Neurocommunication for gender paradigm change at a social scale
- Almudena Barrientos-Báez Universidad Complutense de Madrid https://orcid.org/0000-0001-9913-3353
- David Caldevilla-Domínguez Universidad Complutense de Madrid https://orcid.org/0000-0002-9850-1350
- Teresa Piñeiro-Otero Universidade da Coruña https://orcid.org/0000-0001-6414-2700
Abstract
Introduction and objectives. The goal of feminist communication is to win over hearts and minds for the cause of equality. However, despite aiming to be a cross-cutting concept in society -and to a large extent it already is- it has become entangled in political polarization due to its confrontation with deeply ingrained and challenging-to-overcome prejudices. Methodology. In this text, a reflection supported by bibliographic reviews of expert sources, primarily academic papers and monographs, has been carried out to understand these prejudices and determine if it would be possible to leverage the science of neurocommunication to overcome them. Results and conclusions. Through this, it has been possible to determine that the phenomena of feminism and anti-feminism have a more socially cross-cutting nature than what the dominant narrative dictates, and therefore the means employed in their communicative treatment must address this. By seeking high-impact personal strategies, often in opposition to those of broad social impact, and by seeking narratives and media that replace preconceptions with post-conceptions: real and influential experiences that keep in mind the multiplicity of perceptions from different audiences and the necessity to involve all possible parties in solving the larger issue of the transversal social inequality faced by women.
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Author Biographies
Complutense University of Madrid (Faculty of Information Sciences - Department of Communication Theories and Analysis) almbarri@ucm.es
Advisor to the Vice-Rector's Office for Research and Transfer to support the development of lines of action at the Complutense University of Madrid (UCM). Professor at the Faculty of Information Sciences. Department of Communication Theories and Analysis. Doctor with Cum Laude international mention in Education (Univ. Camilo José Cela). She was director of the Enabling Master's Degree in Teacher Training (European University of Madrid). Master in Protocol Management, Production, Organization and Design of Events - COMMUNICATION area - (Univ. Camilo José Cela) and Master in Tourist Accommodation Management (Univ. Girona). Degree in Tourism (Univ. of La Laguna) and Diploma in Teaching (Univ. Valencia).
Member (Academic) of the Academy of Television and Audiovisual Sciences and Arts. https://www.academiatv.es/academicos/
Vice President of the Spanish Association of Scientific Film and Image (ASECIC).
Director and presenter of the DtúAtú Spaces: interviews developed for 3 years at the Faculty of Information Sciences of the UCM with relevant personalities from the area of Communication such as Diego López Garrido, Remedios Cervantes, Jorge Valdano, Pedro Piqueras...
Director of the academic journal Sciences of Communication and Information (HISIN) C1 in DIALNET Metric Communication and of the academic journal Comunicación y Salud (Complutense University of Madrid) C2 in DIALNET Metric Communication. Director of three International Congresses in the area of Communication
Her research work is linked directly and also transversally to Neuromarketing, Neurocommunication, Gender, Social Networks, Communication, PR and ICT. Index h 22.
She is part of the Public audiovisual media project in the platform ecosystem: management and evaluation models of the reference public value for Spain, (PID2021-122386OB-I00), funded by the MCIN, AEI and FEDER, EU. Ministry of Science and Innovation. IP1 Miguel Túñez and IP2 Francisco Campos.
She is part of the research team of the RTVE Chair of the University of Santiago de Compostela on Public Service Media in Europe.
Member of the Research Team: Communication and Education Office. Department of Journalism and Communication Sciences of the UAB.
She is part of the 2022-2023 Innova-Teaching Innovation Project. Project No. 242 Strategies to promote University-Business communication and promote the employment of students throughout their educational career.
She is part of the CONCILIUM research group (931,791) of the Complutense University of Madrid, “Validation of communication models, neurocommunication, business, social networks and gender.”
She is part of the Research Group on creation and psychosocial and cultural effects of audiovisual discourse (940,350) of the Complutense University of Madrid.
She is part of the RTPE project (European Public Radio Television) and the VALCOMM project (Public audiovisual media in the ecosystem of platforms: management models and evaluation of the reference public value for Spain).
It is part of the (micro) Machismos project. A project of the Feminisms 4.0 Depo-Uvigo Chair (2021 call). Mulleres pontevedresas on the network. Analysis of discourse, micromachismos and hate speech on Twitter.
She was co-host of the weekly program “Miceando, Turismo en Radio” for two years. Activate Radio.
He was part of the working group of the Competitiveness Monitor project of the Island of Tenerife: Economic Development and Sustainability (File 069-2020). IP1 Eduardo Parra López.
She was a researcher at the Chair of Education in Emerging Technologies, Gamification and Artificial Intelligence at the Pablo de Olavide University in Seville. Promote an integrated system of research, training, information and dissemination activities in Education and Technologies (EduEmer).
She was part of the New values, governance, financing and public audiovisual services for the Internet society: European and Spanish contrasts (RTI2018-096065-B-I00) research project of the State R&D&I Program aimed at the Challenges of Partnership of the Ministry of Science, Innovation and Universities (MCIU), State Research Agency (AEI) and the European Regional Development Fund (ERDF). IP1 Francisco Campos Freire. IP2 Miguel Túñez López.
She was an associate researcher of the research project Ring of Research in Social Sciences and Humanities, code SOC180045, entitled: “Converging Horizons: Production, Mediation, Reception and Effects of Representations of Marginality”, according to Res. Affecta Nº 025 dated November 22, 2018 and Res. Ex. No. 2000-136 dated December 27, 2018. 305 thousand Euros during the 3 years; University of La Frontera as Main Institution.
Catedrático y Licenciado y Doctor en Ciencias de la Información, (Comunicación Audiovisual por la U. Complutense). Diplomado en Magisterio (U. de Zaragoza). Dos Sexenios (2006-2018). Docente en: U. Complutense, U. Europea de Madrid, IED, ESERP e IPAM (Oporto -Portugal-). Con más de 20 asignaturas. Ponente y conferenciante en diversos cursos y profesor en varios títulos propios (Telemadrid, Walter & Thompson, McCann…). Secretario General de la Sociedad Española de Estudios de Comunicación Iberoamericana (SEECI), del “Fórum Internacional de la Comunicación y Relaciones Públicas” (Fórum XXI) y de “Historia de los sistemas de información” (HISIN). Investigador Principal (I.P.) del Grupo Complutense de Investigación ‘Concilium’ con nº 931.791. Investigador en más de 15 proyectos de investigación oficiales. Autor de más de 100 artículos científicos en revistas arbitradas, de más de 55 capítulos de libros y de 6 libros completos: Asturias y La Rioja, una historia común, El sello de Spielberg, Cultura y Relaciones Públicas, Manual de Relaciones Públicas, Las Relaciones Públicas y su fundamentación y La cara interna de la comunicación empresarial. Director de 9 tesis doctorales. Miembro de comités científicos en numerosos congresos y revistas científicas internacionales. Ponente en más de 120 congresos internacionales. Firma invitada en diversas publicaciones y Tertuliano radiofónico en COPE, RADIO INTERECONOMÍA y GESTIONA RADIO. ‘Medalla al mérito profesional’ por la revista “Actualidad económica” y premio a la excelencia docente por EXIBED.
Teacher at the University of Coruña and member of the Center for Gender and Feminist Studies (CEXEF). As part of a research team at this Center we are developing a project on uses of time in the city of A Coruña, financed by the City Council.
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