Percorrer por autor "Duarte, Paulo"
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- De smart cities a território inteligente : a cooperação como estratégia de place brandingPublication . Duarte, Paulo; Henriques, Denise; Filipe, Sara BritoA crescente massificação das zonas urbanas tem conduzido ao despovoamento das pequenas cidades e zonas rurais, já fragilizadas pela diminuição das infraestruturas e carência de competências digitais, colocando em causa o desenvolvimento sustentável dos territórios. O conceito de smart city, associado à capacidade das cidades aumentarem a eficiência, o desenvolvimento económico, a sustentabilidade e a qualidade de vida dos cidadãos através de TICs, tem-se restringido principalmente à escala urbana, carecendo de uma visão estratégica e territorial mais ampla. O objetivo deste artigo é proporcionar uma reflexão sobre a aplicação do conceito a uma escala mais abrangente através de modelos e estratégias diferenciadas. A questão central explorada foca-se em discutir se a cooperação entre municípios de cidades em áreas rurais ou de interior, desenvolvidas no âmbito de estratégias de marketing territorial assentes em soluções inteligentes, pode contribuir para revitalizar globalmente o território onde se inserem, posicionando-o como inteligente aos olhos dos vários stakeholders.
- The Smart City illusion: Why cooperation is the missing ingredient in rural developmentPublication . Filipe, Sara Brito; Duarte, PauloThis study analyzes the application of the Smart City concept to small towns. Current research on Smart Cities primarily focuses on metropolitan areas, creating a significant gap in our understanding of how these concepts can be effectively implemented in less urbanized regions. This work addresses this gap by linking territorial marketing and Smart City paradigms with a focus on cooperation. Based on a qualitative analysis, the study identifies the most relevant areas of intervention of three Portuguese inland municipalities classified as Smart Cities. The findings reveal the potential of territorial marketing and Smart City initiatives to revitalize inland regions and promote sustainable development. However, the absence of direct cooperative projects indicates a missed opportunity to establish a cohesive territorial identity. The analysis highlights shared challenges, such as addressing mobility disparities and enhancing digital inclusion, which demand a cooperative approach. The findings underscore the pressing need for municipalities to shift way from individualistic development approaches to foster inter-municipal synergies.
- Through the eyes of the viewer : colour, emotion, and genre recognition in movie marketingPublication . Duarte, Paulo; Pais, Henrique Teles; Filipe, Sara BritoABSTRACT: This study investigates how colour influences audience perception in film advertising, particularly through movie posters. Integrating theoretical insights from colour psychology and cultural semiotics, the research addresses a gap in the literature regarding the empirical association between colour palettes, film genres, and emotional responses. Using biometric eye-tracking technology, two experimental within-subjects studies were conducted with 41 participants aged 18 to 40. One study examined colour associations with five film genres (action, animation, romantic comedy, science fiction, and horror), while the other explored emotional responses to monochrome posters based on Plutchik’s wheel of emotions. Results reveal both alignment and divergence from traditional colour-genre conventions, such as the unexpected association of green with sadness and orange with trust, highlighting the role of context and design composition in visual interpretation. Findings also confirm central fixation bias, underscoring the influence of spatial placement on visual attention. The study makes a theoretical contribution to chromatic semiotics in film promotion and offers practical insights for designers and marketers seeking to optimize audience engagement.