Meaningful "likes": how to digitally communicate the ethics behind a yoghurt
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Author
Micó, Josep-Lluís
Diez-Bosch, Miriam
Sabaté Gauxachs, Alba
Other authors
Universitat Ramon Llull. Facultat de Comunicació i Relacions Internacionals Blanquerna
Publication date
2019Abstract
For almost forty years the La Fageda cooperative has been working to improve the lives of people with intellectual disabilities and severe mental illnesses in the district of La Garrotxa (Catalonia), while producing one of the best-selling yoghurts in the region (CasadesúsMasanell, Ricart and Mitchell, 2011). The model of its social project puts people at the centre and has been developed on the basis of the principles and anthropological foundations of its founder, Cristóbal Colón (Ribera, 2006). The goal of this research paper is to analyse how the entire social project and the principles behind the yoghurts, jams and ice creams produced by La Fageda are communicated digitally. With this objective in mind, the profiles of the cooperative on Facebook, Instagram, LinkedIn and YouTube are analysed, with the addition of in-depth interviews with the founder and with the communications team, as well as with a focus group formed by employees from the company’s various departments. Taken as a whole, this study makes it possible to indicate how the principles, working practice and leadership of La Fageda, with every feature that makes it unique and original, have a coherent presence on social media, and how similar dynamics might be attained both off-line and in the digital realm.
Document Type
Article
Published version
Language
English
Subject (CDU)
65 - Communication and transport industries. Accountancy. Business management. Public relations
Keywords
La Fageda (Cooperativa)
Mitjans de comunicació social
Comunicació
Comunicacions digitals
Mitjans de comunicació social
Estructura social
Pages
30 p.
Publisher
Universitat Ramon Llull
Is part of
Ramon Llull Journal of Applied Ethics, núm. 10, 2019
This item appears in the following Collection(s)
Rights
© Càtedra Ethos - Universitat Ramon Llull i Herder
Except where otherwise noted, this item's license is described as http://creativecommons.org/licenses/by-nc-sa/4.0/