Acceso usuarios
Lluís Costa i Fernández, Adrià Vidal, Dídac Puig López
En este trabajo se estudian aquellas técnicas de relaciones públicas más adecuadas para lograr un cambio en la opinión pública en la actualidad, del mismo modo que Edward Bernays lo demostró posible ahora hará un siglo. Aun así, el paradigma comunicativo ha sufrido grandes cambios desde entonces, por lo cual la viabilidad de la gesta, así como las herramientas por alcanzar-la, han requerido una revisión. El estudio ha sido estructurado basándose en ciertos paralelismos relacionados con la campaña "Antorchas de la libertad", pero enfocándolo a desmontar un tabú social vigente hoy en día: el uso de productos cosméticos por parte del sector masculino. El objetivo principal ha sido investigar aquellos frenos basados en pautas sociales, que limitan el consumo y privan a las compañías especializadas en el sector de un gran público potencialmente objetivo. Por consiguiente, el trabajo ha verificado la existencia de este tabú social, ha validado la todavía vigente capacidad de influir de las campañas comunicativas, y ha estudiado aquellos casos que se han mostrado exitosos a la hora de modelar la opinión pública. Para concluir en la elaboración de un listado con las técnicas más indicadas para triunfar en tal propósito, y finalmente aplicarlas en una breve aproximación al tópico seleccionado.
This study is inspired by the famous works on social influence carried out by the illustrious Edward Bernays, focused on the persuasion of public opinion. Taking as a reference one of the author's multiple campaigns, the work raises the feasibility of obtaining equivalent results in the current communicative context, with the aim of determining the most appropriate techniques to achieve this purpose.
The research has been segmented into a total of 3 phases, each designed to achieve a partial objective. Firstly, the 'state of public opinion regarding the use of cosmetics by men' is studied. Secondly, the plausibility of significantly influencing public opinion through communication campaigns. And in the last phase, the techniques employed have been shown to be the most appropriate in achieving this goal.
The work deals with an object of study of capital relevance, since it provides a theoretical approach, as well as a practical application, to a crucial topic in the communicative field. The interest in deliberately impacting public opinion resides in the highest purposes of many entities, especially in a social and economic context where the general public has come to occupy the position of power.
The document presents a structure designed to lead the reader through the different stages of the study. This journey begins with the research approach, where the author's motivations and objectives are presented. This is followed by the background, conceptualizations and approaches relevant to the theoretical framework. The practical process of the research is formulated in the methodology section, and finally, the results and conclusions reached are announced.
In this way, the work proposes a hypothetical emulation of such a campaign, dealing with a current political topic, with the aim of studying which updated communicative techniques would be needed to influence public opinion in contemporary society. All in pursuit of obtaining a large-scale economic benefit. The study is intended to serve as a reference, a first approach to the topic, as well as a precedent for a possible large-scale review in the future.
On the other hand, this paper studies those public relations techniques best suited to achieve a change in public opinion today, in the same way that Edward Bernays proved possible a century ago. Even so, the communication paradigm has undergone great changes since then, so that the feasibility of the goal, as well as the tools to achieve it, have required a revision. The study has been structured based on certain parallels related to the "Torches of Freedom" campaign, but focused on dismantling a social taboo that is still in force today: the use of cosmetic products by the male sector. The main objective has been to investigate those brakes based on social behaviours, which limit consumption and deprive companies specialized in the sector of a large potential target audience. Consequently, the work has verified the existence of this social taboo, validated the still existing capacity of communication campaigns to influence, and studied those cases that have proven to be successful in shaping public opinion. To conclude with the elaboration of a list of the most suitable techniques to succeed in this purpose, and finally to apply them in a brief approach to the selected topic.
