Mediaciones Sociales. Revista de Ciencias Sociales y de la Comunicación (ISSN-e 1989-0494) is an annual journal for academics, researchers and professionals in the field of social mediation. It is a publishing project from the Complutense University of Madrid's Research Group on Social Identities and Communication.
In order to support the global exchange of knowledge, the journal Mediaciones Sociales is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.
Mediation as an intervention strategy in situations of loneliness among older people
Introduction: Loneliness in older adults is a complex social phenomenon with significant repercussions for their social and emotional well-being. This study addresses mediation as an intervention strategy in situations of loneliness, exploring its potential to promote connections, strengthen support networks, and encourage the active participation of older adults in making decisions about their own wellbeing. Method: The research was conducted using a qualitative paradigm, through 15 in-depth interviews with older adults aged 67 to 89, in a intentionally sample from rural and urban areas, in order to understand the experiences and meanings associated with the use of mediation in these contexts. The data were analyzed using Atlas.ti software, which provided added value by allowing a systematic and visual exploration of the participants’ most significant narratives and identifying emerging categories related to communication processes, emotional management, and the reconstruction of social relationships. Results: The results show that mediation fosters spaces for dialogue and recognition of intergenerational relationships, contributing to a reduction in feelings of loneliness and the strengthening of relationships. It is concluded that mediation can be an effective tool in the social practice of addressing loneliness in old age, provided it is applied to the specific characteristics of this population group. Discussion: The study highlights the potential of mediation to address loneliness in old age and resolve underlying social conflicts by creating the right conditions for dialogue, active listening and the rebuilding of social ties within a culture of dialogue and peace, thereby opening up new avenues and perspectives in this field of intervention. Likewise, Spanish gerontological mediation must incorporate the professionalisation of Anglo-Saxon models and Nordic autonomy into its interventions, whilst always respecting rural community identity to ensure dignified ageing with legal certainty. Translated with DeepL.com (free version).
Perceptions and challenges of scientific dissemination at the university: an analysis from academic researchers
Scientific dissemination constitutes a fundamental axis in the relationship between science and society, enabling academic knowledge to be brought closer to diverse audiences in an accessible and understandable way. However, its effective practice within the main research-producing centers in Spain largely depends on the perception and attitudes of their staff toward this work, as well as on the institutional approach and recognition it is given. This study analyzes the perception of scientific outreach at the University of Valladolid (UVa) through a questionnaire administered to 312 researchers at different career stages. The results show that, although the majority of staff value outreach as an important activity for both society and the university—over 95%—there is a gap between this positive assessment and actual participation in outreach activities. Only 26% engage in outreach frequently, with the main barriers being lack of time, limited academic recognition, and weak institutional support. Additionally, there is a low level of awareness and involvement with UVadivulga, the university’s Scientific Culture and Innovation Unit (UCC+i), reinforcing the hypothesis that the absence of a unified outreach plan hinders its coordination and effectiveness.
Perception of mental health and barriers to accessing mental health services among a group of older adults in the rural community of San Lorenzo, Manta – 2024
The study aimed to characterize perceptions of mental health and access to mental health services among older adults in the rural community of San Lorenzo, Manta. A qualitative approach based on Grounded Theory was employed, using in-depth interviews and a focus group involving 24 cognitively healthy older adults. Findings revealed a functional view of mental health, linked to the ability to perform daily tasks and maintain emotional well-being through spiritual practices and ancestral medicine. Cultural and generational barriers were identified as limiting access to conventional services, including stigma toward psychology, lack of intercultural sensitivity among healthcare personnel, and preference for traditional remedies. Participants acknowledged the need for improved communication and proposed integrative strategies involving community actors and healthcare services, emphasizing the importance of active participation and respect for ancestral knowledge. In conclusion, an intergenerational crisis—driven by cultural and communicative differences—was found to hinder relationships between older adults and younger professionals, negatively impacting access to mental health services. The study suggests that culturally adapted healthcare systems are essential to improving service delivery in rural communities and promoting dignified, healthy aging.
