{"id":12294,"date":"2025-10-09T18:35:38","date_gmt":"2025-10-09T17:35:38","guid":{"rendered":"https:\/\/ciac.pt\/uncategorized\/gloria-gomez-escalonilla-apresentara-dois-seminarios-sobre-o-papel-das-redes-sociais-na-divulgacao-literaria\/"},"modified":"2025-10-13T16:03:43","modified_gmt":"2025-10-13T15:03:43","slug":"gloria-gomez-escalonilla-apresentara-dois-seminarios-sobre-o-papel-das-redes-sociais-na-divulgacao-literaria","status":"publish","type":"post","link":"https:\/\/ciac.pt\/en\/news\/gloria-gomez-escalonilla-apresentara-dois-seminarios-sobre-o-papel-das-redes-sociais-na-divulgacao-literaria\/","title":{"rendered":"Gloria G\u00f3mez-Escalonilla to Deliver Two Seminars on the Role of Social Media in Literary Dissemination"},"content":{"rendered":"\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" width=\"768\" height=\"1024\" data-src=\"https:\/\/ciac.pt\/wp-content\/uploads\/2025\/10\/Gloria-FCHS-768x1024.jpeg\" alt=\"\" class=\"wp-image-12283 lazyload\" style=\"--smush-placeholder-width: 768px; --smush-placeholder-aspect-ratio: 768\/1024;width:300px\" data-srcset=\"https:\/\/ciac.pt\/wp-content\/uploads\/2025\/10\/Gloria-FCHS-768x1024.jpeg 768w, https:\/\/ciac.pt\/wp-content\/uploads\/2025\/10\/Gloria-FCHS-225x300.jpeg 225w, https:\/\/ciac.pt\/wp-content\/uploads\/2025\/10\/Gloria-FCHS-1152x1536.jpeg 1152w, https:\/\/ciac.pt\/wp-content\/uploads\/2025\/10\/Gloria-FCHS.jpeg 1512w\" data-sizes=\"(max-width: 768px) 100vw, 768px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Gloria G\u00f3mez-Escalonilla to Deliver Two Seminars on the Role of Social Media in Literary Dissemination<\/h2>\n\n\n<div class=\"wp-block-post-date\"><time datetime=\"2025-10-09T18:35:38+01:00\">09\/10\/2025<\/time><\/div>\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p>Gloria G\u00f3mez-Escalonilla, professor at Universidad Rey Juan Carlos, will deliver two seminars on October 13 and 14 addressing the role of social media in the dissemination of literature. Gloria is currently undertaking a research stay at CIAC, which began on July 28 and will continue until January 26. Her work focuses on a comparative study of the presence and activity of Portuguese publishing houses on social media, as well as of content creators (influencers) specialising in books.<\/p>\n\n\n\n<p>Gloria G\u00f3mez-Escalonilla holds a degree and a PhD in Communication Sciences and teaches at the Faculty of Communication Sciences at Universidad Rey Juan Carlos. Her research interests include the publishing industry, and she has participated in several projects and publications, among which <em>Libro y entorno digital, un encuentro de futuro<\/em> (2003, Gedisa) stands out. Another of her main research lines is cultural journalism, explored both through research \u2014 as director of the project <em>Cultural Scape. Cartograf\u00eda de los modelos de mediaci\u00f3n literaria en l\u00ednea<\/em> \u2014 and through publications such as <em>La cultura en los medios: el protagonismo de los eventos culturales<\/em> (2019, Dykinson). She also teaches the course <em>El mercado de la Cultura<\/em> in the Master\u2019s Programme in Cultural Journalism at Universidad Rey Juan Carlos.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><strong>Seminar 1: Changes in the Forms of Book Recommendation<\/strong><\/p>\n\n\n\n<p><strong>Date and time:<\/strong> October 13, 10:30\u201312:30<br><strong>Location:<\/strong> Room 3.13, Pedagogical Complex, Gambelas Campus<br><strong>Context:<\/strong> Course <em>Communication in Contemporary Times<\/em> (L\u00ednguas e Comunica\u00e7\u00e3o Intercultural \/ L\u00ednguas, Literaturas e Culturas)<br><strong>Moderation and organisation:<\/strong> Olivia Novoa Fern\u00e1ndez<\/p>\n\n\n\n<p><strong>Abstract:<\/strong><br>This seminar offers an overview of the changes in the ways books are recommended \u2014 from traditional criticism and media to digital networks. It provides a portrait of the presence of Spanish and Portuguese publishers on social media, analysing their profiles and posts, and comparing their approaches.