Does persuasive communication constitute the communicative paradigm of the knowledge society?
Ferran Lalueza (flalueza@uoc.edu)
Professor of Information and Communication Science Studies at the UOC
Director of the Advertising and Public Relations programme at the UOC
abstract
Advertising and public relations are undergoing a profound transformation as a result of the eclosion and heady consolidation of today's information and communication technologies. Nowadays, no one questions that the communicative parameters associated to the knowledge society exert a powerful influence-and will continue to do so even more intensely-on the direction that these two persuasive communication disciplines are taking.
What is not so evident, however, is the inverse process: the influence that advertising and public relations are exerting on the construction of a benchmark communicative model for the knowledge society. The aim of this article is precisely to show how many of the characteristics that preconfigure this communicative paradigm have been around for decades in the dynamics of persuasive communication. Information saturation, interactivity and multi-channel distribution are some of the traits that are analysed from this viewpoint.
keywords
advertising and ICT, communicative paradigms, persuasive communication, public relations and ICT
Published in:
October 2006
Editorial
in-deph
Innaugural lecture of the UOC's 2006-2007 academic year
Learning to live together, by Mustapha Cherif The primary condition for peace, foreword by the rector Imma Tubella
Counterpoint, by Xavier Rubert de Ventós
miscellany
Optimum online shopping and surfing experiences, by Inma Rodríguez
Does persuasive communication constitute the communicative paradigm of the knowledge society?, by Ferran Lalueza
The Barcelona model of e-administration: adoption and institutionalisation, by José Ramón Rodríguez
The influence of the knowledge society on the modernisation of the Public Administration, de J.Á. Martínez, P. Lara-Navarra and P. Beltrán
The 2.0 teacher: teaching and research from the Web, by I. Peña, C. Córcoles and C. Casado
Reassembling the Social. An Introduction to Actor-Network-Theory, by Bruno Latour.
By Eduard Aibar
On intelligence, by J. Hawkins and S. Blakeslee. By Salvador Climent
TRAMULLAS, J.; GARRIDO, P. (2006). Software libre para servicios de información digital
SARTORI, Laura. (2006). Il Divario digitale: Internet e le nuove disuguaglianze sociali
PENNEC, Simone. (dir.) (2005). Technologies urbaines, vieillissements et handicaps
WILHELM, Anthony G. (2004). Digital Nation: Toward an Inclusive Information Society
LANDOW, George P. (2006). Hypertext 3.0: Critical Theory and New Media in an Era of Globalitzation
TAYLOR, Charles (2006). Imaginarios sociales modernos
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