Spanish regional groups facing the challenge of marketing their podcasting production
The impact of podcasts on society in general and on the information industry in particular is indisputable after more than twenty years. This article undertakes a comprehensive analysis of the adoption of podcasts by regional groups in Spain and the mechanisms employed for their commercialization within their respective production structures. To this end, a comprehensive analytical framework has been devised, encompassing six key dimensions: identification, formal characteristics, style and subject matter, production, distribution, and marketing. The analysis revealed that these companies are not generating revenues from direct subscriptions to their podcasts by readers of their newspapers. Additionally, they are not generating revenues through the insertion of advertising spots or through the sponsorship of certain contents, branded content, or similar actions.
Emotions, frustration, and conflict: emotional detection as a hinge for reaching agreement in mediation
Emotions in mediation processes as an alternative method of conflict resolution and/or transformation are of vital importance throughout the entire process. The detection, identification and naming of the encapsulated and latent emotion in the parties involved in the conflict and even in the mediator in such case will be the key to disintegrating the frustration derived from the unsatisfied needs which have evolved in a conflict of a priori interest. The detection of emotion at the origin of the conflict and during its formation will make it possible to advance the process towards the real emergence of the creation of the transformative Agreement. Emotions are an element that mediation professionals must know how to detect and manage with mastery and care since they work with the subjective structures of the parties and subparts of the conflict. The detection of emotions, whether positive or not, favorably conditions the conflict in which the parties involved find themselves. This detection will make a click because it will include in the process the perception of the real subjectivity of the other, directly impacting the improvement of communication, both between the parties involved and with the mediator, which favors the reduction of frustration derived from the unsatisfied need, modifying the three basic elements in the formation of conflict: cognitions, attitudes and behaviors. The ABC of conflict. Therefore, emotion and conflict are two concepts closely related to each other.
Classic Communication Theories in the Digital Realm: A Literature Review
Introduction: Social media platforms have profoundly reconfigured modern communication, allowing users to create and distribute content actively rather than merely consuming it. In this context, this article maps how established communication theories are being operationalized in social media research, identifying what remains applicable conceptually and what requires platform-sensitive extensions. Methodology: This systematic review examined peer-reviewed research applying classical communication theories—such as Uses and Gratifications, Social Network Theory, and Self-Presentation Theory—to social media environments, focusing on open-access articles within Communication studies. Results: Evidence suggests that, while fundamental user motivations—information-seeking, entertainment, social connection—remain salient, the interplay between individuals and algorithms intensifies identity performance, communal engagement, and online influence. Influencers function as key opinion leaders, reshaping audience perceptions and driving emergent forms of digital participation. Additionally, political discourse is democratized yet susceptible to echo chambers and polarization. Brand communication likewise benefits from influencer-driven marketing and user-generated endorsements that can rapidly shape consumer perceptions. Conclusions: Although classical theoretical frameworks retain significant explanatory power, they must incorporate platform-specific features like real-time feedback loops, personalization mechanisms, and transnational interactions. By integrating established constructs with interdisciplinary methods, researchers can more accurately assess complex, high-velocity communication processes. Ultimately, these findings confirm that traditional paradigms continue to inform social media research, provided they adapt to evolving technological conditions that broaden global connectivity and user agency. Thus, classical approaches remain indispensable for interpreting the evolving digital ecology.
Collective Intelligence in Cyberbullying Prevención: An Innovative Approach in the Initial Training of Social Workers
This study examines the application of collective intelligence to identify and prevent cyberbullying, focusing on the initial training of social workers in the elective subject of Mediation and Conflict Resolution. It is based on an experiment conducted at the University of Lleida (Spain), involving the case of a 4th-year ESO student who suffered a violation of privacy. Through the Collective Learning Platform, 78 participants interacted in a virtual network, allowing for the analysis of individual and collective responses. The experiment was conducted in several phases, which included generating responses, observation, copying, editing, eliminating the least popular items, and finally selecting consensual proposals. The results showed a group evolution, where the initial diversity consolidated into comprehensive proposals. Collective intelligence is an effective tool for enhancing the training of future social workers in mediation and conflict resolution.
