La comunicación digital pos-Covid-19: nuevas rutinas, procesos, medios y productos

Fanny Yolanda Paladines Galarza; José Miguel Túñez

doi:10.18272/USFQPRESS.m98

Pos-covid-19 digital communication: new routines, processes, media, and products

Authors

Fanny Yolanda Paladines Galarza

Universidad Técnica Particular de Loja

https://orcid.org/0000-0002-1467-7501

José Miguel Túñez

Universidade de Santiago de Compostela

https://orcid.org/0000-0002-5036-9143

DOI: https://doi.org/10.18272/USFQPRESS.m98.c506

Synopsis

The COVID-19 crisis has completely disrupted the way we live, act, and plan. The pandemic has reinforced the value of information and entertainment media as essential pillars of social relations during periods of lockdown. It has also made personal, group, and social communication an essential part of daily life for consuming and sharing educational and informational content, as a means of promoting public health education, and as an indispensable way of staying updated on the impact of the pandemic. This massive, almost explosive, consumption of all kinds of content has become a setting for rivalry between fake news and truthful information, while also reaffirming traditional media as sources of verified content and the internet as a vehicle for immediacy and a platform for all kinds of relational, communicative, informative, and entertainment content.

This chapter analyzes how COVID-19 has affected the way we communicate and relate to one another as individuals; how organizations have responded to adjust to this new reality; the ways in which they interact with their audiences; and the social, media, and organizational ways of producing, consuming, and sharing information. It draws on the main reports on the transformations brought about by the pandemic and outlines, from an analytical perspective, how these changes have affected the planning and management of organizational communication, in an effort to identify trends and point to the changes that are likely to remain in the relationships between organizations, products, and their audiences. The first COVID-19 and Marketing Barometer, published by the company Good Rebels, already indicated that 83% of respondents “stated that digital acquisition and sales channels would be prioritized, and 82% that innovation and the development of new business models would be encouraged.” It is possible that the post-COVID era will require bridges or support among professionals, academics, experts, and companies so that they can share knowledge, ideas, and proposals in specific spaces.

Author Biographies

Fanny Yolanda Paladines Galarza, Universidad Técnica Particular de Loja

Professor of Advertising in the Public Relations and Social Communication programs at Universidad Técnica Particular de Loja (UTPL). She holds a Bachelor’s degree in Advertising from Universidad Tecnológica Equinoccial (Quito, Ecuador), an Executive Master’s degree in Strategic Marketing Management from EOI Business School (Madrid), and a Ph.D. in Communication and Journalism from the University of Santiago de Compostela.

She is former Director of the Marketing Department at UTPL and a member of the quality assurance team for the Public Relations and Social Communication programs at the same university. She currently serves as Coordinator of the Public Relations program.

Her research and publications—featured in journals indexed in Scopus, ISI, and Latindex, as well as in books and outreach publications—focus on branding and digital branding, brand management on social media, strategic and corporate communication, traditional and digital communication, and political and crisis communication.

José Miguel Túñez, Universidade de Santiago de Compostela

Ph.D. in Journalism from the Autonomous University of Barcelona and Full Professor of Organizational Communication in the Department of Communication Sciences at the University of Santiago de Compostela (USC).

Member of the Novos Medios Research Group at USC and Principal Investigator 2 (IP2) of the project RTI2018-096065-B-I00 on new values in major European public service broadcasters. Deputy Director of the International Doctoral School at USC and Director of the Ph.D. Program in Contemporary Communication and Information at USC.

Co-Director of the Journal of the Spanish Association of Communication Research (RAEIC). Author of more than one hundred scientific articles and books on communication. Among his most recent publications are Communication: Innovation and Quality (2018, Springer) and “Use of Bots and Algorithms to Automate News Writing: Perceptions and Attitudes of Journalists in Spain,” published in El Profesional de la Información, vol. 27, no. 4, pp. 750–758. Recipient of the Reina Sofía National Journalism Award.