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Sara Machado has a Ph.D. in Information and Communication on Digital Platforms from the Faculty of Arts and Humanities of the University of Porto. Her research titled "The relationship between social media use and youth voter turnout in Portugal" was awarded a 4-year Ph.D. grant by the Foundation for Science and Technology (ref: 2020.05202.BD). She has a Master's Degree in Marketing from the School of Economics and Management of the University of Porto and a Bachelor's Degree in Communication Sciences from the Faculty of Arts and Humanities of the University of Porto. She has been teaching communication modules at the University of Porto as an Invited Assistant since 2021. She is a research collaborator at CITCEM – Transdisciplinary Research Centre «Culture, Space and Memory» and a member of the international research networks Digiworld - Digital Election Campaigning Worldwide and CamforS - Campaigning for Strasbourg.
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Identification

Personal identification

Full name
Sara Monteiro Machado

Citation names

  • Machado, Sara

Author identifiers

Ciência ID
A510-6C2D-9B98
ORCID iD
0000-0001-8153-7747

Knowledge fields

  • Social Sciences - Media and Communications

Languages

Language Speaking Reading Writing Listening Peer-review
Portuguese (Mother tongue)
English Advanced (C1) Advanced (C1) Advanced (C1) Advanced (C1)
Spanish; Castilian Intermediate (B1) Intermediate (B1) Intermediate (B1) Intermediate (B1)
Education
Degree Classification
2019/09/01 - 2025/01/31
Concluded
 Informação e Comunicação em Plataformas Digitais (Doutoramento)
Universidade do Porto Faculdade de Letras, Portugal

Universidade de Aveiro Departamento de Comunicação e Arte, Portugal
2016/09 - 2018/11/29
Concluded
 Marketing (Mestrado)
Major in Sem especialização
Universidade do Porto Faculdade de Economia, Portugal
"How Consumers Respond to Editorial Communication Strategies: Is Content Marketing Replacing Publicity?" (THESIS/DISSERTATION)
 18
2012/09 - 2015/06/20
Concluded
 Ciências da Comunicação: Jornalismo, Assessoria, Multimédia (Licenciatura)
Major in Assessoria
Universidade do Porto, Portugal
 18
2013/09/20 - 2014/06/20
Concluded
 (ERASMUS) BA Advertising, PR and Media | BA Publishing and Media | BA Media and Cultural Studies (Bachelor)
Middlesex University, United Kingdom
 18
Affiliation

Science

Category
Host institution 		Employer
2021/01/01 - Current Contracted Researcher (Research) Universidade do Porto Centro de Investigação Transdisciplinar Cultura Espaço e Memória, Portugal
Universidade do Porto Faculdade de Letras, Portugal

Teaching in Higher Education

Category
Host institution 		Employer
2021/02/01 - Current Invited Assistant (University Teacher) Universidade do Porto, Portugal

Other Careers

Category
Host institution 		Employer
2017/11/12 - 2020/12/31 Técnico Superior (Técnico Superior) Ventura + Partners , Portugal
2017/06/19 - 2019/11/09 Técnico Superior (Técnico Superior) Central de Informação, Portugal
2015/06/11 - 2017/06/16 Técnico Superior (Técnico Superior) Eusébio & Rodrigues, Portugal
2015/02/23 - 2015/05/22 Assistente Técnico (Assistente Técnico) EDP, Portugal
Projects

Grant

Designation Funders
2021/01/01 - 2024/12/31 A relação entre o uso das redes sociais e a participação eleitoral dos jovens portugueses
2020.05202.BD
UIDB/04059/2020
R59/24A037
PhD Student Fellow
Universidade do Porto Centro de Investigação Transdisciplinar Cultura Espaço e Memória, Portugal
 Fundação para a Ciência e a Tecnologia
Concluded
Outputs