Communication and education on Biodiversity: an urgent challenge
The accelerated loss of biological and cultural diversity requires transformational changes oriented towards sustainability. To achieve these changes, the fundamental role of education and communication is recognized. The main objective of this contribution was to identify and characterize the social actors involved in biodiversity communication and education in the context of the Natural Protected Areas of Mendoza (Argentina), analyzing the relationships they establish among themselves and the communication channels they use. The results showed the diversity of actors involved (e.g., park rangers, local and provincial state agencies, local people, researchers, etc.) and that they form different “action sets”, within which “node” actors were identified, capable of managing and articulating interactions to strengthen the links between actors. In this way, the effectiveness of biodiversity education and communication strategies could be optimized, aligning them with international sustainability objectives at the global level.
La mediación social frente a las nuevas fronteras de la inclusión
Feasibility of Restorative Circles for Harm Reparation in Obstetric Conflict
The harm caused during obstetric processes goes beyond the physical sphere of the women who suffer it, as it compromises an emotional process that puts their reproductive health at risk. Rigid protocols, institutional inefficiency, and dehumanization are causes of harm to women during childbirth and the postpartum period. Restorative Justice, implemented through Restorative Circles, could be an ideal alternative through which women gain a voice and protagonism. By sharing their stories, they can foster understanding among the professionals involved and achieve reparation for the harm caused. This study, using a Case Study methodological approach, aims to identify the viability of Restorative Circles for harm reparation through the evaluations of women who have experienced obstetric harm. These women will determine the appropriate composition, professional guidance, and execution of such circles. They will also assess the contribution of this alternative to their reproductive and emotional well-being. Key findings highlight that communication, intimacy, and expressions of respect and remorse are essential during a Restorative Circle, which should be led by social professionals with specific training. Furthermore, it is considered a guarantor of their reproductive well-being, for which they suggest going beyond the goodwill of professionals and involving health institutions through protocols that humanize professional practice.
Participation, Digital Divides and Political Polarisation: The Case of the Ministry of Health, 2019-2022
Political and civic participation has expanded in recent years in the country, a process that has been strengthened by the development of public institutions' social media platforms during the COVID-19 pandemic. This article analyzes the Ministry of Health's Facebook page and website during the pre-pandemic, pandemic, and post-pandemic periods. The paper is divided into four sections: first, it examines political participation and digital citizenship in relation to the Ministry of Health's activities. Second, it examines the digital divides through access, use, and quality of technological devices in relation to digital platforms. Third, the paper analyzes the main health topics debated in digital public opinion using word clouds. Fourth, it studies the constitution of citizen political polarization around the Ministry of Health's actions. Finally, the methodology used resorted to Big Data techniques, and additionally, interviews and surveys were also applied. In conclusion, the COVID-19 pandemic significantly contributed to the population's digital relationships with the Ministry of Health. While it is true that political participation in the management of the Ministry of Health (MINSA) has increased, it has primarily developed through consultative political participation, which emphasizes communication and consultation on public health policies. Finally, the role of citizenship in the Ministry of Health has expanded, particularly highlighting the importance of the population's civic rights, which revolve around the freedom of digital communication.
The dreamer subject from digital ethnography, a methodological review
This article offers reflections and proposes a path from digital ethnography on the construction of the research field when the researcher faces a series of discourses expressed in digital scenarios. The case is that of the life stories or testimonies of young migrants in the United States known as Dreamers. This work involved the identification of digital spaces where these narratives could be found, which allowed us to have criteria for the selection of the stories, as well as the design of data collection instruments for their subsequent analysis. This digital ethnographic proposal can be understood as a contribution and exploration from a qualitative approach in an area that is increasingly striking and necessary due to the mediations used today.
