Anagramas Rumbos y Sentidos de la Comunicación

Integral Strategic Communication in Colombia, an approach to transformation

Olga Gutiérrez-Tobar, Andrea Forero-Hurtado — Mon, 18 Mar 2024 00:00:00 +0000

aims to identify the path taken in research in Colombia between 2010 and 2020, as published in communication journals indexed in Publindex. Its relevance lies in recognizing and identifying the progress and research opportunities by Colombian authors in the formal academic circuit. This exploration is not a definitive assessment, but rather a contribution to the construction of strategic communication research in the country. The study was based on the descriptive analysis of 1352 articles published in several journals. Their characteristics were identified, revealing priorities and trends. Subsequently, 111 articles with a focus on strategic communication were determined, and from these, 52 documents were selected with authorship by at least one Colombian author that meet the characteristics of the Integral Strategic Communication approach. After analyzing the documents, it is noteworthy that there are few articles with the characteristics of the approach, barely 3.8% of the total, in the categories of corporate communication, social change, and public communication. Within these categories, the most recurrent subcategories are culture and climate, public relations, citizenship, communicative practices, public entities, and public policies, reflecting trends of the period and indicating clues for further investigation.

Ethical Risks and Reputational Risks. The public relations challenge during the COVID-19 in Peru

Luz María Flores Cabello — Tue, 05 Mar 2024 00:00:00 +0000

This study aims to examine how public relations professionals in Peru faced ethical and reputational risks and to understand, from their perspectives, how prepared entrepreneurs would be to address reputational risks.

Given the context of the COVID-19 situation, this work justifies its significance as the use of digital tools has permeated all levels of communication, necessitating an understanding of the ethical challenges associated with these tools among communication professionals.

The research employed a basic and non-experimental methodology with a mixed approach at the descriptive level. The survey technique was utilized, and a questionnaire was administered

to 19 participants, thirteen from Lima and six from other regions of the country. ‘Latin American Communication Monitor’ and ‘The Global PR & Communication Model,’ 2021, served as references. Both reports employed a questionnaire to communication professionals in countries such as Peru, aiming to explore various topics, including ethical challenges and resources in communication, as well as reputation management and reputational risks. The results confirm that ethical values prevail in their professional roles, while reputational risks may not necessarily be considered by entrepreneurs. It is concluded that there is a need for greater dissemination of ethical guidelines within organizations, and entrepreneurs require increased awareness to safeguard their corporate reputation.

Democratize education from Knowledge and practices of youth participation in educational institutions of Neiva 2018-2019

Jacquelin García Páez — Tue, 05 Mar 2024 16:18:28 +0000

The article presents the results of the doctoral thesis whose objective was to analyze the knowledge and participation practices of young people from the public institutions Inem Julián Motta Salas and Promoción Social de Neiva-Huila. These young individuals exercise their youth citizenship within the framework of school democracy during the period 2018-2019, in a local context marked by conflict and authoritarianism in schools in southern Colombia. The methodology employed was qualitative with a phenomenological and biographical approach. Eight workshops, 30 interviews, and participant observation were conducted with a sample of 20 students. The results indicate that these youths place greater value on the knowledge they have about themselves in terms of culture, symbols, and territory than on knowledge constructed amid prejudices and contexts of precariousness. Their knowledge of school democracy extends beyond the academic realm, where participation and communication form a “real” democracy. Transformative communicative practices in their daily lives stand out. They hold fragmented and limited perspectives on educational public policies. It is concluded that youth narratives expressed through knowledge and practices redefine the communicative aspect within the school as a setting for encounters, conversations, and the intersection of their subjectivities with participation and democracy. This configuration establishes a communicational map of possibilities for the exercise of these rights and oral, written, audiovisual, and digital communicative practices that build links and communicative networks as dimensions of social being.

Treatment of the COVID-19 in the newspapers El Mercurio and La Tercera in Chile during 2020

Luis Nitrihual Valdebenito, Jorge Montecinos — Tue, 05 Mar 2024 16:22:28 +0000

This research is based on a theoretical framework that merges the pragmatics of the public sphere with the political economy of communication. Starting from the premise that a democratic society should establish conditions that enable social actors affected by various issues to organize and express their voices in the media, and that the media should provide them with space, the following question arises: Do the main media outlets in Chile fulfill the function of promoting an authentic democratic public sphere? The case under study focuses on the coverage of the health crisis derived from COVID-19 in the newspapers El Mercurio and La Tercera during the year 2020, through content analysis, specifically examining recurring themes and figures on the front pages of these newspapers.

