The hiring of people with disabilities represents only the initial stage of the organizational inclusion process. Once these individuals enter the labor market, significant challenges persist, such as their placement in operational roles regardless of their educational background. Organizations often remain unprepared for inclusion-both among managers and other employees-by reproducing stigma, prejudice, and ableist practices, and by failing to provide the necessary accommodations and accessibility that would allow all workers to perform their duties and participate fully in the organizational ecosystem. Exclusion and marginalization within organizations are even more pronounced for workers with sensory disabilities (visual, auditory, or deaf blindness), mainly due to limited access to information-namely, the lack of policies and practices that ensure accessibility in Organizational Communication. As a scientific field, Organizational Communication can address this phenomenon by promoting real-world transformation through the critique and exposure of power relations-one of the core aims of the critical paradigm in communication studies. When referring to communication paradigms, we refer to the specific analytical lenses that allow researchers to observe and interpret communicative phenomena within organizations. Accordingly, organizational communication processes can be examined through multiple paradigmatic lenses. Among these, the four dimensions of Organizational Communication (instrumental, human, cultural, and strategic) (Kunsch, 2014) and the relational/dialogical paradigm (Marques & Oliveira, 2015; Lima & Bastos, 2012; Lima, 2008) stand out. This paper aims to analyze the phenomenon of the inclusion of workers with sensory disabilities in organizations through the lenses of the dimensions of Organizational Communication and the relational/dialogical paradigm. It is a theoretical essay, interpretive and critical in nature, that draws upon diverse bibliographic sources to shed light on analytical and epistemological possibilities for the field. We understand that two main types of relationships are established between workers with sensory disabilities and organizations: (1) Relationships grounded in the relational aspects of the organizational context, which involve the meanings circulating within organizational cultures and the representations of disability-meanings that can either confer legitimacy upon these workers or contribute to their exclusion; and (2) Relationships mediated by technical and political dimensions, particularly concerning the consideration of accessibility in communication processes. These two perspectives intertwine and reflect the complex phenomenon of the relationships between organizations and their employees with sensory disabilities. The possibilities for analyzing and interpreting the inclusion of workers with sensory disabilities within organizations are broad. However, when addressing cultural, political, and meaning-making aspects, several analytical lenses from Organizational Communication can be applied-namely, the technical, cultural, human, and strategic dimensions, as well as the relational/dialogical perspective. We argue that such reflections are essential within Organizational Communication, especially considering the evolution of theoretical approaches-from the "interpretive turn" and the development of the critical paradigm in the international context to the "epistemological turn" of the 2000s in Brazil. Workers with disabilities, as both public and organizational agents, must be recognized as such. From the perspective of the dimensions of Organizational Communication, there are multiple points of intersection and opportunity to promote inclusion-particularly within the human dimension, the humanistic and social aspects of the strategic dimension, and the incorporation of accessibility into the instrumental dimension. The cultural dimension, in turn, is closely linked to the relational/dialogical paradigm, as both emphasize the meanings that circulate within organizational cultures and the potential recognition of diversity and alternative interests (beyond purely organizational ones) that shape organizational life and drive tensions between exclusion and inclusion as cultural and communicational practices. In conclusion, these reflections represent an initial contribution to understanding this phenomenon within Organizational Communication, aiming to foster further debate from contemporary paradigmatic and theoretical perspectives. As the field continues to expand in Brazil, Organizational Communication can embrace new critical and inclusive approaches to promote social transformation and more equitable relations between people with disabilities and organizations.
This research analyzes the capacity of corporate communication actions-in the context of social responsibility-to generate customer trust and establish an affective bond between both parties, which can provide companies with a superior competitive situation. In order to carry out this analysis, a qualitative study-through a focus group-and a quantitative study-through surveys-on real communication actions carried out by companies in the context of environmental sustainability have been carried out. The results show that when the public perceives an objective and consistent informational context, aligned with the core business of the firm, it promotes the creation of an affective consumer-company trust relationship. In the case of perceived misinformation, the negative impact on customer trust is high. This study has some limitations, including the inability to infer causality from the established relationships and the complexity of the underlying mechanisms and interdependencies among the variables analyzed. However, these limitations are in line with the exploratory approach adopted in the research. The findings point to significant practical implications, emphasizing the importance of aligning communication strategies with the organization's corporate identity and image.
