Isidoro Arroyo Almaraz

La Comunicación en Redes Sociales: Percepciones y Usos de las Ong Españolas

The aim of the current investigation is to discover the perceptions and uses of Social Networks for Spanish NGOs. Two research lines have been stated, a quantitative one based on a poll, and another one qualitative and based on the pro/con valuation of two designed groups. The role of Social Networks in the communication plan of the NGOs has been analyzed, foreseeing the possible upcoming needs. The scope of the reference analysis includes aspects of creativity and innovation in the message release, as well as the measure methodologies optimization within the Social Networking.

Efectos no deseados por la comunicación digital en la respuesta moral

Se investiga como la comunicacion mediada por tecnologias digitales modifica la respuesta moral de los usuarios, y por tanto, varia el capital social. Se disena y realiza un experimento con 196 sujetos que se sirve de una adaptacion de diseno propio del «Defining Issues Test» en papel, a partir de la version espanola, sobre una muestra representativa del universo de sujetos que se han socializado con Internet. Se valida la adaptacion del test sometiendolo a juicio por un panel de expertos, se amplia el mismo a otros dos formatos digitales audiovisuales diferentes: con imagenes reales de personas o con imagenes virtuales de personas a traves de animacion, y se comprueba si la inteligencia fluida de los sujetos es significativa en la modificacion de la respuesta moral. Los resultados confirman las hipotesis y demuestran que la calidad de la respuesta moral disminuye cuando se usan tecnologias digitales respecto a cuando se usa papel y lapiz. Esta diferencia es mayor cuando se usan imagenes virtuales de personas a traves de animacion que cuando se usan imagenes audiovisuales de personas reales. En todos los casos la inteligencia fluida es un atenuante de estas modificaciones.The current paper is based on the hypothesis that communication through the new digital technologies modifies the moral response of users, and therefore reduces social capital. This approach has been contrasted by designing and conducting an experiment (N=196) using our own adaptation of the Spanish version of the Defining Issues Test on subjects who have been socialized by Internet and who constitute the representative samples of this study. This test on paper was adapted to our research following an expert validation procedure and then transferred onto two types of digital audiovisual formats. Finally, The use of digital communication technologies and students’ fluid intelligence response were evaluated in order to establish whether their response was significant and if it modified moral response. The results confirm the hypothesis and show that the quality of moral response decreases when digital technologies are used instead of pencil and paper. This difference is greater when virtual images of people designed by animation are used rather than visual images of real people. In addition, the results show that fluid intelligence mitigates these modifications.The current paper is based on the hypothesis that communication through the new digital technologies modifies the moral response of users, and therefore reduces social capital. This approach has been contrasted by designing and conducting an experiment (N=196) using our own adaptation of the Spanish version of the Defining Issues Test on subjects who have been socialized by Internet and who constitute the representative samples of this study. This test on paper was adapted to our research following an expert validation procedure and then transferred onto two types of digital audiovisual formats. Finally, The use of digital communication technologies and students’ fluid intelligence response were evaluated in order to establish whether their response was significant and if it modified moral response. The results confirm the hypothesis and show that the quality of moral response decreases when digital technologies are used instead of pencil and paper. This difference is greater when virtual images of people designed by animation are used rather than visual images of real people. In addition, the results show that fluid intelligence mitigates these modifications.