<\/p>\n\n\n\n<p>The main narratives are examined, concluding that many posts rely on influencers, opening a discussion on this figure, who has become increasingly relevant in social media environments.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><strong>Seminar 2: Books and Social Media \u2014 Publishers in Networks and Book Influencers<\/strong><\/p>\n\n\n\n<p><strong>Date and time:<\/strong> October 14, 10:30\u201312:30<br><strong>Location:<\/strong> Room 1.56, Building 1, Faculty of Human and Social Sciences, Gambelas Campus<br><strong>Context:<\/strong> Course <em>Spanish Language and Culture V<\/em> (L\u00ednguas e Comunica\u00e7\u00e3o Intercultural \/ L\u00ednguas, Literaturas e Culturas)<br><strong>Moderation and organisation:<\/strong> Olivia Novoa Fern\u00e1ndez<\/p>\n\n\n\n<p><strong>Abstract:<\/strong><br>This seminar proposes a reflection on the role digital platforms play in the promotion and consumption of literature today. From a dual perspective \u2014 institutional and social \u2014 it will address both the strategies of publishing houses in the digital environment and the influence of new reading mediators, the so-called book influencers.<\/p>\n\n\n\n<p>In the first part, the seminar will present an overview of literary publishers\u2019 presence on social media, comparing cases from Spain and Portugal. It will analyse how these institutions have adapted their communication channels to digital environments, what literary promotion strategies they have developed, and how they engage with readers through these platforms.<\/p>\n\n\n\n<p>In the second part, the focus will shift to the figure of the book influencer: content creators who, through reviews, recommendations, videos, or posts, have emerged as new prescriptive actors in reading. The results of a study conducted with Spanish students will be presented, providing data on the sociological profile of these influencers, the characteristics of their publications, and the type of interaction they generate.<\/p>\n\n\n\n<p>Finally, the methodology applied in this study will be shared with participants, with the aim of replicating the research in the Portuguese context. Students in Portugal will thus be invited to take part in the project by completing a specific questionnaire about their own reading practices on social media.<\/p>\n\n\n\n<p>This comparative approach aims to foster dialogue and analysis on the similarities and differences in the digital book ecosystem of both countries, as well as on the challenges and opportunities literary communication faces today in a global context.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p>These seminars are supported by national funds through FCT \u2013 Funda\u00e7\u00e3o para a Ci\u00eancia e a Tecnologia, I.P., under the project \u201cUID\/04019\/2025 &#8211; CIAC.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" width=\"724\" height=\"1024\" data-src=\"https:\/\/ciac.pt\/wp-content\/uploads\/2025\/10\/Cartaz-Eventos-CIAC-25-26-04-724x1024.jpg\" alt=\"\" class=\"wp-image-12286 lazyload\" 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height=\"1024\" data-src=\"https:\/\/ciac.pt\/wp-content\/uploads\/2025\/10\/Cartaz-Eventos-CIAC-25-26-042-724x1024.jpg\" alt=\"\" class=\"wp-image-12288 lazyload\" style=\"--smush-placeholder-width: 724px; --smush-placeholder-aspect-ratio: 724\/1024;width:300px\" data-srcset=\"https:\/\/ciac.pt\/wp-content\/uploads\/2025\/10\/Cartaz-Eventos-CIAC-25-26-042-724x1024.jpg 724w, https:\/\/ciac.pt\/wp-content\/uploads\/2025\/10\/Cartaz-Eventos-CIAC-25-26-042-212x300.jpg 212w, https:\/\/ciac.pt\/wp-content\/uploads\/2025\/10\/Cartaz-Eventos-CIAC-25-26-042-768x1086.jpg 768w, https:\/\/ciac.pt\/wp-content\/uploads\/2025\/10\/Cartaz-Eventos-CIAC-25-26-042-1086x1536.jpg 1086w, https:\/\/ciac.pt\/wp-content\/uploads\/2025\/10\/Cartaz-Eventos-CIAC-25-26-042-1448x2048.jpg 1448w, https:\/\/ciac.pt\/wp-content\/uploads\/2025\/10\/Cartaz-Eventos-CIAC-25-26-042.jpg 1754w\" data-sizes=\"(max-width: 724px) 100vw, 724px\" 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