SUSTAINABLE COMMUNICATION AND 2.0 SOCIETY: ODDITIES DERIVED FROM A THREE-DECADE RELATIONSHIP

• Published in: SEECI 2000 2020-11 (53), p.37-50
• Main Author: Vico, Eva Aladro
• Format: Article
• Language: English
• Subjects: Communication; Conditioning; Deception; Feedback; Internet; Lobbying; Politics; Social factors; Social networks; Social responsibility; Society; Sustainability
• ISSN: 1575-9628; 1576-3420
• DOI: 10.15198/seeci.2020.53.37-51

DEVELOPMENT Para que un hecho sea reconocido por el público, es preciso que algo esté presente en los medios (o en las Redes, como nos recuerda Caldevilla (2014, p. 1286): We have already mentioned that Social Networks are one more channel, but that they facilitate citizen participation in public affairs, allowing a more direct and healthy democracy even if this was not its original objective, because "...Social Networks are born as a meeting of people, known or unknown, who will interact with each other, redefining the group and providing feedback" but given their ability to influence, we will also agree that ".thanks to the Internet and Social Networks, behavior can be modified, new movements of opinion, political parties, and protest platforms be created, promote demonstrations, create support groups for specific causes, or manage to create a fashion that generates the consumption of a certain product. The problem has now spread, as Caldevilla (2013, p. 40) also points out in his works on infoxication: [...]infoxication", or the intoxication of information by overabundance, is a formula for the intellectual intoxication produced by an excess of information, which, paradoxically, does not help but distorts. [...]today there are companies specialized in positioning their clients' websites in the top positions of search engines such as Google, Bing, or Baidu. Diderot stated in his Encyclopedia in 1772 that as the centuries continued to unfold, he could predict that there would come a time when it would be almost impossible to learn anything since any fragment of the truth would be hidden in an immensity of bound volumes International authors also point out this very serious problem that is marking the development of the digital society 2.0: as Sinan Aral and his fellow researchers indicate (Soroush, 2018), the entire digital communication system of networks works to generate the most perfect deception -thus in the new Deep Fakes and Fake news-, in such a way that toxic communication, designed for emotional manipulation and for what Lanier (2018) calls the cognitive conditioning of individuals, conspire and become the axis of unsustainable growth of the communicative sphere, in that set of elements that favors an unsustainable development of the social system.