Service-learning to promote attitude change towards children and adolescents with disabilities in an Indigenous Mexican context
Detecting attitudes and perceptions based on stereotypes towards the population with disabilities, as well as carrying out an academic experience based on service-learning were the ways used to facilitate reflection and try to transform ideas that exclude. From the teaching practice, this motivation arose to undertake an integrated work with undergraduate students in Tabasco, Mexico, during the 2024-1 semester. As part of the methodological process, a qualitative instrument was applied to a sample of 36% of the participating students. Next, a volunteer action was promoted with the entire enrollment of the Bachelor's Degree in Intercultural Communication, to finally replicate the opinion poll with the same previously selected sample. The testimonies obtained were analyzed and grouped into semantic fields. In the first result, negative attitudes towards diversity could be detected. This, due to ignorance and the absence of interaction with diverse people; In this case, we worked with children and adolescents with disabilities in an indigenous context. The second significant result, after the academic-community intervention, is that a reflective process and changes in the ways of naming children with disabilities were detected. This was possible from intergenerational coexistence that translated into a significant learning experience. From the convergence of academic skills and the promotion of values such as respect, solidarity and empathy as well as inclusive communication, it can be said that university-level students were sensitized and assumed a position that favors social integration. Likewise, they strengthened their disciplinary skills and, in some cases, self-confidence was promoted to live with a diversity of people, because communication barriers arise from the prejudices and stigmas that are acquired in everyday life.
Neurocommunication as a tool for public media
This article examines the application of neurocommunication in public media, emphasizing its importance in adapting to new technologies and enhancing audience interaction. Key concepts such as eye tracking and functional magnetic resonance imaging are presented, demonstrating their use in optimizing message effectiveness. The research concludes that neurocommunication is essential for developing precise and personalized communication strategies, contributing to the sustainability and relevance of public media. The study underscores the need for continuous and multidisciplinary training for communication professionals, enabling them to effectively use neuroscience in their practices to improve message quality and impact.
The Impact of Digital Strategies on Public Engagement: Analysis of the Romanian Government's Facebook Activity (2020-2024)
This study examines the Romanian Government's utilization of Facebook as a digital engagement instrument between 2020 and 2024, with a particular emphasis on important occurrences such as the Covid-19 pandemic and national elections. By examining data from Fanpagekarma.com, including metrics such as post frequency, audience interactions (likes, comments, shares), and sentiment, the research assesses the efficacy of digital strategies in fostering public engagement. The findings illustrate that Facebook played a important role in facilitating communication during pivotal periods, with heightened engagement during the pandemic reflecting the public's demand for timely and transparent information. The results of the sentiment analysis indicated that content that evoked positive emotions, particularly messages expressing care and empathy, was instrumental in maintaining public trust. However, as the crises stabilized, engagement levels declined, indicating a need for more adaptive and responsive communication strategies. This study contributes to the existing literature on digital governance by highlighting the impact of social media on government-citizen relations. The results underscore the importance of tailoring communication strategies to evolving public needs, utilizing emotionally engaging content to sustain interaction and trust. These insights offer practical implications for governmental communication strategies, emphasizing the need for agility and emotional resonance in digital interactions, particularly during times of uncertainty and crisis.
Sexual education in the prevention of teenage pregnancy with a group of mothers from Urbirrios 2, Manta 2024
Teenage pregnancy is a worldwide problem that affects both the teenager and her family and community; open dialogue on sexual education issues within the home represents an important aspect in its prevention; However, many parents, despite being aware of their role, have difficulties both because they are unaware of the topic and because they feel embarrassed when addressing it. The objective of this study is to explore the sexual education, attitude and community resources of a group of parents in Urbirrios 2, for the prevention of pregnancy during late adolescence, Manta 2024. A qualitative methodology was used as case studies based in the method of social constructionism, with five mothers, through interview application techniques and a focus group. The results reflected that within this group of mothers the moral sexual education model predominates, there are limitations in the participants' knowledge of sexual education issues and they present an affective attitude with feelings of discomfort and shame when addressing these topics with their children; On the other hand, although the neighborhood has several potentially useful resources, their use is limited by the lack of knowledge of its residents. It is concluded that the moral dilemma between the use of protection methods and abortion reflects a gradual opening towards preventive educational practices; The importance of strengthening the visibility of community resources is evident; and the approach for future proposals in a comprehensive, educational and respectful way, promoting the empowerment of mothers.