Glocal disinformation represents a significant challenge for democratic institutions. By combining transnational narratives with localized reinterpretations, it increases plausibility and social resonance while undermining public trust, institutional legitimacy, and democratic deliberation. In this context, institutional communication has evolved into a core governance function rather than a purely informational activity. Public relations in the public sector must therefore address two interrelated demands: ensuring message governance through coherence, traceability, and accountability, while enabling territorial adaptation that preserves relevance and credibility among diverse publics. The European Parliament constitutes a particularly relevant case due to its supranational mandate and multilevel communication structure. Central communication units define overarching strategic narratives, while national and regional European Parliament Liaison Offices mediate between the common European frame and local political, cultural, and media environments. Between 2019 and 2024-a period marked by electoral cycles, platform-driven polarization, and coordinated disinformation campaigns-the European Parliament intensified its communicative efforts to defend democratic participation and institutional legitimacy. This study examines how glocalization was operationalized during this period, focusing on message governance mechanisms and the adaptation of communicative devices to counter disinformation. The research adopts a qualitative descriptive design aimed at understanding institutional communication processes from a strategic governance perspective. Data were collected through seven semi-structured interviews with senior European Parliament communication officials directly involved in the planning and execution of the 2019 and 2024 campaigns. Interviewees included the Director-General for Communication, directors of campaigns and media, and heads of audiovisual, editorial, and outreach units. The selection prioritized actors occupying key positions within central decision-making structures, providing insight into governance logics rather than local implementation practices. All interviews were conducted individually, recorded with informed consent, and fully transcribed. Data analysis followed a thematic approach developed in three stages. First, open coding identified recurrent concepts and patterns across the interviews. Second, codes were grouped into thematic categories related to message governance, the role of Liaison Offices, audiovisual strategies, and cooperation with third parties. Third, an interpretative synthesis integrated interview findings with contextual evidence. To support triangulation, publicly available campaign materials were also reviewed, including audiovisual content, live broadcasts, and communication toolkits distributed to external partners. These materials served to contextualize the interview data and illustrate strategic choices, rather than constituting a systematic content analysis. The findings indicate a clear evolution between the 2019 and 2024 campaigns. Compared to 2019, the 2024 campaign demonstrated stronger message governance, notably through the adoption of a single unified slogan centered on the defense of democracy and electoral participation. Internal coordination was reinforced by clearer decision-making structures and greater integration across communication units, enabling faster and more coherent responses in a polarized and disinformation-prone environment. European Parliament Liaison Offices played a central role as cultural mediators. While strategic framing and key messages were defined centrally, Liaison Offices adapted language, visuals, and symbolic references to national contexts, addressing linguistic sensitivities, political cultures, and media ecosystems. This ensured that the European narrative remained coherent while resonating locally. Audiovisual communication emerged as a key strategic resource. The institution increasingly replaced generic imagery with real people, authentic testimonies, and situational narratives. Live broadcasts of debates, electoral events, and institutional milestones enhanced transparency and reinforced source credibility. The expansion to new digital platforms, including TikTok in 2024, reflected an adaptive response to changing media consumption patterns. Cooperation with third parties followed an enabling logic. The European Parliament developed brand books, identity manuals, and communication toolkits that allowed civil society organizations, volunteers, and partner institutions to produce content within a shared communicative framework. Rather than imposing messages, the institution provided resources that facilitated decentralized yet aligned message production. Overall, the study shows that glocalization in institutional communication is fundamentally a governance-driven process. Strong message governance ensured coherence and recognizability, while territorial adaptation enhanced legitimacy and reduced interpretative frictions that often facilitate disinformation. The case of the European Parliament illustrates how democratic institutions can strengthen communicative resilience by combining unified strategic narratives with culturally sensitive adaptation, authentic audiovisual storytelling, and cooperative engagement with trusted local actors.
This article examines the systematic mechanisms of information control and disinformation deployed by the Moroccan state during the communicative management of the El Haouz earthquake in September 2023. The research demonstrates that narrative control during this natural disaster was not an improvised response but rather the activation of structural mechanisms of media influence based on ownership concentration, financial control, and restrictive regulation characteristic of competitive authoritarian regimes. The theoretical framework combines agenda-setting theory, framing theory, and Herman and Chomsky's propaganda model with concepts of competitive authoritarianism and communicative glocalization. This multidimensional approach enables understanding of how hybrid regimes adapt discourses according to differentiated audiences through economic, regulatory, and technical instruments. The research draws on Levitsky and Way's conceptualization of competitive authoritarianism to analyze political contexts where formal pluralism coexists with systematic practices of social and political control. The methodology employs documentary analysis of official communications, systematic monitoring of national and international media coverage, and comparative examination of diverse sources during September-December 2023. The study analyzed the official Maghreb Arabe Presse agency, the state-owned SNRT broadcaster, semi-private Medi1 Radio, the pro-government Le Matin newspaper, and Assabah as a reference publication. A structured coding system identified five analytical categories: dominant frames, source management, thematic prioritization, emotional strategies, and discursive differentiation. This methodological approach enabled identification of systematic patterns of information manipulation across four chronological phases. Results reveal that the Moroccan information ecosystem is characterized by oligopolistic ownership concentration facilitating indirect state control. Media Ownership Monitor data demonstrates that nine of thirty-six media companies controlling the country's most influential outlets are linked to the state, government, or monarchy. This structure provides the material infrastructure enabling systematic narrative control through economic dependencies and regulatory frameworks that incentivize self-censorship and penalize editorial independence. The analysis identifies four distinct phases of narrative control during the earthquake crisis. The initial phase involved minimization of impact and restriction of media access to affected zones. The second phase emphasized legitimacy construction through emotional framing, transforming tragedy into demonstrations of governmental efficacy and national cohesion. The third phase combined selective provision of official data with recontextualization techniques to minimize governmental responsibility. The fourth phase developed anticipatory normalization tactics, projecting success narratives before actual achievements through what the research terms "anticipatory simulation". The study reveals sophisticated glocalization strategies wherein authorities adapted messages according to audience characteristics. For national Arabic-speaking audiences, official communication emphasized national solidarity, gratitude toward royal leadership, and patriotic mobilization using cultural and religious references. For international audiences, particularly Western ones, communication adopted technocratic registers accentuating institutional modernity, coordination with international organizations, and conformity with democratic standards. These findings validate the central hypothesis that information control during the El Haouz earthquake constituted systematic expression of a structural model of state information manipulation operating permanently in Morocco, intensifying strategically during crisis moments. The case illustrates how contemporary hybrid regimes utilize crises as opportunities to reinforce social control and political legitimation through strategic information management. The research contributes analytical tools for understanding contemporary forms of media control in hybrid regimes, where traditional censorship and propaganda concepts prove insufficient for analyzing sophisticated manipulation techniques operating through subtle influence mechanisms rather than direct censorship.
