En el marco de la actividad de investigación del grupo Gestión de información y gestión del conocimiento en las organizaciones. KIMO se oferta una plaza de doctorado.
"Persuasive communication in the knowledge society"
Director de tesis: Dr. Ferran Lalueza
Descripción de la línea de investigación
The knowledge society has altered the persuasive communication scenario immensely, affecting both advertising and public relations strategies. On the one hand, Information and Communication Technologies (ICT) put within everybody's reach an enormous amount of information that was unimaginable some years ago, thus permitting each one of us to become emitters of our own content, favouring the creation of a network society where pluralism and transparency have stepped up considerably. On the other hand, organizations discover through ICT a new tool at service of persuasive communication but also new challenges to keep the effectiveness of their messages, avoiding that they go unnoticed in the endless information flow that is received permanently by their publics.
In this context, a doctorate student will research the way advertising and public relations are being transformed in order to adapt themselves to the new scenario. Viral marketing, dark websites for crisis communication, cyberactivism, advergaming, branded entertainment and intentional creation of virtual communities are just a few examples of these phenomena. His/Her research will also aim to establish if the theoretical background of persuasive communication is still reasonably valid for the current situation.
Perfil académico
Bachelor’s or master’s degree in any Communication discipline (Advertising, Public Relations, Journalism...) or in Fine Arts and Design.