Impact of Visual and Digital Literacy on the Performance of Women entrepreneurs
Digital revolution has transformed all aspects of the human world including relationships, lifestyle and business. As physical commerce went through revolutionary changes, a notion of digitalization of businesses was observed. This evolution not only impacted operations, communications and transactions in business but also influenced the concept of entrepreneurship. Due to pandemic, entrepreneurs are swiftly acknowledging the power of digital commerce and are adopting online channels to grow their businesses. During this momentum, scholars are observing the factors impacting this change that may or may not alter their course of action. To comprehend the impact of literacy on this groundbreaking digital transformation journey, this study explores Visual Literacy and Digital Literacy and their influence on the performance of women entrepreneurs. The results were deduced based on quantitative analysis of data collected through a survey; and examined whether this set of literacies has any relationship with Entrepreneur’s Performance. The key findings suggest that a direct linear correlation is evident between Visual Literacy, Digital Literacy and womenpreneur’s performance.
Consumption and use in mass culture in light of Hannah Arendt
Based on Hannah Arendt's considerations about consumption and use, this article intends to understand how these elements developed mass culture and society. According to Hannah Arendt, use is understood as the enjoyment of goods produced to compose the artificiality of the world, and consumption is considered an incessant cycle for the maintenance of the species, which builds the foundation for the formation of society and mass culture and the fragmentation of political action.
Kissinger, H. Schmidt, E. y Huttenlocher, D. (2023). La era de la Inteligencia Artificial y nuestro futuro humano. ANAYA
Torcal, M (2023). De votantes a hoolingans: La polarización política en España. Catarata
La Transformación de la Publicidad bajo la Luz de la Humanidad
Pérez Latre, F. J. (2024). Marcas humanas: fundamentos de la publicidad en el siglo XXI
Promises for when the war is over: triumphalism and hegemony in American war cinema, 1942-1947
This article presents the study of the content of a selection of films produced within the framework of World War II as part of an agreement between the United States government and the Hollywood industry. The analysis method, based both on a brief historical review and on Manuel Martín Serrano's theory of Social Mediation, proposes the detection of narratives linked to a revived American triumphalist discourse, as well as to the hegemonic project to lead the Western world once the conflict ended. Therefore, the results of this analytical exercise show certain political and cultural elements belonging to a code of values that aims to reaffirm the aforementioned discourse. Finally, the topic of propaganda and the social reach of political representations in the mass media is discussed with the reader, in this case, through the film industry.
Social Media in times of change: a three-period analysis of sentiment and engagement on the romanian ministry of education's online presence
Introduction: This research investigates the role of social media in institutional communication, with a focus on its effectiveness in engaging stakeholders within the educational sector. It analyzes the impact of digital transformation on public institutions, focusing on how governments' strategic communication during the COVID-19 pandemic, the adoption of digital platforms, and Facebook's role in Romanian public administration demonstrate social media's capabilities. It highlights the effectiveness of social media in spreading information, engaging public sentiment, and enhancing communication strategies during crises. Additionally, it addresses the challenges of combating misinformation and underscores the importance of developing tailored communication strategies. Methodology: The study investigates the engagement of the Romanian Ministry of Education on social media, especially Facebook, during the pre-pandemic, pandemic, and post-pandemic periods. It aims to discern shifts in communication strategies and public engagement by analyzing posting frequency, engagement rates, sentiment analysis, and reaction types, employing tools like Fanpagekarma and RStudio for data collection and analysis. Results: The analysis indicates an uptick in post frequency by the Ministry of Education during the pandemic, with sentiment analysis revealing a consistently positive tone. This suggests a strategic shift towards more optimistic messaging. Engagement rates showed considerable variation pre-pandemic but stabilized during and after the pandemic, indicating effective content resonance with the audience. Conclusions: The study underscores the significant role of social media in crisis communication, evidenced by increased engagement and strategic positive messaging. It recommends institutions continue utilizing social media for flexible communication strategies, suggesting that a balance of optimistic messaging with transparent discussions about challenges can boost public trust and engagement, aiding in the development of a well-informed and resilient society.
