<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1414-4077</journal-id>
<journal-title><![CDATA[Avaliação: Revista da Avaliação da Educação Superior (Campinas)]]></journal-title>
<abbrev-journal-title><![CDATA[Aval]]></abbrev-journal-title>
<issn>1414-4077</issn>
<publisher>
<publisher-name><![CDATA[Publicação da Rede de Avaliação Institucional da Educação Superior (RAIES), da Universidade Estadual de Campinas (UNICAMP) e da Universidade de Sorocaba (UNISO)]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1414-40772016000200439</article-id>
<article-id pub-id-type="doi">10.1590/S1414-40772016000200007</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Communication policies of Spanish universities targeting prospective students: an evaluation by secondary schools]]></article-title>
<article-title xml:lang="pt"><![CDATA[Políticas de comunicação de universidades espanholas visando os futuros alunos: uma avaliação pelas escolas secundárias]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Galdós]]></surname>
<given-names><![CDATA[Marta Barandiaran]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ayesta]]></surname>
<given-names><![CDATA[Miren Barrenetxea]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rodríguez]]></surname>
<given-names><![CDATA[Antonio Cardona]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Arroyuelos]]></surname>
<given-names><![CDATA[Ana Mª Martín]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Campo]]></surname>
<given-names><![CDATA[Juan José Mijangos del]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Larrauri]]></surname>
<given-names><![CDATA[Jon Olaskoaga]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad del País Vasco - UPV/EHU  ]]></institution>
<addr-line><![CDATA[Bilbao España]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>07</month>
<year>2016</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>07</month>
<year>2016</year>
</pub-date>
<volume>21</volume>
<numero>2</numero>
<fpage>439</fpage>
<lpage>454</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_arttext&amp;pid=S1414-40772016000200439&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_abstract&amp;pid=S1414-40772016000200439&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_pdf&amp;pid=S1414-40772016000200439&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract:  This paper presents an evaluation of the communication policies through which Spanish universities help to facilitate young people's passage from secondary to higher education. The underlying data have been gathered through a survey conducted with guidance providers at a sample of Spanish secondary schools, as well as through a series of in-depth interviews involving these same teachers. The research has led to the conclusion that the career guidance tendered by secondary schools is provided within a setting of relative precariousness in terms of information: the teachers surveyed consider that the importance of the briefing content they receive always exceeds the quality of the manner in which this information is forthcoming. The developments in the design of new university qualifications and the criteria applied by Spain's National Agency for Quality Assessment and Accreditation (ANECA) constitute a magnificent opportunity for improvement in this field.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo: Este artigo apresenta uma avalia&#231;&#227;o das pol&#237;ticas de comunica&#231;&#227;o atrav&#233;s do qual as universidades espanholas ajudam a facilitar a passagem dos jovens do secund&#225;rio para o ensino superior. Os dados subjacentes foram recolhidos atrav&#233;s de uma pesquisa realizada com os prestadores de orienta&#231;&#227;o em uma amostra de escolas secund&#225;rias espanholas, bem como atrav&#233;s de uma s&#233;rie de entrevistas em profundidade envolvendo esses mesmos professores. A investiga&#231;&#227;o levou &#224; conclus&#227;o de que a orienta&#231;&#227;o de carreira oferecidas pelas escolas secund&#225;rias &#233; fornecido dentro de um cen&#225;rio de precariedade relativa em termos de informa&#231;&#245;es: os professores inquiridos consideram que a import&#226;ncia do conte&#250;do instru&#231;&#227;o que recebem sempre excede a qualidade da maneira pela qual esta informa&#231;&#227;o est&#225; pr&#243;xima. Os desenvolvimentos na concep&#231;&#227;o de novos diplomas universit&#225;rios e os crit&#233;rios aplicados pela Ag&#234;ncia Nacional da Espanha de Avalia&#231;&#227;o da Qualidade e Acredita&#231;&#227;o (ANECA) constituem uma magn&#237;fica oportunidade para melhorias neste campo.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Communication policies]]></kwd>
<kwd lng="en"><![CDATA[Higher Education Institutions]]></kwd>
<kwd lng="pt"><![CDATA[Políticas de comunicação]]></kwd>
<kwd lng="pt"><![CDATA[Instituições de Ensino Superior]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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