This paper studies advertising campaigns of NGDOs by applying the innovative concepts of protest communication scenarios and moral sensitivity. Its main purpose is to advance current understanding on how two conceptually different communication scenarios -donor and protest-impact the social engagement of the public. The interdisciplinary methodology combines a discursive and psychological perspective with an empirical survey study designed with the support of cultural discourse analysis (Hall, 1997). The findings demonstrate that using communication models based on the need for collective help for poverty in terms of an unjust situation -what we call a protest communication model-increases moral sensitivity and, therefore, social action. These results are of interest for planning and assessing the organizational communication of NGDOs designed from their educational and social action liabilities. This research shows that utilizing these criteria increases the efficacy of their communication in awareness raising and social engagement without being detrimental to funding amounts.
This paper focuses on the role of the image as an agent for social transformation. The methodology adopted is a case study: the impact of the photograph of Aylan Kurdi, the three-year-old child drowned off Bodrum in an attempt to escape on a raft full of Syrian migrants. This is one of the most widely seen social photojournalism documents in recent times, and it had a huge impact on social media. The study applies an iconographic, iconological and ethical analysis to reveal the constituent parts of an image with the power for social change. In its main conclusions, this paper describes the potential for easy resignification of the digital graphic image as it symbolically transforms reality, and the power it has to generate processes of pronouncement and activism among citizens in digital environments. The results of the case study show that the value of an image for social change is achieved not only by the magnitude of the tragedy itself and the information that it registers, or by its formal aspects (iconographic), but mainly by being able to express a change of logic (iconological aspects) and to promote processes of reappropriation and denunciation. The ethical debate on dissemination shifts the problem from journalistic ethics to citizen responsibility. Este trabajo plantea el papel de la imagen como agente de transformación social. La metodología que se emplea es un estudio de caso sobre el impacto de la fotografía de Aylan Kurdi, el niño de tres años ahogado en el intento de huida en una balsa de inmigrantes sirios en Bodrum. Se trata de uno de los documentos recientes de fotoperiodismo social más difundidos transnacionalmente y con gran impacto en redes sociales. El estudio aborda diferentes niveles de análisis (iconográfico, iconológico y ético) para decapar los aspectos constitutivos de una imagen con poder de cambio social. Como principales conclusiones, esta investigación comprueba el poder de la imagen gráfica digital por su carácter de fácil reedición y resignificación en el paso de transformar simbólicamente la realidad y generar procesos de pronunciamiento y activismo en la ciudadanía a partir de entornos digitales. Los resultados del análisis del caso que se delimita muestran cómo el valor de una imagen en el cambio social no viene dado solo por la magnitud de la tragedia o el hecho que registra, ni por sus aspectos formales (iconográficos), sino por ser capaz de expresar un cambio de lógica (aspecto iconológico) y propiciar procesos de reapropiación y denuncia ciudadana. Por último, el debate ético sobre su difusión traslada el problema de la deontología periodística a la responsabilidad ciudadana.
Communication, peaceful social change and global citizenry synthesize a communication model that combines individual and collective responsibilities that aim to denounce situations of direct, structural and cultural violence. This model sets goals and criteria grounded in peace, social justice, equality and human rights, to transgress and transform all types of violence and promote social, political and economic contexts of inclusive diversity that can develop into peace cultures. This approach to communication examines the cultural consequences, responsibilities and potential of narrative processes (the performativity of language) centered on cultural efficacy, advocacy and accountability parameters to attain peaceful societies.
ResumenEste estudio analiza y fundamenta una propuesta pedagógica para la integración de la docencia en igual dad en los grados de Ciencias de la Comunicación en el nuevo EEES. Para ello, realiza una revisión do cumental de fuentes primarias y secundarias sobre las directrices que marca este nuevo espacio en la materia objeto de estudio y las pone en discusión, por un lado, con los últimos desarrollos en teoría y pe dagogía crítica de la comunicación procedentes de los Estudios Culturales, los Estudios de Género y las investigaciones para la Paz y, por otro, con las últimas tendencias en investigación en comunicación para el cambio social. Este enfoque interdisciplinar vincula el aprendizaje universitario de los futuros profe sionales de la comunicación (publicitaria, audiovisual y periodística) con la incidencia cultural de sus mensajes en la igualdad en los escenarios de comunicación actuales. Palabras clave: Comunicación, igualdad, docencia, cambio social, BoloniaCommunication for the equality in the new EEES:critical foundation for the social change Abstract This paper analyzes and supports a pedagogical proposal addressed to including teaching on equality in the degrees of Communication Sciences in the framework of the new EHEA. This research reviews the primary and secondary sources that define the guidelines for teaching equality in this new education arena and discusses them, on the one hand, from the focus of the most recent proposals on critical the ory and critical pedagogy from Cultural Studies, Gender Studies and Peace Research, and, on the other hand, from the last trends of research on Communication for Social Change. This interdisciplinary ap proach links the university learning of future advertising, media and journalistic communication profes sionals with the cultural consequences of their messages on equality in present day communication scenarios.
IntroductionThis chapter focuses on the practices and challenges faced by higher education in order to engage 'Generation Like' (Frontline 2014), the generations who have grown up with social media, in learning to be critical, cosmopolitan, and global political subjects. We present here a specific case study based on the experience at the Universitat Jaume I of Castellón (UJI), Spain, in the undergraduate degree course in Advertising and Public Relations at the Department of Communication Sciences, Faculty of Humanities and Social Sciences, in the subject of 'Communication towards Equality' (one term, 4 th year).
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