At the end of 2024, the Valencian Community in Spain experienced a catastrophic weather event known as a DANA or isolated upper-level depression. This phenomenon brought intense and prolonged rainfall, triggering severe flooding that resulted in over 200 fatalities, widespread infrastructural damage, and significant social disruption. The crisis sparked a surge in public attention not only to emergency updates but also to the reliability of circulating information, particularly in relation to misinformation and rumours surrounding the disaster. Data from Google Trends in Spain during this period reveal a notable increase in relative search interest for the terms "bulos" (Spanish for rumours or false information) and "fake news." In November 2024, "bulos" reached its highest point of the year with a relative interest score of 52 out of 100-the most significant level since April 2020, at the height of the COVID-19 pandemic. Simultaneously, searches for "fake news" rose to 17 out of 100, their highest level since November 2020. Search activity for both terms peaked during the most acute phase of the crisis, between 29 October and 15 November, with the highest daily values recorded on 8 November: "bulos" at 100/100 and "fake news" at 18/100. This increase in search interest coincided with the circulation of multiple misinformation narratives, many of which were subsequently debunked by the independent fact-checking platform Maldita.es. Early false claims included allegations that the government had deliberately demolished 26 dams in the Valencian region between 2020 and 2024, supposedly worsening the flooding, and assertions that the meteorological radar operated by AEMET (Spain's national meteorological agency) had failed, impeding early warnings. Both claims were refuted by official sources, with AEMET confirming normal radar operation and the timely issuance of alerts. One of the most prominent cases of misinformation centred on the flooded car park of the Bonaire shopping centre. Viral videos and images falsely implied that numerous deceased individuals had been found there. These claims were fuelled by fabricated audio clips and misleading visuals, including footage alleging that bodies were being removed-claims that were entirely unsubstantiated. Additional false accusations targeted the emergency aid efforts of NGOs such as C & aacute;ritas and the Red Cross, alleging they prioritised international causes over local victims in Valencia. These narratives were often accompanied by images depicting discarded aid items in misleading contexts. A statistical analysis of relative search interest revealed regional differences. The Valencian Community recorded a moderate relative interest in "fake news" (28/100), while regions such as Catalonia (43/100), the Basque Country (35/100), and Cantabria (31/100) showed significantly higher levels. An ANOVA test identified statistically significant differences within the dataset (F(3,24) = 11.44, p < 0.001), grouping regions into four geographic clusters. The Levante group, which includes Valencia, showed the highest mean interest in "fake news" searches. In contrast, the term "bulos" was more uniformly prevalent across the country. Most autonomous communities registered high scores, with La Rioja reaching 100/100 and Valencia scoring 82/100. Although an ANOVA test also identified overall variation for this term, (F = 4.65; p = 0.0106), post-hoc analysis did not reveal statistically significant pairwise differences, suggesting a broadly shared pattern of search interest across regions. Overall, the data indicate the presence of regional preferences in the terminology used to search for information related to misinformation, with "bulos" prevailing in most areas and "fake news" being relatively more common in certain regions. These findings suggest that interest in misinformation-related concepts tends to intensify in later phases of crisis situations, when uncertainty persists and competing narratives gain visibility. This study highlights the relevance of analysing information-seeking behaviour during emergencies and the role of fact-checking initiatives such as Maldita.es as contextual reference points in the public debate. From a methodological perspective, the use of Google Trends provides an exploratory indicator of relative attention rather than a representative measure of public concern or exposure to misinformation. Despite these limitations, the findings offer insights into the dynamics of attention to misinformation in crisis contexts and underscore the importance of communication and verification strategies adapted to territorial and temporal specificities.
