Compromiso corporativo e inclusión social de adultos vulnerables De la conciencia empresarial e institucional al valor de marca y la participación ciudadana

Contenido del artículo principal

Carmen Llorente Barroso
http://orcid.org/0000-0001-7710-0956
João Luis Anzanello Carrascoza
https://orcid.org/0000-0003-0279-2120
Ivone Ferreira Ferreira
https://orcid.org/0000-0003-3283-2373

Resumen

La importancia que progresivamente han adquirido el envejecimiento y la discapacidad en las sociedades desarrolladas ha motivado iniciativas que procuran despertar y/o fortalecer el compromiso corporativo e institucional con la inclusión de los adultos vulnerables. Para alcanzar este propósito es imprescindible eliminar los estereotipos negativos sobre la vejez y la discapacidad, así como romper las diferentes barreras de exclusión que frenan la participación ciudadana de colectivos afectados por tales estigmas. En esta línea, los objetivos de desarrollo sostenible (ODS) han impulsado marcos normativos e iniciativas corporativas encaminadas hacia la inclusión de los públicos más vulnerables. Sin embargo, no siempre existe consonancia entre el sector privado, el ámbito institucional y los ciudadanos para poder desarrollar una estrategia integral que conduzca a la deseada plena inclusión. La innovación tecnológica y la digitalización parecen tener un papel determinante en el camino hacia la integración social de seniors y personas con discapacidad, si bien, estos grupos sociales suelen verse especialmente afectados por brechas digitales que amplifican sus desigualdades y limitan todavía más su participación socio-política. Este monográfico busca impulsar un mayor conocimiento sobre los diferentes aspectos estratégicos que permitan a empresas, instituciones y administraciones avanzar en políticas orientadas a la plena inclusión de los adultos vulnerables en la era digital. De esta forma, se pretende contribuir al diseño y a la implementación de modelos holísticos que, utilizando el valor de la tecnología, mejoren la situación de estos segmentos poblacionales bajo la perspectiva que delinea el win-win.

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Detalles del artículo

Cómo citar
Llorente Barroso, Carmen, João Anzanello Carrascoza, y Ivone Ferreira. 2023. Compromiso Corporativo E Inclusión Social De Adultos Vulnerables. Revista ICONO 14. Revista Científica De Comunicación Y Tecnologías Emergentes 21 (1). https://doi.org/10.7195/ri14.v21i1.1982.
Sección
COMPROMISO CORPORATIVO E INCLUSIÓN SOCIAL
Biografía del autor

Carmen Llorente Barroso, Universidad Complutense de Madrid / Departamento de Ciencias de la Comunicación Aplicada (CAP) (España).

Profesora (Acreditada Titular por la ANECA en 2016) del Departamento de Ciencias de la Comunicación Aplicada, en la Facultad de Ciencias de la Información de la Universidad Complutense de Madrid (UCM). Doctora en Publicidad y Comunicación Audiovisual por UCM, ha sido y es investigadora en varios proyectos con financiación pública y/o privada. Además, ha publicado diversos artículos en revistas indexadas, participando con regularidad en congresos nacionales e internacionales. Sus líneas de investigación se focalizan en el análisis del sector publicitario y en el estudio de las claves estratégicas y creativas para garantizar una comunicación eficaz de las marcas, especialmente, orientada a públicos vulnerables (seniors y personas con discapacidad). Miembro de los equipos investigadores de H2019/HUM-5775 (PROVULDIG2-CM), CSO2015-66746-R, S2015/HUM-3434 (PROVULDIG-CM), R14 (Icono14) y CEU-CITEC, compagina sus labores docentes en la UCM con las investigadoras. Su labor investigadora se ha reconocido con la evaluación positiva de dos sexenios de investigación (2009-2014; 2015-2020) por parte de la CNEAI.

João Luis Anzanello Carrascoza, Escola Superior de Propaganda e Marketing (ESPM), Sao Paulo, Brasil

Graduado en Publicidad por la Escuela de Comunicaciones y Artes (1983), tiene un Máster (1999) y un Doctorado (2003) en Ciencias de la Comunicación por la Universidad de São Paulo, donde ha sido profesor de Escritura Publicitaria desde 1990. También es profesor del Programa de Postgrado en Comunicación y Prácticas de Consumo de la Escola Superior de Propaganda e Marketing (SP). Realizó un postdoctorado en la Universidad Federal de Río de Janeiro (2014) sobre la interfaz de la publicidad y la literatura. La comunicación es su área de investigación, con énfasis en los procesos retóricos y el análisis del discurso publicitario. Es escritor y ha publicado colecciones de cuentos y novelas, así como obras para niños y jóvenes, que le han valido algunos de los más importantes premios literarios de Brasil: Jabuti, Guimarães Rosa/Radio France Internationale, Fundação Biblioteca Nacional, Fundação Nacional do Livro Infantil e Juvenil y Associação Paulista dos Críticos de Arte.

Ivone Ferreira Ferreira, Universidad Nova de Lisboa (NOVA FCSH)/ Departamento de Ciencias de la Comunicación, Facultad de Ciencias Sociales y Humanas (Portugal). Centro de Investigación ICNOVA.

Investigadora del Centro de Investigación ICNOVA en el área de Comunicación Estratégica y Organizacional y publica en las áreas de relaciones públicas, alfabetización publicitaria y comunicación de interés público. Profesora Adjunta de Comunicación Estratégica en la Universidad Nova de Lisboa, Portugal, la tesis doctoral de Ferreira (2012), en Ciencias de la Comunicación, se centra en el lenguaje persuasivo de la publicidad en la televisión. Directora de Rhetorikê, revista digital de Retórica, es crítica en varias revistas científicas nacionales e internacionales. En 2019 fue editora invitada de la revista Media & Jornalismo (nº 34), en un monográfico dedicado a publicidad. Coordina el Grupo de Trabajo de Publicidad de SOPCOM - Asociación Portuguesa de Ciencias de la Comunicación (2019-2022). Fue la Coordinadora Organizativa del Congreso de SOPCOM en septiembre de 2021 en Lisboa, y miembro del comité organizador y científico de la Preconferencia ECREA 2020 sobre Comunicación Estratégica.

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