Desafíos éticos en las redes sociales en línea: la producción de contenidos y la opinión de los profesionales

  • Catarina Antunes Universidad de Lisboa (Portugal)
  • Sonia Pedro Sebastiao Universidade de Lisboa (Portugal)
Palabras clave: ética, relaciones públicas, redes sociales en línea, contenidos pagados, influenciadores digitales

Resumen

La comunicación con un propósito comercial, desarrollada para promover marcas y vender productos, servicios o ideas, entra en el campo del análisis ético, ya que el objetivo comercial del contenido pagado y patrocinado debe ser revelado en aras de la transparencia y el respeto a los lectores. Con la pregunta inicial: "¿Cuál es la opinión de los productores de contenido sobre las prácticas éticas en su producción?" esta investigación busca evaluar las opiniones de los profesionales de la comunicación con respecto a las prácticas éticas y poco éticas que surgen de la relación con los blogueros y personas influyentes en las redes sociales en línea. Se utilizó el método cualitativo, y se llevaron a cabo siete entrevistas en profundidad semiestructuradas con profesionales de las relaciones públicas y periodistas, así como un análisis interpretativo de los resultados. En términos específicos, se definieron los siguientes objetivos: comprender qué requisitos debe tener el uso de personas influyentes en las redes sociales en línea (incluidos los blogs) para considerarse una práctica ética y comparar las opiniones de los productores de contenido pago y de los periodistas sobre las prácticas éticas en un entorno digital. Se concluyó que cada vez hay más inquietudes éticas relacionadas con la credibilidad de los productores de contenido, los blogueros y los influenciadores digitales.

Biografía del autor/a

Catarina Antunes, Universidad de Lisboa (Portugal)

Doctora en Ciencias Sociales, con especialización en Ciencias de la Comunicación (ISCS, UTL, 2008). Profesora Asociada Agregada (2019) y Coordinadora de la Unidad Científica y Pedagógica de Ciencias de la Comunicación (desde 2014), en el ISCSP (Universidad de Lisboa, Portugal). Es investigadora integrada del CAPP/FCT, en el Grupo Sociedad Comunicación y Cultura. Realiza investigaciones y publica internacionalmente sobre temas relacionados con comunicación estratégica, relaciones públicas, ciudadanía y cultura.

Sonia Pedro Sebastiao, Universidade de Lisboa (Portugal)

Licenciada en Ciencias de la Comunicación en el ISCSP, ULisboa. Productora de contenidos de marca y directora de redes sociales en NiT.

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Publicado
2020-10-20
Cómo citar
Antunes, C., & Pedro Sebastiao, S. (2020). Desafíos éticos en las redes sociales en línea: la producción de contenidos y la opinión de los profesionales. Cuadernos.Info , (46), 222-248. https://doi.org/10.7764/cdi.46.1473
Sección
TEMAS GENERALES