The literature regarding institutional communication on social media has demonstrated the potential of these digital platforms to strengthen relationships between organisations and their stakeholders. Social media not only expand access to information but also facilitate new forms of interaction and connection with users, thereby increasing their strategic value within institutional communication processes. In the case of universities, numerous studies have examined specific aspects of their digital presence, their content strategies, or the communicative resources employed. However, a gap remains in empirical research that examines in an integrated manner the different dimensions that shape universities' digital communication strategies on social media, particularly Facebook. Most existing studies address these dimensions in a fragmented way, which limits a comprehensive understanding of how different communicative strategies relate to one another and to the levels of interaction generated. The main objective of this study is to identify the key dimensions of universities' communication strategies on Facebook and to evaluate, in an integrated manner, the level of interaction achieved through their publication, interactivity, and content strategies. To do this, an analysis was conducted of 27,356 posts published on the institutional Facebook pages of universities in Latin America, Europe, and the United States over a sixmonth period. The study adopts a specific methodological approach that enables the classification of publication strategies (active/passive funnel), interactivity strategies (monologic/conversational), and content strategies (exclusive/dominant), as well as the measurement of the levels of engagement achieved. The results suggest that universities predominantly adopt a "passive funnel" publication strategy, characterised by a moderate or lowvolume of posts and a clear orientation towards self-generated content. Although regional differences are observed, with higher levels of activity in Latin America compared to Europe and the United States, the findings indicate that strategies oriented towards a lower frequency of publication tend to generate higher levels of interaction. This suggests that the quality and relevance of content prevail over the quantity of posts. In addition, universities mainly rely on "exclusive" or "dominant" content strategies, with relevant geographical variations. Regarding interactivity strategies, the findings indicate a predominance of "monologic" approaches, focused on informational dissemination and the use of expository resources. Furthermore, the integrated analysis reveals that most universities implement an overall "passive monologic" strategy on Facebook. Although this orientation diverges from normative models that promote dialogic communication, it proves to be effective in terms of interaction, highlighting that users prioritise the quality, usefulness, and innovation of the content disseminated. This study contributes to the academic field by proposing an integrative methodological model for analysing university communication on social media and offers relevant practical implications forthe strategic management of Facebook, aimed at optimising engagement and strengthening relationships between universities and their stakeholders through coherent, planned communicative strategies aligned with users' communicative expectations.
In an era marked by the proliferation of disinformation and the erosion of institutional trust, public ceremonies have emerged as strategic devices for the construction, performance, and reinforcement of legitimacy. This article examines how institutional ceremonies -such as presidential inaugurations, international summits, commemorative tributes, and award ceremonies- function as institutional rites of power, designed to reinforce authority, shape public perception, and counteract competing narratives of disinformation. Through a comparative and multimodal methodology, the study analyzes four emblematic acts held in 2025: Donald Trumps presidential inauguration, the XVIII European Carlos V Prize ceremony, the 4(th) United Nations International Conference of Financing for Development (Seville), and the funeral tribute to Charlie Kirk. These cases were selected for their symbolic relevance, media visibility, and capacity to generate legitimizing narratives within glocal contexts where local and global dynamics intersect through complex digital flows of information. Donald Trumps presidential inauguration represents a highly choreographed political reaffirmation in a polarized media environment, involving ritualized oaths, parades, and speeches designed to signal continuity, authority, and ideological commitment. The XVIII European Carlos V Prize ceremony exemplifies a symbolic celebration of European unity, democratic leadership, and cultural heritage, integrating ceremonial protocols, awards presentation, and discursive framing to reinforce supranational legitimacy. The 4(th) United Nations International Conference of Financing for Development in Seville functions as a technocratic arena for global cooperation, combining formal negotiations, high-level panels, and media coverage to project credibility and institutional competence. Finally, the funeral tribute to Charlie Kirk operates as an affective and symbolic ritual within the transatlantic conservative sphere, mobilizing personal narratives, commemorative speeches, and performative gestures to cultivate collective identification and ideological belonging. The research integrates content analysis and dramaturgical analysis inspired by Erving Goffmans framework, examining 200 analytical units including audiovisual records, official documents, traditional and digital media coverage, and social media publications. Findings reveal that public ceremonies are meticulously staged to produce coherent, emotionally resonant, and persuasive narratives that enhance credibility, social trust, and perceived legitimacy. Symbolic elements -including scenography, emblems, ceremonial attire, spatial hierarchies, ritualized gestures, and choreographed interactions- are strategically deployed to construct and communicate authority. These acts also incorporate narrative control mechanisms designed to frame messages, minimize controversy, and respond to disinformation dynamics. The study identifies two models of glocal legitimization: one grounded in ceremonial authority and institutional continuity, and another anchored in emotional resonance and ideological belonging. The performative dimension of these rituals is central to their legitimizing function. Through strategic staging, institutions dramatize authority, ritualize values, and validate narratives before diverse audiences. In contexts of glocal disinformation, where falsehoods circulate rapidly and compete for attention, public ceremonies become symbolic battlegrounds for narrative control and trust restoration. Ultimately, this study provides a theoretical and methodological framework for understanding the staged dimension of institutional communication under informational uncertainty. By combining dramaturgical analysis with comparative case studies, it contributes to public relations, political communication, and institutional trust studies, highlighting that institutional ceremonies are not merely sites of communication but arenas of symbolic negotiation, where legitimacy is both enacted and experienced in real time.
