Publication: Personal branding en investigación: prospección y retos en el área de Ciencias de la Documentación
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2017
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Alicia Arias Coello; Diego García Sánchez (coord.)
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Abstract
Esta investigación explora la conexión entre el personal branding y el contexto académico, y analiza las estrategias digitales en el ámbito de las de las Ciencias de la Documentación. Se han establecido los siguientes objetivos: acotar el concepto de personal branding; describir sus posibilidades de aplicación en el contexto académico; detallar las estrategias digitales desarrolladas en el área de las Ciencias de la Documentación y apuntar los principales retos que plantea el fenómeno para la investigación. Se utiliza un enfoque metodológico de carácter cualitativo basado en la revisión de la literatura científica y la observación online para describir y evaluar la actividad y uso de plataformas digitales por parte del universo objeto de estudio. Entre los resultados destaca la ausencia de empleo del personal branding como estrategia para aprovechar las posibilidades de las herramientas digitales. Se concluye, por tanto, que una gestión adecuada de la marca personal es fundamental para el desarrollo de la carrera académica e investigadora.
This research explores the connection between the personal branding and the academic context, and it analyzes the digital strategies in the field of Library and Information Science. The following objectives have been established: to define the concept of personal branding; to describe its possibilities of application in the academic context; to detail the digital strategies developed in Library and Information Science area and to point out the main challenges posed by the phenomenon in relation to research. A qualitative methodological approach is used, through the review of scientific literature and the online observation, to describe and evaluate the activity and use of digital resources by the universe selected. The results highlight the lack of employment of personal branding as a digital strategy. The research concludes, therefore, that an adequate management of the personal brand is fundamental for building the academic and research career.
This research explores the connection between the personal branding and the academic context, and it analyzes the digital strategies in the field of Library and Information Science. The following objectives have been established: to define the concept of personal branding; to describe its possibilities of application in the academic context; to detail the digital strategies developed in Library and Information Science area and to point out the main challenges posed by the phenomenon in relation to research. A qualitative methodological approach is used, through the review of scientific literature and the online observation, to describe and evaluate the activity and use of digital resources by the universe selected. The results highlight the lack of employment of personal branding as a digital strategy. The research concludes, therefore, that an adequate management of the personal brand is fundamental for building the academic and research career.