Publications

Book chapter
  1. Brandão, Amélia Maria Pinto da Cunha; Machado, Sara Monteiro. "How Consumers Respond to Editorial Communication Strategies". In Exploring the Power of Electronic Word-of-Mouth in the Services Industry, 364-389. IGI Global, 2020.
Conference paper
  1. Machado, Sara Monteiro. "Estou só a ver: o uso político das redes sociais pelos jovens portugueses / Just watching: The political use of social media by Portuguese youth". Paper presented in XVII Congresso Ibero-Americano de Comunicação (IBERCOM) 2022 – Comunicação, Identidades e Diálogo na Cidade Mediatizada, Porto, 2022.
    Published
  2. Dourado, Pedro; Machado, Sara Monteiro. Corresponding author: Dourado, Pedro. "Opinião pública e cultura participativa na era da personalização / Public opinion and participatory culture in the age of personalization". Paper presented in XVII Congresso Ibero-Americano de Comunicação (IBERCOM) 2022 – Comunicação, Identidades e Diálogo na Cidade Mediatizada, Porto, 2022.
    Published
Journal article
  1. Jörg Haßler; Melanie Magin; Uta Russmann; Anna-Katharina Wurst; Delia Cristina Balaban; Pawel Baranowski; Jakob Linaa Jensen; et al. "Weaponizing Wedge Issues: Strategies of Populism and Illiberalism in European Election Campaigning on Facebook". Media and Communication (2025): https://doi.org/10.17645/mac.10718.
    10.17645/mac.10718
  2. Sara Machado; Vicente Fenoll. "It glitters, but is it gold? Negative campaigning on social media in Portugal". Communication and the Public (2025): https://doi.org/10.1177/20570473251323766.
    10.1177/20570473251323766
  3. Machado, Sara. "Can’t buy me love? Analyzing the equalization – normalization dynamics in the Portuguese 2022 National Election". PRISMA.COM 51 (2024): 62-77. https://ojs.letras.up.pt/index.php/prismacom/article/view/15076.
    Open access • Published
  4. Sara Machado; Vasco Ribeiro; Raquel Meneses. "“The million-euro answer”: party youth wings’ views on the opportunities and challenges of engaging young people politically through social media". Media & Jornalismo (2024): https://doi.org/10.14195/2183-5462_45_13.
    10.14195/2183-5462_45_13
  5. Sara Monteiro Machado. "Hybrid Times Call for Hybrid Measures: Reflecting on the Information Bubbles Phenomenon in Light of the Nature-culture Debate". Asian Journal of Media and Communication (2024): https://journal.uii.ac.id/AJMC/article/view/36711.
    10.20885/asjmc.vol8.iss2.art2
  6. Sara Monteiro Machado; Vasco Ribeiro; Raquel Meneses. "A atividade das juventudes partidárias no Instagram em período eleitoral: Inovação ou normalização?". Teknokultura. Revista de Cultura Digital y Movimientos Sociales (2022): https://doi.org/10.5209/tekn.80991.
    10.5209/tekn.80991
  7. Sara Monteiro Machado; Vasco Ribeiro; Raquel Meneses. "It speaks to me: the influence of Covid-19 and the rise of far-right populism on youth voter turnout". Media & Jornalismo 22 40 (2022): 219-238. https://doi.org/10.14195/2183-5462_40_11.
    10.14195/2183-5462_40_11
  8. Sara Monteiro Machado. "Democracia em risco? Explorando a contribuição do ciberjornalismo para o fenómeno do filtro-bolha / Democracy at risk? Exploring the contribution of cyberjournalism to the filter bubble phenomenon.". Observatorio (2021): http://obs.obercom.pt/index.php/obs/article/view/1730.
    https://doi.org/10.15847/obsOBS15220211730
Newspaper article
  1. Machado, Sara. "Quem não sabe é como quem não vota / Those who do not know are like those who do not vote", Jornal SOL, 2025
  2. Machado, Sara. "O insustentável peso da negatividade / The unbearable weight of negativity", Público, 2025, https://www.publico.pt/2025/04/28/opiniao/opiniao/insustentavel-peso-negatividade-2130957.
Thesis / Dissertation
  1. "A relação entre o uso de redes sociais e a participação eleitoral dos jovens portugueses / The relationship between social media use and youth voter turnout in Portugal". PhD, Universidade do Porto Faculdade de Letras, 2025. https://repositorio-aberto.up.pt/handle/10216/165195.
  2. Sara Filipa Monteiro Machado. "How Consumers Respond to Editorial Communication Strategies: Is Content Marketing Replacing Publicity?". Master, Universidade do Porto Faculdade de Economia, 2018. https://hdl.handle.net/10216/117176.
    10.4018/978-1-5225-8575-6.ch020
Activities