The results reveal a sensationalistic treatment of the pandemic, contributing to an atmosphere of “crisis” in which space is given to official voices, but criticisms that could construct an authentic public space are omitted. Thus, the hypothesis of the political economy of communication is confirmed, in the sense that media owners, ideologically aligned with the government, Will consolidate a favorable image of governmental actions.

Covid-19 in the spanish press before the pandemic: El País and El Mundo

Cristian Merola Teixidó, Salvador Percastre-Mendizábal — Tue, 05 Mar 2024 16:24:40 +0000

This research has three objectives focused on finding out, prior to the State of Alarm in Spain derived from Covid-19: (1) the treatment of the news about Covid-19 in terms of messages, either alarm or tranquillity in the online versions of the newspapers El País and El Mundo; (2) to investigate about the headlines on the cover page, the total news and news about politics and about Covid-19; and (3) to know what type of news about Covid-19 has received treatment by both media to a greater or lesser extent. The analysis period begins on February 1 of 2020 and ends on March 14 of the same year. The research has a quantitative approach based on a qualitative immersion model through which three registration cards have been created to help to establish the results. After applying the data collection instrument, the results that were obtained indicate that alarm messages have predominated in both newspapers. In addition, the results indicate a predominance of the headlines about Covid-19 on the cover by the newspaper El País, which contrasts with the greater number of news about Covid-19 shown in El Mundo. In relation to the thematics about Covid-19, a dominance of the news about the progress of the virus and about international news has been observed in both media. In short, this investigation has revealed how Covid-19 has been considered a minor illness in both newspapers, since it has been classified as flu, pneumonia or mild catarrhal symptoms.

Pandemic dreams. A semiotic analysis of oniric stories of childhood and adolescence in the Argentine Litoral

María Laura Schaufler Lang, Leandro Drivet, Mariana Beatriz López — Tue, 05 Mar 2024 16:26:58 +0000

The article presents results of the research project “Effects of preventive social isolation on the Exercise of the Right to Health in Argentine Childhoods”, aimed at investigating the experiences of childhoods and adolescents during the COVID 19 pandemic Isolation and Social Distancing Preventive and Mandatory. This text exposes and analyzes emerging topics in accounts of childhood and adolescent dreams in the Litoral region during the COVID-19 pandemic. This paper explores the meanings of the pandemic and the measures linked to it for this population through the analysis of dream accounts of childhoods and adolescents in the Argentine Litoral region (Node Entre Ríos). For the study, 82 stories were collected between May and June 2021, of which this article analyzes a sample of 39 of them.

From a semiotic analysis related to psychoanalysis and gender studies, the initiative to consider dream narratives as material worthy of analysis implies a willingness to interpret them not only to investigate such a population but also to address emerging problems of contemporary culture. Among the topics analyzed in the stories are: a) fantasies about good and evil; b) concerns about security and gender violence; c) anxieties associated with loneliness and absences, and desires for the future associated with independence, education, and love. Far from claiming to represent their subaltern voices, these findings speak of suffering and symbolic struggles, as well as wishes and suggestions for the adult world around the administration of the pandemic, the city and public space, the importance of sociability, the play and physical activity, care, and safety in a disruptive context.

Effect of nostalgia content with the consumption of streaming platforms

Tue, 05 Mar 2024 16:27:57 +0000

Television content consumption has undergone significant changes in recent years due to the accelerated momentum of video subscription services on demand or also known as streaming services, which have taken advantage of this impulse to resume the old content, which for some is called nostalgia, which in the Colombian context translates into content related to novels, films and television series produced in the country years ago. In that sense, this research aims to identify if the attitude towards streaming services and nostalgic content influence the intention to purchase these services with nostalgic content, For this, a descriptive study was used as a methodology, with a quantitative approach, and a questionnaire was applied in the digital format to 474 adult men and women with appreciation for the nostalgic content of the city of Bogota. Through a confirmatory factor analysis and a causal model using the boobstrapping technique, 4 of the 5 hypotheses proposed were verified. The results indicate that the attitude towards a streaming services platform does not directly influence the subscription intention if they have nostalgia content, while the attitude towards nostalgia content and the influence towards consuming this content does affect the consumption intention. The study becomes a relevant input to understand the dynamics of consumption of streaming services in the Latin American context.

