Publication: La comunicación digital en las organizaciones de la mediación comunicativa a la interacción social mediada
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2017-08-14
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Universidad Complutense de Madrid
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Abstract
La presente investigación indaga por una concepción particular de los medios y redes sociales (MSRS) utilizados dentro del ámbito de la comunicación digital en las organizaciones (CDO). Esta se realiza, por un lado, a partir de los estudios disponibles sobre la comunicación organizacional soportada en sistemas tecnológicos, y por el otro, desde un marco teórico elaborado con aportes significativos de la sociología. Estos dos frentes confluyen en un estudio de campo en el que se examina la validez de la noción de que las mediaciones sociales integran cualidades asociadas a la interacción social, y no solo las de índole comunicativa, como normalmente se asume. En la labor de revisión se identifica el concepto de mediación comunicativa como eje central del campo de estudio que emerge en la confluencia de comunicación, organizaciones y tecnologías de información y comunicación (TICs). Dentro de los problemas que sobresalen y que orientan el curso que toma la investigación posteriormente, se destacan en especial los siguientes: la polarización hacia posturas restrictivas influidas por el temor o aceptación de un posible determinismo tecnológico; la insuficiencia teórica que contrasta con la práctica extensiva de la comunicación digital en la cotidianeidad; los vacíos en torno a los avances en la mediación comunicativa de tipo digital; y las notables disimilitudes y deficiencias de la investigación hispanoamericana frente a la escuela norteamericana. Luego, la atención se dirige hacia la coyuntura actual que enfrentan las mediaciones digitales. Dentro de las tendencias destacables aparece, entre otras, aquella relativa al avance que ofrecen las mediaciones sociales. Como resultado de los vacíos identificados en la revisión, la investigación se centra en la elaboración de una propuesta de fundamentación que supla la necesidad de contar con un marco teórico relevante para su estudio. En atención al atributo de ‘sociales’ con el que se denomina a este tipo de tecnologías comunicativas —y luego de la debida evaluación— se recurre a la teoría de la sociedad masas (TSM) y al análisis de redes sociales (ARS). Desde estos dos ámbitos de la sociología se procura identificar aportes significativos para la construcción de una propuesta original de fundamentación teórica...
This investigation researches a particular concept of the social media and networks (medios sociales y redes sociales, or MSRS) that are used in the field of digital communication in organizations (comunicación digital en las organizaciones, or CDO). This is done, on one hand, stemming from studies on organizational communication backed by technological systems, and on the other, from a theoretical framework developed with significant contributions from sociology. These two fronts merge in a field study where the validity of the notion that social mediations integrate qualities associated with social interaction is reviewed, and not only those with a communicative nature, as is commonly assumed. In the review, the concept of communicative mediation as the core of the emerging field of study at the confluence of communication, organizations and information technologies and communication (ITCs) is identified. Among the problems that emerge and guide the path this research takes later on, the following stand out: the bias toward restrictive positions influenced by fear or acceptance of a possible technological determinism; theoretical insufficiency, which contrasts with the extensive practice of digital communication in daily life; gaps in digital communicative mediation advances; and the remarkable differences and deficiencies of Latin American research against that in the American school. Then, focus turns towards the current situation that digital mediations face. Among notable trends one can find, among others, the one that relates to the advances offered by social mediations. As a result of the gaps identified in the review, this research focuses on developing a foundation proposal that mitigates the need for a relevant theoretical framework for their study. In view of the social attribute given to this kind of communication technologies –and after evaluation– we resort to the theory of mass society (Teoría de la sociedad de masas, TSM) and social network analysis (Análisis de redes sociales, ARS). From these two sociological fields, we seek to identify significant contributions to construct an original proposal of theoretical foundation...
This investigation researches a particular concept of the social media and networks (medios sociales y redes sociales, or MSRS) that are used in the field of digital communication in organizations (comunicación digital en las organizaciones, or CDO). This is done, on one hand, stemming from studies on organizational communication backed by technological systems, and on the other, from a theoretical framework developed with significant contributions from sociology. These two fronts merge in a field study where the validity of the notion that social mediations integrate qualities associated with social interaction is reviewed, and not only those with a communicative nature, as is commonly assumed. In the review, the concept of communicative mediation as the core of the emerging field of study at the confluence of communication, organizations and information technologies and communication (ITCs) is identified. Among the problems that emerge and guide the path this research takes later on, the following stand out: the bias toward restrictive positions influenced by fear or acceptance of a possible technological determinism; theoretical insufficiency, which contrasts with the extensive practice of digital communication in daily life; gaps in digital communicative mediation advances; and the remarkable differences and deficiencies of Latin American research against that in the American school. Then, focus turns towards the current situation that digital mediations face. Among notable trends one can find, among others, the one that relates to the advances offered by social mediations. As a result of the gaps identified in the review, this research focuses on developing a foundation proposal that mitigates the need for a relevant theoretical framework for their study. In view of the social attribute given to this kind of communication technologies –and after evaluation– we resort to the theory of mass society (Teoría de la sociedad de masas, TSM) and social network analysis (Análisis de redes sociales, ARS). From these two sociological fields, we seek to identify significant contributions to construct an original proposal of theoretical foundation...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Sociología VI (Métodos de la Investigación y Teoría de la Comunicación), leída el 04-10-2016