Axiologia de la comunicación
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Axiologia de la comunicación

Axiologia de la comunicación


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About the Book

En la era de la desinformación, vale la pena buscar referencias sólidas que sitúen adecuadamente el papel de los medios en la vida social. George Gerbner fue uno de los pioneros de la investigación de los medios. En 1956 formuló su modelo general de la comunicación en el que ponía el énfasis en la generación de conocimiento, situando así la comunicación pública en las antípodas de la desinformación. Gerbner concibe la comunicación como el encadenamiento de las acciones libres de percibir y expresar la realidad, de manera que "las creencias verdaderas reflejen puntos de vista válidos y los presenten a través de medios y formas efectivas". Esa dinámica generadora del conocimiento, que anticipa la teoría del cultivo que Gerbner y sus colaboradores formularían años después, precisa de la participación de los gobiernos para promover la libre selección de contenidos, de las artes para hacer la verdad más creíble y de la ciencia para hacer las creencias más verdaderas.
El libro Axiololgía de la comunicación. Aplicación del modelo general de la comunicación de George Gerbner al caso del tabaco: de la legitimidad a la proscripción ofrece un análisis interdisciplinar que combina los estudios de la comunicación con la axiología, o teoría de los valores, para abordar la percepción social del tabaco desde su aceptación hasta su eventual proscripción.
A través de un enfoque teórico basado en el modelo de Gerbner, la obra explora los problemas epistemológicos en el estudio de la comunicación, centrándose en cómo el conocimiento público, como un valor central, ha influido en la percepción y el tratamiento del tabaco a lo largo del tiempo, desde su "descubrimiento" hasta el surgimiento de controversias médicas y movimientos anti-tabaco.
Este trabajo estudia cómo diversos actores, desde científicos y gobiernos hasta medios de comunicación y la industria tabacalera misma, han participado en la construcción y modificación de la imagen pública del tabaco.
El lector encuentra también una reflexión sobre la interacción de la evidencia científica y las políticas públicas con los medios para consolidar un cambio en la percepción pública del tabaco, el conocimiento al que se refiere George Gerbner en su modelo.


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Product Details
  • ISBN-13: 9798338736838
  • Publisher: Amazon Digital Services LLC - Kdp
  • Binding: Paperback
  • Language: Spanish
  • Returnable: N
  • Sub Title: Aplicación del modelo general de la comunicación de George Gerbner al caso del tabaco: de la legitimidad a la proscripción
  • Width: 127 mm
  • ISBN-10: 833873683X
  • Publisher Date: 25 Sep 2024
  • Height: 203 mm
  • No of Pages: 118
  • Spine Width: 6 mm
  • Weight: 177 gr


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