The ethics of dialogue in the digital age: inquiries into the relationship between organisations and publics in the digital age
Abstract
Thesis by compendium of publications that focuses on two objectives. The first is to identify the expectations of an
ethical nature that have been placed in digital technologies of communication in the field of public relations; the second one
is to verify, by means of an investigation in the environment of corporate communications in Spain, if such expectations have been fulfilled in reality. The methodology combines critical revision of research, discourse analysis and in-depth interviews. As a conclusion, the unfulfilled “dialogic promise” of new media stands out. Despite this, the connection between digital technology and dialogue is still strong in the professional discourse. The research also observes a “pragmatic dissonance” in the concept of dialogue and explores the possibility of influencing this issue through communications consultancy.
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