Resumen mesa redonda: “Activismo en la Red: nuevas reglas del juego en la movilización social”.

Los alumnos del PDAP visitan la Embajada de Estados Unidos
1 marzo, 2013
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2 marzo, 2013
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Resumen mesa redonda: “Activismo en la Red: nuevas reglas del juego en la movilización social”.

El pasado 21 de febrero tuvo lugar en la Universidad Pontificia Comillas (ICADE) la sesión del Aula de Liderazgo Público “Activismo en Red: nuevas reglas del juego de la movilización social” en la que expertos en medios digitales y redes sociales, analizaron el poder de la comunicación online en el escenario social actual.

La segunda mesa redonda del año contó con la participación de Mario Tascón, especialista en medios digitales y redes; Yolanda Quintana,  especialista en comunicación y movimientos sociales; Carlos Salas, Director del diario lainformacion.com e Ícaro Moyano, Dircom de Kuapay Europa; y fue moderada por Daniel Ureña, Socio-Director de MAS Consulting Group.

Mario Tascón, co-autor junto con Yolanda Quintana del libro Ciberactivismo: La revolución de las multitudes conectadas, destacó el cambio que se está desarrollando en el sistema mediático, donde se han incluido nuevos actores de relevancia y convergen los viejos y LOS nuevos tiempos: “Hoy en día cualquier persona, sin entrenamiento, tiene en sus manos la capacidad de influir”. “Mientras algunos siguen necesitando a los viejos medios para tener repercusión, Internet reclama la credibilidad del estabishment tradicional”, apuntó.

En esta línea de confluencia de tiempos, Yolanda Quintana destacó el proceso de democratización que están experimentando las herramientas tecnológicas y que permiten nuevas formas de actuación: “Hay un mundo viejo que converge con el actual donde el activismo emergente busca su legitimidad”. “En virtud de la democratización de las herramientas, cualquier persona puede ser activista”, subrayó. La especialista en movimientos sociales hizo hincapié también en la posibilidad que ofrecen las herramientas móviles para organizarse de forma espontánea y adelantó que “los grandes retos van a girar en torno a las diferentes posibilidades de la tecnología”.

Para Carlos Salas, la diferencia principal del activismo actual respecto a los anteriores métodos de movilización es que “consigue llegar a más gente con menos esfuerzo”. “La capacidad de las redes sociales es enorme en la movilización, un enfado personal se convierte en colectivo sin esfuerzo”, añadió, “quien no entienda el poder de las redes sociales no entiende la realidad del mundo occidental”.

Según Ícaro Moyano, los nuevos sistemas de comunicación han cambiado los objetivos y las causas de las movilizaciones: “Con las redes sociales ya no perseguimos causas generales sino que prenden incendios causas pequeñas”. “Se ha perdido el concepto de comunidad y volvemos a centrarnos en lo local, que es con lo que nos identificamos. Actualmente, las causas se han atomizado y el compromiso es leve”, señaló. Por otra parte, Moyano animó a tomar conciencia de la inseguridad que reina en las plataformas virtuales e hizo referencia a la necesidad de interpretar los datos para tomar decisiones acertadas en los planes de comunicación online, donde, según dijo, “el análisis de los datos ha sustituido al instinto”.

Daniel Ureña, Coordinador del Aula de Liderazgo, presentó al final de la sesión la 8ª edición del Postgrado de Dirección de Campañas (PDC), que ha formado ya a más de un centenar de candidatos, directores de campaña, consultores, asesores, jefes de prensa, directores de gabinete, periodistas, etc. y comienza el 12 de abril.

Puede ver las fotos del evento en el canal de Flick de MAS Consulting y en Facebook.

Para más información sobre el PDC: aquí

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