This article presents discourses on diversity, equity, and inclusion (DEI) in Brazilian organizations as a corpus of study for (re)thinking theoretical approaches to public relations (Sim & otilde;es, 1995). It starts from the principle that organizational narratives, constructed in favor of diversity, articulate communication strategies with stakeholders and can highlight cultural representations of social structures influenced by male domination and the absence of intersectionality. The research problem centered on: how can the theoretical approaches of the political function of public relations connect to the scenes of dissent in diversity practices within organizations? To this end, the objective is to reflect on the convergence of the theory of the political function of public relations with DEI discourses in organizations. In this sense, it is assumed that the discourses and practices enacted in organizational environments produce and/or constitute cultural representations in the actors involved. The reflection proposed in this text is outlined by a theoretical path that begins with the thought of Bourdieu (2023), contributing to the understanding of how field theory can influence (or not) the habitus of social actors, especially in social structures strongly demarcated by male domination. Cultural representations, as discussed by Chartier (1990), constructed from these discourses, can connect with the acceptance of what is considered "normal" in society (Butler, 2019), and be totally dissociated from the intersectionality (Collins, 2022) present in society. The methodological procedures are contemplated with documentary and bibliographic research (Moreira, 2012), which constitute data collection and analysis techniques for the reflection proposed in this text. The distinct dimensions of diversity, as presented by the Charta derVielfalt (2021), impact multiple perspectives on diversity practices in organizations, especially due to the social and cultural issues of organizational ecosystems, and can be considered through the lens of intersectionality (Collins, 2022). In this article, these perspectives are termed scenes of dissent, based on the theoretical-methodological proposal of Marques (2022), using the equality method proposed by Jacques Ranci & egrave;re (2018). The theoretical-methodological support for this reflection is conditioned by the possibility of staging discourses of diversity (Charaudeau, 2010), linked to the scene method (Marques, 2022). From the proposed reflection, emerge (im)possibilities and limitations of the field of public relations in the face of the context of diversity in organizations. When the individual is seen as merely an executor of communication actions and strategies-with a purely operational car & aacute;cter-there is a disregard for the activity's power of cultural transformation. This perspective can limit and/or restrict the capacity of public relations to act in organizational discussions about organizational discourse and practices. The market-oriented approach to public relations (Sim & otilde;es, 1995) can reinforce the stereotype of an individual focused only on performative practices, constructing evasive and generic discourses. By prioritizing external reputation over internal transformation, organizations miss the opportunity to base organizational discourse practices on an effective and social character. The cultural resistances rooted in society constitute the third dimension for the (im)possibilities of the matrix of theoretical approaches to public relations. Practice needs to consider that, however well planned, actions clash with organizational habitus, generally dominated by patriarchal and normative structures. In this sense, there is a risk of co-opting diversity discourses in favor of a positive image management strategy, without a proper correlation with guiding organizational principles. The configuration of communication geared towards image crises can be both a trend and a risk for certain organizational environments. This constitutes the fourth dimension of risk for public relations practice, as the use of "cynical-degenerative" strategies (Baldissera et al., 2025) can compromise the social transformations that should and/or need to be orchestrated in organizational environments. In this way, communication-and especially public relations-comes to be seen as factual practices, and not as practices of social and civic development. The fifth dimension of (im)possibilities may be conditioned by critical training in the teaching-learning process of professionals. Public relations education in Brazil needs to overcome the technical and instrumental perspective (Tavares, 2023) and become an environment for reflection on social issues, especially regarding diversity, equity, and inclusion. Looking at DEI practices in the context of public relations training can contribute to actors being better prepared to face intersectional dilemmas in organizational dissent scenarios.
The field of crisis communication has, for some time, been consolidating itself within organizational communication studies, both in Brazil and internationally. Its importance, especially within the context of the risk society (Beck, 2010), is undeniable. However, there is a need to move forward, to refine processes, and to act effectively in the prevention and mitigation of risks and damages in ways that are meaningful for the diverse publics that constitute this society. This theoretical-reflective study addresses inclusive risk communication, reflecting on and proposing possible actions that are attentive to the different needs and characteristics of organizational publics. Based on a bibliographic review on accessible communication, the discussion is articulated with theories of the risk society (Beck, 2010), crisis communication (Coombs, 2007; Coombs & Holladay, 2022), and risk management (Nunes, 2025). Finally, the culture of care is identified as a pathway for potential actions aimed at implementing accessible and inclusive risk communication processes.