Mass Media and Digital Media: Remassification and Internetization

Patricio Dugnani — Tue, 05 Mar 2024 16:30:55 +0000

It is intended to observe in this article how the replacement of the hegemony of the mass media by digital media would be producing, instead of valuing the diversity of information, a remassification of contents: internetization. In this way, the human enlightenment and freedom promised by the technology revolution, it seems that it is just recreating the process of Cultural Industry and massification. For this reflection, concepts from the Theory of Media will be used, opposed by the ideas of the Frankfurt School. Although they are theories of different positions and policies, it is hoped that the opposition of these very antithetical thoughts can develop a reflection that points to the synthesis of the question that populates Late Modernity: is the massification process remaining in a past where the means of mass communication were hegemonic, or does the age of digital media still maintain this current process? Thus, from an exploratory research and based on a theoretical survey, it is intended to observe, from a functionalist view, that digital media seemed to indicate a revolution in communication processes, however, when observed through the bias of Theory Criticism of the Frankfurt School, the effects of alienation and massification seem to remain the same. Finally, Michel Foucault’s Archeology of Knowledge method, updated by Giorgio Agamben, in his book Signatura Rerun, added to Marshall McLuhan’s Theory of Means, opposed by the critical view of the Frankfurt School will be the method used for this reflection

Exploring the self-perception of media competencies in journalism teachers: Validation of an instrument in a Chilean university

Nairbis Desirée Sibrian Díaz, Paulina Loreto Maureira González — Sun, 31 Mar 2024 05:38:09 +0000

Digital transformation poses a challenging scenario for journalism education. Academics and students require skills to cope in technological contexts and a critical attitude towards the media. However, media literacy in university journalism faculty has been little explored, let alone their perception of it. The objective is to explore the selfperception of media competencies in journalism teachers through a reliable instrument. Therefore, we present the design and validation of a questionnaire that explores such competencies in teachers of a Chilean university, in the cities of Santiago and Concepción. Through the Delphi method, dimensions and indicators are identified and the validity of the instrument is established with a Cronbach’s Alpha of 0.912. The questionnaire has 37 items and eight dimensions: a-) initial self-perception, b-) uses of media and web, c-) technology, d-) interaction processes, e-) production and dissemination processes, f-) language, g-) ideology and values, h-) initial and final self-perception, applied to a pilot sample of 87 teachers. Among the findings obtained, it stands out that, although most teachers perceive themselves as having a high level of media competence (59%), 60% sometimes get information incidentally, 69% trust what they read on multimedia platforms and social networks and only 22% use verification methods to check information in the digital environment. There is a need for more critical media competence and a higher level of content production and dissemination.

Corporate Reputation Management in social networks. Analysis of four family compensation funds in Colombia

Laura Bustamante Riaño, Jaime Alberto Orozco Toro, Virginia Moreno Echeverry — Mon, 15 Apr 2024 18:12:41 +0000

Corporate reputation has emerged as one of the most prominent intangibles in the business realm, providing companies with the skill to manage their brands and optimize procedures related to building connections and generating trust among their various stakeholders. This study conducts an analysis of the concept of corporate reputation in the online environment, establishing intrinsic connections with corporate image and identity. From a methodological perspective, the investigative approach is rooted in the analysis of social networks, using the tool Fanpage Karma.
With the aim of identifying how family compensation funds in Colombia manage corporate reputation and how processes of dialogue with their stakeholder groups are identified in the online environment. The obtained results highlight the close link between the posts made by these entities and the responses provided by their users. Furthermore, the various reactions prompted by different categories of shared content are discerned, as well as the increase in the number of followers in relation to the effectiveness of each brand’s communicative strategies.
In essence, it can be concluded that the opinions articulated by users, their shared experiences, and the information disseminated about a product or service through social media platforms play a fundamental role in shaping online corporate reputation. This takes on particular relevance in the context of social networks like Facebook, which tend to establish close and emotional connections, providing a more solid bond with users.