+ Descargar - Asociación de Investigadores en Relaciones Públicas

# A6
Emilia Smolak-Lozano: Relaciones Públicas en las redes sociales
de la publicity online e indica los errores y consejos en la construcción de publicity online para
usuarios de la red social.
Además, el texto aporta recomendaciones para el uso de las relaciones públicas online según Holtz,
dando la definición de medios sociales y redes sociales, así como el marco teórico del concepto
dramatúrgico de Goffman para definir la identidad online como parte de la publicity online. Habla
también sobre el modelo hiperpersonal en CMC de Walther. La investigación concluye con el uso de
los modelos de relaciones públicas y publicity en Facebook y sus características más frecuentes, al
igual que su utilidad científica.
Palabras clave
Publicity online, relaciones públicas online, redes sociales, identidad online, modelo de Grunig, la
comunicación digital, web 2.0
Abstract
The text aims to examine the models, the strategies, the dimensions and the tools of online public
relations and publicity pursued by private users of Facebook. The analysis starts with the paradigm of
communicative rationality of Habermas and the paradigm of public relation from the School of Paris
since both are focused on social aspects of communication. The text provides the definition of public
relations in terms of trust in the case of virtual reality. It is a study of the usage of the model of public
relations that is a combination of two models elaborated by Grunig: the press agent and symmetric
one modified in order to adjust to the new reality 2.0. It is the study of the model of publicity of
Snow, Athleide, Elliot and Goban-Klas in the virtual environment of social networks. It contains an
evaluation too that refers to the process of online publicity‟s construction and results in the indication
of the mistakes and recommendations for the users of social network in the future construction of
online publicity. It provides the advices about the usage of online public relations according to Holtz.
Moreover, it contributes with the definitions of the social media, the social network and with the
theoretical perspective of the drama concept of Goffman as far as online identity is concerned. There
is mentioned the hyperpersonal model by Walther in CMC. The investigation concludes the usage of
both models of public relations and publicity on Facebook and lists its more frequent characteristics
confirming its scientific utility.
ACTAS ICONO 14 - Nº A6 – pp. 328/353 | 05/2011 | REVISTA DE COMUNICACIÓN Y NUEVAS TECNOLOGÍAS | ISSN:
1697–8293
C/ Salud, 15 5º dcha. 28013 – Madrid | CIF: G - 84075977 | www.icono14.net
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