This study investigates the dynamics, forms, and implications of disinformation within the agri-food sector and its impact on public trust, drawing on Wardle's (2016) typology of false content and the distinction between disinformation, misinformation, and malinformation. While agri-food systems constitute a strategic pillar of Spain's economy-both in gross value added and employment-the sector faces growing reputational risks exacerbated by the digital circulation of misleading claims concerning nutrition, safety, labeling, additives, and sustainability. Against this backdrop, we conduct a mixed-methods content analysis of 676 fact-checking reports published by Maldita.es, Newtral, and EFE Verifica between June 29, 2018 and June 4, 2025. Our sampling process starts from an initial universe of 1,618 entries (Maldita.es, n=920; Newtral, n=661; EFE Verifica, n=37), subsequently refined to items pertinent to the agri-food domain and specifically addressing false, misleading, or manipulated content. Methodologically, we operationalize Wardle's narrative construction categories-fabricated content, manipulated content, impostor content, false context, false connections, misleading content, and parody/satire-and complement them with variables capturing topic (e.g., nutrition/health, additives, labeling/legislation, sustainability, crises), channel of diffusion (social media, mass media, organizations, magazines, Telegram, WhatsApp, mixed channels), verification outcomes (false, corrected by official sources, half-truth, other, unknown), intention (economic/commercial, political/ideological, activist/militant, sensasionalist/viral, parodic, unknown), actors involved and harmed (public, media, institutions, companies, influencers, NGOs, parties), resources used, relevance, continuity, and authorship. This design enables a granular mapping of both form and function of problematic information in food-related communication, and situates verification outputs within broader socio-relational dynamics. Results indicate that disinformation in the agri-food domain seldom manifests as wholly fabricated claims. Instead, it predominantly reconfigures truths through misleading content (n=153) and false context (n=145), which fuse factual elements with biased selection, omission, or reframing. Fabricated (n=17), manipulated (n=15), impostor (n=12), and false connections (n=10) are less frequent, while parody/satire appears rarely (n=5). A sizable portion (n=320) remains non-classifiable within Wardle's taxonomy, largely due to preventive pieces that anticipate rumors rather than debunk specific falsehoods. Topic-wise, nutrition and health (n=165) and additives/controversial ingredients (n=69) dominate, alongside labeling/legislation (n=35) and prevention (n=297)-the latter underscoring the proactive orientation of Spanish fact-checkers in food communication. Channel analysis highlights social media (n=170) and mixed environments (n=138) as key vectors; WhatsApp functions as a noteworthy interpersonal conduit (n=17), and Telegram appears occasionally (n=1), while a large subset exhibits unknown origin (n=294), again reflecting the prevalence of preventive advisories. Verification outcomes show 187 items verified as false, 93 corrected by official sources, 56 half-truths, 7 with no recorded response, and 334 other classifications (primarily accurate or preventive information). When mapped to information disorder, we identify 271 cases of disinformation, 57 of malinformation, 39 of misinformation, and 310 unclassified. Intention is frequently sensationalist/viral (n=97) or economic/commercial (n=76), with political/ideological (n=37) also present; unknown intention (n=141) remains common, consistent with the opacity of online rumor propagation and the tactical ambiguity of actors. The public at large emerges both as principal disseminator (n=166) and chief victim (n=218), while institutions (n=62) and companies (n=28) are recurrently harmed-signaling potential downstream effects on public health choices, market behavior, and regulatory trust. The keyword landscape-dominated by "olive oil," "meat," "insects," "pesticides," "ultra-processed," "proteins," "legumes," "EU," "Marruecos," "labeling," and "health"- reveals persistent anxieties around product integrity, diet-related risks, and governance. Notably, nutrition/health claims frequently combine selective scientific references with overstated risk frames, while additives and labeling controversies exploit technical complexity and regulatory nuance to seed uncertainty. These patterns align with the sector's high emotional salience, making food communication particularly vulnerable to credibility shocks and virality. Discussion underscores that effective responses cannot rely solely on factual correction. Because agri-food disinformation operates through discursive reframing and emotional activation-often within trusted interpersonal networks like messaging apps- countermeasures must integrate transparent institutional communication, proactive, audience-centered narratives, and critical media literacy initiatives that help publics evaluate claims beyond headline appeal. Strengthening traceability and accountability, especially where authorship is absent (401 items without identified authorship), remains crucial. The study's descriptive scope, coupled with reliance on three Spanish verification platforms, constitutes a limitation; nevertheless, the breadth and systematic classification provide a robust evidence base to guide organizational listening, crisis preparedness, and ethical communication in the agri-food sector. Overall, the findings portray a resilient, system-level challenge: disinformation thrives less on pure falsehood than on strategic distortion of context and meaning. Addressing it requires coordinated action among institutions, fact-checkers, professionals, and citizens to build reliable and resilient information ecosystems in which food-related claims are interpreted through evidence-based, empathetic, and culturally literate communication.
Este estudio analiza la desinformación en el sector agroalimentario y su impacto en la confianza social. A partir de la tipología de Wardle (2016), se examinaron 676 informes de verificación publicados por Maldita.es, Newtral y EFE Verifica entre 2018 y 2025. Los resultados revelan que la desinformación no se basa principalmente en falsedades absolutas, sino en estrategias como contenido engañoso y contexto falso, que combinan datos reales con interpretaciones sesgadas. Las temáticas más frecuentes son nutrición, salud y aditivos, con intenciones sensacionalistas, económicas y políticas. Redes sociales y servicios de mensajería (WhatsApp, Telegram) son canales clave para la difusión, lo que refuerza la dimensión interpersonal del fenómeno. La elevada proporción de contenidos sin autoría y la opacidad sobre las motivaciones dificultan la atribución de responsabilidades. El estudio concluye que combatir la desinformación requiere estrategias integrales que incluyan verificación, comunicación institucional transparente y alfabetización mediática crítica, además de cooperación entre instituciones, verificadores y ciudadanía, para construir entornos informativos más fiables y resilientes.