Oral presentation

Presentation title Event name
Host (Event location)
2026/02/11 Comunicação como cultura em tempos de aceleração social / Communication as Culture in Times of Social Acceleration XIV Congresso da Sopcom
Sopcom - Associação Portuguesa de Ciências da Comunicação (Covilhã, Portugal)
2025/06/25 Uma porta ou um espelho? O papel das redes sociais na mobilização eleitoral dos jovens / A door or a mirror? The role of social media in youth electoral mobilization COMPOL 2025
Congresso de Comunicação Política e Institucional (Florianópolis, Brazil)
2025/06/14 Call to action: Engaging voters across 8 countries. 75th Annual ICA Conference
International Communication Association (Denver, CO, United States)
2025/06/14 Populism across two continents: Assessing the use and reception of populist communication on Facebook in 10 countries. 75th Annual ICA Conference
International Communication Association (Denver, CO, United States)
2025/06/14 Visual communication in 24 countries: The influence of symbols and visual gestures on user engagement. 75th Annual ICA Conference
International Communication Association (Denver, CO, United States)
2024/09/24 Advancing the mobilization/reinforcement debate: the role of audience studies. 10th European Communication Conference, ECREA 2024 - Communication & Social (Dis)Order,
European Communication Research and Education Association (Ljubljana, Slovenia)
2024/09/23 Politics squared: the use of Instagram as a political information channel by party youth wings in Portugal ECREA Audiences 2024 Pre-conference “Young people and news: Breaking boundaries across Europe”
(Ljubljana, Slovenia)
2024/08/29 Hybrid Times Call for Hybrid Measures: Reflecting on the Information Bubbles Phenomenon in the Light of the Nature-Culture Debate 7th Conference on Communication, Culture and Media Studies (CCCMS)
(Yogyakarta, Indonesia)
2023/10/26 Escárnio e Maldizer: Campanha negativa nas redes sociais nas Eleições Legislativas de 2022 em Portugal / Mockery and Defamation: Negative Campaigning on Social Media in the 2022 Portuguese Legislative Election XVIII Congresso Ibero-Americano de Comunicação - IBERCOM 2023: Comunicación y Poder Político: Perspectivas em Debate
Associação Ibero-Americana de Investigadores de Comunicação (Santa Cruz de la Sierra, Bolivia)
2023/07/13 A can of worms or a gift that keeps on giving? The role of voting in youth political participation. IAMCR 2023 – Inhabiting the Planet: Challenges for media, communication and beyond,
International Association for Media and Communication Research (Lyon, France)
2022/10/28 Estou só a ver: o uso político das redes sociais pelos jovens portugueses / Just watching: The political use of social media by Portuguese youth. XVII Congresso Ibero-Americano de Comunicação - IBERCOM 2022: Comunicação, Identidades e Diálogo na Cidade Mediatizada
Associação Ibero-Americana de Investigadores de Comunicação (Porto, Portugal)
2022/10/28 Opinião pública e cultura participativa na era da personalização / Public opinion and participatory culture in the age of personalization XVII Congresso Ibero-Americano de Comunicação (IBERCOM) 2022 – Comunicação, Identidades e Diálogo na Cidade Mediatizada
Associação Ibero-Americana de Investigadores de Comunicação (Porto, Portugal)
2022/10/19 Less action, more talk: analyzing users’ response to party youth wings’ posts on Instagram during a national election ECREA 2022 Pre-Conference “Digital Election Campaigning Worldwide”
European Communication Research and Education Association (Aarhus, Denmark)

Event participation

Activity description
Type of event 		Event name
Institution / Organization
2025/11/13 - Current Mesa redonda “Sociedade hiperconectada: redes sociais e o sentido de comunidade” / Roundtable “Hyperconnected society: social networks and the sense of community”
Round table
 XXXIII Semana de Psicologia e de Ciências da Educação
Universidade do Porto Faculdade de Psicologia e de Ciências da Educação, Portugal
2025/05/06 - Current Mesa redonda “IA, Media e Participação” / Roundtable “AI, Media and Participation”
Round table
 8º Encontro Nacional de Educação para os Media – Como potenciar a cidadania digital na era da IA?
2022/05/05 - Current Seminário “A relação entre o uso de redes sociais e a participação eleitoral dos jovens portugueses” / Seminar "The relationship between social media use and the electoral participation of portuguese youth” (online)
Seminar
Universidade do Algarve, Portugal

Association member

Society Organization name Role
2022/11/07 - Current Digiworld - Digital Election Campaigning Worldwide
2022/11/07 - Current CamforS - Campaigning for Strasbourg

Committee member

Activity description
Role 		Institution / Organization
2022/03/01 - 2022/10/30 Membro da Comissão Organizadora do IBERCOM Porto 2022 - Comunicação, Identidades e Diálogos na Cidade Mediatizada.
Member

Interview (tv / radio show)

Program Topic
2025/04/08 - 2025/04/08 Podcast LetrAzul, AEFLUP “Episódio G – (G)anhar Voz: Os jovens na política portuguesa” / “Episode G – (G)aining Voice: Young People in Portuguese Politics”

Other jury / evaluation

Activity description Institution / Organization
2020 - 2022 Moderação de mesa-redonda e avaliação de comunicações no IJUP - Encontro de Investigação Jovem Universidade do Porto, Portugal
Distinctions

Title

2015 Student Merit Award (Public Relations)
Universidade do Porto, Portugal