La exclusión social en el marco de la comunicación para el desarrollo y el cambio social. Un análisis del tratamiento de la inclusión social en campañas de servicio público sin ánimo de lucro
Keywords
Inclusión; exclusión; comunicación; publicidad; cambio socialInclusion; exclusion; communication; advertising; social change
Inclusão; exclusão; comunicação; publicidade; mudança social
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Este trabajo pretende ubicar el concepto de comunicación inclusiva en el marco de la comunicación para el desarrollo y el cambio social. Se recogen y analizan las referencias a la inclusión social en los textos fundacionales de la comunicación para el cambio social. Se plantean las implicaciones del concepto de comunicación inclusiva y se aportan ejemplos en el ámbito de la comunicación publicitaria social. Se presentan los resultados de un análisis sobre el tratamiento de la inclusión-exclusión social en 91 anuncios gráficos. Como conclusiones, se muestra la escasa importancia que la inclusión social tiene en el ideario de los documentos programáticos de la comunicación para el desarrollo y el cambio social. Se comprueba el liderazgo de las ONG como emisores y la hegemonía noroccidental en la producción del discurso solidario. Se demuestra la exclusión discursiva sobre la propia exclusión social tanto en la programática como en la praxis de la comunicación para el cambio social. Se demuestra la escasa representación visual y verbal de las personas en situación de exclusión social en el conjunto de las campañas con fines solidarios. Se destaca el enfoque basado en el problema y el discurso moral como estrategia de implicación de los públicos.This paper focuses on situate the concept of inclusive communication in the frame of the communication for development and for social change. References to social inclusion of the founding texts of these theories are collected and analyzed. We reflect on the implications of the concept of inclusive communication, contributing with examples in the particular area of the social advertising communication. The results of the analysis on presence and treatment of social inclusion/exclusion are presented, over a sample of 91 graphic advertisements. As main conclusions, we noted the little relevance of social inclusion in the thinking of the program documents of communication for development and for social change: the leadership of NGOs as issuers of these campaigns, and the north-western hegemony in the production of solidary speech. There is a “discursive exclusion” of the social exclusion topic, both in theory and in practice of communication for social change. So, the poor visual and verbal representation of people in social exclusion in the whole of campaigns with solidarity purposes, is evidenced. It stands out the approach based on the problem rather than the solution, and the use of moral discourse as a strategy to involve the audience.
Este trabalho pretende situar o conceito de comunicação inclusiva no marco da comunicação para o desenvolvimento e a mudança social. Recolhem-se e analisam as referências à inclusão social nos textos fundacionais da comunicação para a mudança social. Se apresentam as implicações do conceito de comunicação inclusiva, aportando exemplos no âmbito da comunicação publicitária social. Se apresentam os resultados de uma análise sobre o tratamento da inclusão/exclusão social em 91 anúncios gráficos. Como conclusões, se mostra a escassa importância que a inclusão social tem no ideário dos documentos programáticos da comunicação para o desenvolvimento e a mudança social. Comprova-se a liderança das ONGs como emissores e a hegemonia noroeste na produção do discurso solidário. Se constata a exclusão discursiva sobre a própria exclusão social tanto na programática como na práxis da comunicação para a mudança social. Comprova-se a escassa representação visual e verbal das pessoas em situação de exclusão social no conjunto das campanhas com fins solidários. Destaca o enfoque baseado no problema, e o discurso moral como estratégia de implicação dos públicos.
Date
2017-01-01Type
info:eu-repo/semantics/articleIdentifier
oai:Revistas-UR-CO:article/4554https://revistas.urosario.edu.co/index.php/disertaciones/article/view/4554
10.12804/revistas.urosario.edu.co/disertaciones/a.4554
Copyright/License
Copyright (c) 2016 Anuario electrónico de estudios en Comunicación Social "Disertaciones"Collections
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