La literatura sobre comunicación institucional en las redes sociales ha demostrado el potencial de estas plataformas para fortalecer la relación entre las organizaciones y sus públicos, al ampliar el acceso a la información y facilitar nuevas formas de interacción. En el ámbito universitario, diversos estudios han analizado aspectos específicos de su presencia digital, sus estrategias de contenidos o los recursos comunicativos empleados. Sin embargo, persiste un vacío en la investigación que examine de forma integrada las dimensiones que configuran la estrategia de comunicación digital de las universidades en redes sociales, particularmente Facebook. El objetivo de este estudio es identificar las dimensiones clave de la estrategia de comunicación de las universidades en Facebook y evaluar de manera integral el nivel de interacción alcanzado a través de sus estrategias de publicación, interactividad y contenido. Para ello, se realizó un análisis de 27.356 publicaciones difundidas en los perfiles institucionales de universidades de Latinoamérica, Europa y Estados Unidos durante un periodo de seis meses. Los resultados sugieren que las universidades tienden a adoptar mayoritariamente una estrategia de publicación de "embudo pasivo", caracterizada por un volumen moderado o bajo de publicaciones y una clara orientación hacia contenidos propios. Asimismo, predominan las estrategias de contenido “exclusivas” o “dominantes” y los enfoques de interacción monológicos. El análisis integrado revela que la estrategia global más frecuente es la “monológica pasiva” que resulta eficaz en términos de engagement, pese a alejarse de los modelos dialógicos normativos. Este estudio contribuye al ámbito académico al proponer un modelo metodológico integrador para el análisis de la comunicación universitaria en redes sociales y ofrece implicaciones prácticas para la gestión estratégica de Facebook, orientadas a optimizar el engagement y fortalecer la relación entre las universidades y sus públicos mediante estrategias comunicativas coherentes, planificadas y adaptadas a las expectativas de los usuarios.
The field of crisis communication has, for some time, been consolidating itself within organizational communication studies, both in Brazil and internationally. Its importance, especially within the context of the risk society (Beck, 2010), is undeniable. However, there is a need to move forward, to refine processes, and to act effectively in the prevention and mitigation of risks and damages in ways that are meaningful for the diverse publics that constitute this society. This theoretical–reflective study addresses inclusive risk communication, reflecting on and proposing possible actions that are attentive to the different needs and characteristics of organizational publics. Based on a bibliographic review on accessible communication, the discussion is articulated with theories of the risk society (Beck, 2010), crisis communication (Coombs, 2007; Coombs & Holladay, 2022), and risk management (Nunes, 2025). Finally, the culture of care is identified as a pathway for potential actions aimed at implementing accessible and inclusive risk communication processes.
Este trabalho objetiva analisar o fenômeno da inclusão de trabalhadores com deficiência sensorial nas organizações pela lente das dimensões da Comunicação Organizacional (instrumental, humana, cultural e estratégica) e do paradigma relacional/dialógico. Trata-se de um ensaio teórico com o intuito de elucidar algumas possibilidades para o campo, que se valeu de fontes bibliográficas e pesquisas secundárias disponíveis sobre a temática. A reflexão permite olhar para as relações construídas entre trabalhadores com deficiência sensorial e as organizações, sejam elas pautadas em aspectos de circulação de sentidos ou mediadas por questões técnicas, políticas de acessibilidade e que consideram os trabalhadores como agentes organizacionais.
This study thoroughly examines the interaction between strategic public relations (hereinafter referred to as strategic PR) and its ripple effects in fostering societal change. The Lithuanian LIONS Clubs District (hereinafter – Lions)[1] serves as a case study to illustrate how effective strategic PR can mobilise individuals towards a common goal, foster community engagement and collective action, and influence attitudes and behaviours in a way that embeds changes within the community or society. Our primary goal is to gather profound insights into the Lions' strategic PR efforts and reveal how these initiatives generate ripple effects that drive societal transformation. This study employs semi-structured interviews, as well as thematic and content analysis, applying Communicative Rippling as the theoretical framework. This study reveals that strategic PR within the Lions in Lithuania fosters profound ripple effects by cultivating a sense of ownership among community members, promoting specificity in messaging, structured plans, and expanding collaborative networks that deepen community engagement. These findings provide a more nuanced understanding of how strategic PR can drive societal change. As communities navigate increasingly complex global challenges, the lessons learned from the Lions' initiatives provide valuable insights into the power of collective action and the transformative potential of effective PR strategies. [1] The Lithuanian LIONS Clubs District, with 36 Lions Clubs active in different cities across Lithuania and more than 800 members, is part of Lions Clubs International, the world's largest non-political social club organization. There are almost 50,000 Lions Clubs worldwide, with over 1.4 million members. Lions Clubs International operates through Lions Districts in different countries worldwide, comprising Lions Clubs in different cities and towns (local communities).
La presente investigación analiza la capacidad de las acciones de comunicación corporativa -en el contexto de la responsabilidad social- para generar confianza en el cliente y establecer un vínculo afectivo entre ambas partes, lo cual puede proporcionar a las empresas una situación competitiva superior. Para realizar dicho análisis se ha realizado un estudio cualitativo -mediante focus-group- y otro cuantitativo –mediante encuestas- sobre acciones de comunicación reales que han llevado a cabo empresas en el contexto de la sostenibilidad medioambiental. Los resultados muestran que cuando el público percibe un contexto informativo objetivo y coherente, alineado con el core business de la empresa ee favorece la creación de una relación de confianza afectiva consumidor-empresa. Y que, en el caso de percepción de desinformación, el impacto negativo sobre la confianza del cliente es elevada. El estudio presenta algunas limitaciones, como la no posibilidad de establecer causalidad en las relaciones encontradas y la necesidad de avanzar en los mecanismos subyacentes a dichas relaciones, si bien se corresponden con el carácter exploratorio del estudio. Los resultados tienen importantes implicaciones prácticas, ya que ponen de relieve la necesidad de alinear estratégicamente la comunicación con la identidad y la imagen corporativas.