Brown skin color in mexican cinema. Analysis of contemporary class discourse
Racism and classism are categories used in the representations of actions and characters in Mexican films and other audiovisual works throughout their history, which is found in relation to many of the social problems - discrimination, exclusion, lack of social mobility - that continue to be experienced in the country. The work carries out an analysis of the social representations of classism related to a dark skin color, in a sample of Mexican films from the decade between 2011 and 2020, some of them identified by film critics as classist. The chosen methodology combines the textual analysis of specific scenes (studying film language such as the positioning of the camera, the location of the characters, photography, art direction or sound) and of characters (physical-physiological, psychological and sociological), comparing those with dark skin and light skin and the situations, times, spaces and a whole series of categories. The results indicate that the representation of skin type (brown/white) is related to that of social class (high/low), so all the characters analyzed in the dark skin group are presented as being of middle-low social class.
Harassment in Spanish universities: a case study analysis
The existence of research groups, authorities and training courses on mediation has favoured the consolidation of this technique in the university community. At present, most Spanish universities have incorporated mediation through different decrees and protocols. In Spain, Law 3/2022, of 24 February, on university coexistence, encourages the use of mediation in those conflicts that arise in relation to its essential functions: training (teaching), research (dissemination), management and knowledge transfer, always at the service of science, culture, quality of life and the socio-economic development of society. However, despite the fact that the aforementioned Law of University Coexistence opens the way for the implementation of mediation services to manage and resolve the conflicts that the university community presents in its exclusivity. The results of research on their use demonstrate their effectiveness, being subsidised by national or international bodies, changing the way conflicts are resolved in most judicial processes. The aim of this study is to establish a typology of the conflicts that arise in the university related to harassment situations. To this end, a qualitative methodology has been used to establish a classification of the conflicts that arise in relation to harassment at the university. Among the main conclusions drawn is that mediation can be used to resolve bullying conflicts that occur at university. At the same time, the perception of the quality of university services increases due to previous experiences developed in certain international universities. Future proposals include the need for these services to be made public to the rest of society so that people from outside the university can access them.
Reseña de la obra Paredes-Otero, G. (2023). El periodismo de videojuegos en España. Ecosistema mediático y tendencias de una especialización cultural. Aula Magna.
Bronner, G. (2022) Apocalipsis cognitivo: Cómo nos manipulan el cerebro en la era digital. Ediciones Paidós
Pragmatic sociology, representations and politics. Device for a study on the right
From pragmatic sociology we seek to contribute to the understanding of the social order. It is an approach that seeks to overcome determinisms and indeterminisms. We rely on contributions from framing; which is a theory and a methodology from which we investigate the significant practices of the Argentine right, studying their frameworks of meaning; and through tools that range from discourse and image analysis to sociology. We approach the concept of representations in a double register: in the symbolic, as sets of experiences, and in the field of politics, as an occupation instead of someone else. To think about this in practice, we carried out a preliminary study on the representations that the Cambiemos Alliance made in 2015 of its candidate for the province of Buenos Aires.
The Recognition of Symbolyc Violence and the Relevance of its approach on Social Communication Training
Symbolic violence is a form of domination that is exercised against vulnerable communities. This type of violence is reproduced through the different contents that circulate on diverse communication platforms. Identifying these types of violence requires media education which is difficult to achieve in university settings. The purpose of this article is to determine the incidence of training in Social Communication in the identification of symbolic violence by students from Luis Amigó Catholic University, Medellín Campus. This is a qualitative study of exploratory scope, and it was found that training in Social Communication has a secondary incidence in the identification of symbolic violence. It is on support networks that this type of violence is discussed and reflected upon. The feminist training of the students and some teachers is a central variable in the identification of stereotyped and discriminatory narratives.
Precarity Lab. (2022). Cuerpos, Pantallas y Precariedad. Editorial Katakrak