. While one case is built around a stable and universalised identity, the other uses a segmented communication model customized to distinct language and cultural groups. Particular attention is given to localisation as a form of intercultural mediation and to the tensions that emerge between authenticity and accessibility, adaptation and standardisation, and identity and business demands. The study additionally emphasises the business dimension of intercultural communication, showing how communication practices influence trust, credibility, audience relationships, and market accessibility. Overall, the research argues that effective communication in digital education requires an integrated approach which combines intercultural awareness, localisation strategies, and business communication practices in order to successfully engage different audiences in global digital environments.
This dissertation examines intercultural communication in digital education through the example of independent online educators working with international audiences. As online education expands, educators increasingly operate not only as teachers but also as personal brands, service providers, and digital entrepreneurs, which requires them to adapt their communication to diverse cultural, linguistic, and social contexts. The aim of the study is to analyse how online educators develop communication strategies and negotiate professional identities when interacting with audiences that differ in cultural backgrounds, expectations, and learning needs. The research is based on a qualitative comparative case study of two educational projects operating in different fields: art education and language teaching. The analysis draws on websites, social media content, educational platforms, communication materials, and audience data. The findings show that intercultural communication in digital education goes beyond language translation and involves the adaptation of meanings, interaction styles, branding practices and audience engagement strategies. While one case is built around a stable and universalised identity, the other uses a segmented communication model customized to distinct language and cultural groups. Particular attention is given to localisation as a form of intercultural mediation and to the tensions that emerge between authenticity and accessibility, adaptation and standardisation, and identity and business demands. The study additionally emphasises the business dimension of intercultural communication, showing how communication practices influence trust, credibility, audience relationships, and market accessibility. Overall, the research argues that effective communication in digital education requires an integrated approach which combines intercultural awareness, localisation strategies, and business communication practices in order to successfully engage different audiences in global digital environments.
Descrição
Palavras-chave
Comunicação Intercultural Educação Digital Localização Branding Educativo Intercultural Communication Digital Education Localisation Educational Branding