Comunicación, Información y Tecnologías: Enfoques y Aplicaciones es una obra académica integral que aborda la convergencia entre la comunicación, la información y las tecnologías emergentes en contextos sociales, económicos y políticos. Publicada en su primera edición en 2025 por la Universidad de Guadalajara, a través del Centro Universitario de Guadalajara, esta compilación es el resultado de un proyecto de investigación colaborativo liderado por la Universidad de Guadalajara y la Universidad Complutense de Madrid, contando también con la participación de académicos de instituciones como la Universidad Autónoma de Barcelona, la Universidad de Colima, la Benemérita Universidad Autónoma de Puebla y la Universidad Politécnica Metropolitana de Puebla.
O artigo apresenta os discursos de diversidade, equidade e inclusão (DEI) nas organizações brasileiras como corpus de estudo para o (re)pensar dos enfoques teóricos de relações públicas (Simões, 1995). Parte-se do princípio que as narrativas organizacionais, construídas em prol da diversidade, articulam estratégias de comunicação com os públicos de interesse, e podem realçar representações culturais de estruturas sociais influenciadas pela dominação masculina e ausência de interseccionalidade. O objetivo é refletir sobre a convergência da teoria da função política de relações públicas com os discursos de DEI nas organizações. A metodologia vale-se de pesquisa documental e bibliográfica (Moreira, 2012), apoiada ao amparo teórico-metodológico da encenação dos discursos (Charaudeau, 2010) e do método da cena (Rancière, 2018), para a articulação de uma matriz teórica capaz de ser a lente de análises futuras sobre as (im)possibilidades das relações públicas neste ecossistema.
La desinformación glocal combina narrativas transnacionales con reinterpretaciones locales, lo que debilita la confianza ciudadana y dificulta la deliberación democrática. En este escenario, las Relaciones Públicas institucionales requieren equilibrar la gobernanza del mensaje (coherencia y trazabilidad) con la adaptación territorial para mantener credibilidad y participación. El estudio analiza las campañas del Parlamento Europeo en 2019 y 2024, centradas en la defensa de la democracia y desplegadas mediante una red de Oficinas de Enlace (EPLOs) que actúan como traductoras culturales. La investigación adopta un enfoque cualitativo con siete entrevistas a personas responsables de comunicación del Parlamento Europeo y análisis de materiales de campaña. El estudio se estructura en cuatro ejes: gobernanza del mensaje, rol de las EPLOs, estrategias audiovisuales y cooperación con terceros. Los resultados apuntan a una gobernanza más unificada en 2024, EPLOs que adaptan narrativas a sensibilidades nacionales, un giro audiovisual hacia relatos protagonizados por personas reales como señales de autenticidad y un refuerzo de materiales y voluntariado local frente a la desinformación. El caso del Parlamento Europeo ilustra así cómo la glocalización responsable puede convertirse en un recurso clave para sostener la credibilidad institucional y fortalecer la resiliencia democrática.
Durante la crisis provocada por la DANA en la Comunidad Valenciana a finales de 2024, se intensificó el debate público y la atención informativa en torno a la desinformación. Este artículo analiza la evolución del interés relativo de búsqueda en Google de los términos “bulos” y “fake news” en España y explora su relación temporal con la actividad de verificación desarrollada por la plataforma Maldita.es entre el 29 de octubre y el 15 de noviembre de 2024. Los resultados muestran que el término “bulos” alcanzó su valor máximo de interés relativo (100) el 8 de noviembre, mientras que “fake news” llegó a un valor de 18, los niveles más elevados registrados para ambos términos desde la pandemia de la COVID-19. En ese mismo periodo, Maldita.es publicó un total de 98 verificaciones, mayoritariamente vinculadas a narrativas desinformativas de alto impacto, entre ellas las relacionadas el parking centro comercial de Bonaire en el que supuestamente se encontraban gran cantidad de fallecidos. El análisis territorial del interés relativo de búsqueda revela una distribución diferenciada según comunidades autónomas. Mientras que el término “bulos” presenta una presencia amplia y relativamente homogénea en el conjunto del territorio español, el término “fake news” muestra una mayor heterogeneidad regional, con valores proporcionalmente más altos en comunidades como Cataluña, el País Vasco y Cantabria. Aunque el análisis de varianza (ANOVA) identifica diferencias estadísticamente significativas en ambos términos dentro del conjunto de datos analizado, solo en el caso de “fake news” se observa una diferenciación territorial más marcada. En conjunto, los resultados sugieren la existencia de preferencias terminológicas regionales en la forma de buscar y conceptualizar la desinformación en contextos de crisis, y subrayan la utilidad de enfoques exploratorios para detectar patrones de atención informativa, así como la importancia de estrategias de verificación y comunicación adaptadas territorialmente en situaciones de emergencia.
