Abstract

Ibex 35 and Fortune 500 companies are still not fully utilizing the dialogic potential of social media. The percentage of companies with a low level of dialogic communication exceeds the percentage of companies with a high level in both groups, according to this study which assesses the level of dialogic communication developed by firms with their external audiences on blogs, Facebook and Twitter in an integrated way. Based on Kent & Taylor’s (1998) framework, a dialogic conceptual tool has been created, refined and applied to all the sample. The tool analyzes 73 variables on three dimensions: Presence, Content and Interactivity. Inter-method triangulation has been applied to carry out the research: virtual ethnography, critical discourse analysis (CDA) and interviews with experts.

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 global health crisis arising from the expansion of Covid-19 has led the WHO to coin the term infodemics to define a situation of fear and insecurity in which the dissemination of false information has become widespread. These hoaxes take advantage of this type of emotion to spread faster than the coronavirus itself, generating fear and distrust in the population. The spread of these lies, part of which circulates on social networks, is dangerous because it affects health and can make the contagion worse and cause people to die. This research aims to analyse and visualise the network created around the false news circulating on Twitter about the coronavirus pandemic using the technique of social network analysis. NodeXL Pro software has been used. Several measures of network centrality have been used to generate the network of connections between users, to represent their interaction patterns and to identify the key actors within the network. In addition, a semantic network has also been created to discover the differences in the way groups of people talk about the topic. The results show that the situation in the USA dominates the conversation, despite the fact that at that time there were hardly any cases, and Europe had become the global epicentre of the Covid-19. Despite reports of inaction by journalists and critics of the Trump government, there are several weeks in which disinformation distracts from taking more effective action and actually preventing contagion. Moreover, among the actors with the most prominent positions in the network, there is little presence of scientists and institutions that help to disprove the hoaxes and explain the hygiene measures.