Diálogo entre organizaciones y públicos en la era digital: la “promesa incumplida” de los nuevos medios y el discurso de la consultoría en España
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Resumen: La expansión de las tecnologías digitales de comunicación ha estado acompañada por el desarrollo de una “teoría dialógica” en las Relaciones Públicas, teoría que vio en los nuevos medios la potencialidad de implementar principios éticos sobre el diálogo a la comunicación entre organizaciones y públicos. El presente trabajo estudia la situación actual del tema desde dos puntos de vista: una revisión crítica de la bibliografía y un análisis del discurso de las 40 empresas más grandes de España en consultoría de Relaciones Públicas. Como resultado del primer componente, se destaca “la promesa incumplida” de los nuevos medios. El análisis del discurso consultor, por su parte, muestra la preferencia otorgada a la conversación y al engagement como conceptos alternativos, la persistencia del vínculo discursivo entre tecnología digital y procesos dialógicos, así como la existencia de tres formas básicas que asume este vínculo. Se discuten implicaciones teóricas y prácticas de estos resultados.
Abstract: The expansion of digital communication technologies has been accompanied by the development of a “dialogical theory” of Public Relations, a theory that saw in new media the potential to implement ethical principles about dialogue to communications between organizations and publics. This article studies the current situation of the subject from two points of view: a critical literature review and discourse analysis of the 40 largest public relations consulting companies in Spain. As a result of the first component, “the unfulfilled promise” of the new media is highlighted. The analysis of the consulting discourse, on the other hand, shows the preference given to conversation and engagement as alternative concepts, the persistence of the discursive connection between digital technology and dialogic processes, as well as the existence of three basic forms this connection assumes. Theoretical and practical implications of these results are discussed.
Abstract: The expansion of digital communication technologies has been accompanied by the development of a “dialogical theory” of Public Relations, a theory that saw in new media the potential to implement ethical principles about dialogue to communications between organizations and publics. This article studies the current situation of the subject from two points of view: a critical literature review and discourse analysis of the 40 largest public relations consulting companies in Spain. As a result of the first component, “the unfulfilled promise” of the new media is highlighted. The analysis of the consulting discourse, on the other hand, shows the preference given to conversation and engagement as alternative concepts, the persistence of the discursive connection between digital technology and dialogic processes, as well as the existence of three basic forms this connection assumes. Theoretical and practical implications of these results are discussed.