Desinformación y credibilidad en la era digital: nuevos hábitos de consumo informativo y su impacto en las organizaciones

Sónia Gomes-Gonçalves; Gloria Jiménez-Marín; Nuria Sánchez-Gey Valenzuela

doi:10.31921/doxacom.3503

Authors

Ph.D. Sónia Gomes-Gonçalves University of Madeira https://orcid.org/0000-0002-5579-7761
Ph.D. Gloria JiménezMarín University of Seville, Spain https://orcid.org/0000-0003-0252-3975
Nuria Sánchez-Gey Valenzuela University of Seville, Spaina https://orcid.org/0000-0002-4891-9134

DOI:

https://doi.org/10.31921/doxacom.3503

Keywords:

Advertising, Disinformation, Ethics, Fact-checking, Media literacy, Organisation

Abstract

This study offers an updated perspective on the phenomenon of disinformation and its effects within organisational contexts. A mixed-methods approach was employed, incorporating the Delphi technique as an exploratory tool to examine the assessments of experts from Spain and Portugal regarding this issue and its implications for institutions. The findings indicate that the continuous development of digital technologies enables a substantial increase in organisational and advertising-related disinformation, which spreads more easily through social networks and other digital platforms. Conversely, existing countermeasures remain slow and relatively ineffective, undermining the credibility of official sources and traditional media outlets. The study also shows that media literacy emerges as a crucial instrument for strengthening citizens’ critical capacity, and that disinformation itself may represent an opportunity for organisations if public responses are managed ethically and responsibly.

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Author Biographies

Ph.D. Sónia Gomes-Gonçalves, University of Madeira

Holder of a PhD in Communication from the University of Seville and a Master’s degree in Linguistics from NOVA University Lisbon, specialising in Journalistic Terminology, and with professional experience as a journalist, she is currently an associate professor at the University of Madeira and a lecturer at vocational training institutions, teaching various subjects in the field of communication, including Public Relations, Marketing and Advertising.

She is also a researcher at LabCom – the Centre for Research in Communication and the Arts at the University of Beira Interior – and a member of the SICA SEJ-624 research group: IROACAMM – International Research on Advertising Communication and Marketing Mix, funded by the Regional Government of Andalusia. She also works for the Regional Government of the Autonomous Region of Madeira as a communications advisor.
Ph.D. Gloria JiménezMarín, University of Seville, Spain

Full Professor in the field of Audiovisual Communication and Advertising at the University of Seville, she obtained her PhD in the Communication Process programme. Her academic background includes two bachelor’s degrees: Journalism and Advertising and Public Relations, both from the same university, as well as a master’s degree in health communication from Rey Juan Carlos University. She has taught at various Spanish universities, including the University of Cádiz, the University of Huelva and the Open University of Catalonia, amongst others. Internationally, she has been a visiting lecturer at the University of California, Berkeley; Glasgow Caledonian University; the University of Madeira; Mykolas Romeris University; and the Catholic University of Leuven. Founder of IROCAMM – International Review of Communication and Marketing Mix, she is currently a member of the Advertising Academy and the IP of the SEJ624 research group: International Research on Communication, Advertising & Marketing. In her professional career, she stands out as a founding partner of several companies and communication agencies, in addition to her work in print and audiovisual media.
Nuria Sánchez-Gey Valenzuela, University of Seville, Spaina

PhD in Communication and a degree in Journalism from the University of Seville. She currently teaches at the Faculty of Communication at that university. Previously, she has taught at Pablo de Olavide University, Nebrija University, the International University of Valencia (VIU), and the Andalusian School of Reporters, amongst others. She has contributed to various academic books and has produced research articles and conference papers, specialising in journalism, the media, television and disinformation. She is also the author of ‘History and Structure of Audiovisual Production’, published by Pirámide editorial.

Professionally, she has served as Director of Communications at the José Manuel Lara Foundation, part of Grupo Planeta. She has also worked as a journalist for over 15 years in regional and national audiovisual media. Her most recent roles have been as a news reporter for Canal Sur TV and Telecinco News, and on the programme 'Research Team' on La Sexta.

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