企业传播中的公共关系和假新闻。对文献的回顾

Sónia Gomes Gonçalves, Gloria Jiménez-Marín, Marta Pulido Polo
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引用次数: 1

摘要

本文的主要目的是从假新闻的概念开始,在这种情况下,不是新闻信息,而是公司领域,以确定信息和机构传播如何通过互联网衍生的新技术,主要是社交网络提供的大量传播,通过传播未经验证的(或恶意的)信息来扭曲,甚至攻击。这种由信息和数据数字化带来的病毒式传播可能会导致组织在不同受众中的信任受到真正破坏性的破坏。确切地说,关系视角(Grunig & Hung-Baesecke, 2015;Ledingham, 2015)认为,公共关系的本质在于其通过战略规划过程(Otero和Pulido-Polo, 2018;Almiron & Xifra, 2019;Page & Parnel, 2019;Smith, 2017)能够将组织行为的卓越性置于公众舆论之前(Greenhill, 2020)。这一过程的目的无非是为了在公众中产生信任,但其主要障碍,自公共关系的起源以来,一直是公众的错误信息。为了实现本文的主要目标,在两个阶段进行了定性的探索性方法设计:数据收集和分析。为了收集数据,使用了直接观察、参与观察和使用二手来源(主要是书目)数据的技术。对于咨询来源的审查,系统地搜索了以下术语:“假新闻”,“假新闻+公司/组织”,“公司虚假信息”,“虚假信息+公司/组织”(英文,西班牙文和葡萄牙文),科学数据库Mendeley和Google Scholar。以下署名的研究人员在2021年4月1日至2022年3月31日期间进行了分析,并在Excel和Atlas中创建了一个数据矩阵。采用Ti软件21.0.8版本。,来自NK Qualitas。最后,根据具有代表性样本的数据系统化标准,得到239,700个文件的总体,代表n=23,970个研究语料库。结果表明,近60%的文章被期刊引文报告或Scopus数据库索引,集中在“信息和文献”、“社会科学”或“杂项”领域,围绕政治(近60%)、“经济”(19%)、“疾病和公共卫生”(16%)和“艺术、遗产和文化”(3%)。同样,被提及最多的概念是“虚假信息+假新闻”(73%)、“事实核查”(13%)和“深度造假”(8%)。有趣的是,在没有搜索但找到“立法”、“媒体素养”或“教育传播”和“企业错误信息”的情况下,这一比例也差不多(约2%)。结论表明,只要存在试图用可疑、误导或虚假来源的信息操纵、混淆或欺骗的行为,就存在虚假信息;公司虚假信息的概念仍有待发展;事实上,假新闻的传播影响了公众对这些组织的看法,人工智能的使用被揭示为开发检测假新闻的新机制的重要工具。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Relaciones públicas y fake news en la comunicación corporativa. Una revisión de la literatura
The main objective of this paper is to start from the concept of fake news applied, in this case, not to journalistic information, but to the field of companies to determine how information and institutional communication can be distorted, and even attacked, by the dissemination of unverified (or malicious) information through the enormous dissemination provided by new technologies derived from the Internet, mainly social networks. This virality brought about by the digitalization of information and data can lead to truly damaging discredit for the trust of organizations among their different audiences. Precisely, the relational perspective (Grunig & Hung-Baesecke, 2015; Ledingham, 2015) maintains that the nature of public relations lies in its ability to manage relationships between an organization and its public of interest or stakeholders (Grunig, 2009) through through a strategically planned process (Otero and Pulido-Polo, 2018; Almiron & Xifra, 2019; Page & Parnel, 2019; Smith, 2017) capable of placing before public opinion (Greenhill, 2020) the excellence of organizational behavior. The purpose of this process is none other than to generate trust in the public, but its main obstacle, since the origin of public relations, has been public misinformation.To achieve the main objective of this paper, an exploratory methodological design is carried out, of a qualitative nature, in two phases: data collection and analysis. For the collection of data, the techniques of direct observation, participant observation and the use of data from secondary sources, eminently bibliographical, are used. To the review of the consulted sources, a systematic search of the terms is added: 'fake news', 'fake news + company/organization', 'corporate disinformation', 'disinformation + company/organization' (in English, Spanish and Portuguese) in the scientific databases Mendeley and Google Scholar. For the analysis, carried out between April 1, 2021 and March 31, 2022 by the undersigned researchers, a data matrix was created in Excel and the Atlas.ti software, version 21.0.8, was used. , from NK Qualitas. Finally, a total population of 239,700 files is obtained which, based on the data systematization criterion with a representative sample, represents a study corpus of n=23,970. The results show that almost 60% of the articles are indexed in the Journal Citation Report or Scopus databases, are concentrated in the areas "Information and Documentation", "Social Sciences" or "Miscellaneous" and revolve around the politics (almost 60%), “Economy” (19%), “Diseases and public health” (16%) and “Art, heritage and culture” (3%). Likewise, the most mentioned concepts are “Disinformation + fake news” (73%), “fact-checking” (13%) and “deepfakes” (8%). Interestingly, the percentages have been similar (around 2%) in the cases of the terms not searched for but found “legislation”, “media literacy” or “educommunication” and “corporate misinformation”. The conclusions show that there is disinformation whenever there is an attempt to manipulate, confuse or deceive with information of doubtful, misleading or false origin; that the concept of corporate disinformation is still to be developed; that, indeed, the dissemination of fake news affects the public perception of the organizations and that the use of artificial intelligence is revealed as an important tool for the development of new mechanisms for detecting fake news.
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