Neurocomunicación. Propuesta para una revisión de los fundamentos teóricos de la comunicación y sus aplicaciones industriales y sociales

Abstract

The first part of this article presents the evidence of how and why mass communication as a whole is currently becoming useless, obsolete and unable to fulfill its aims. The media, the agents and the markets generate mutual distrust and look for alternatives, not only in the net but also in the technologies. These are direct, personalized and post-media relations with the users and final consumers. There are multiple reasons that explain why this situation means the end of a period, but, as hypothesis, the fundamental reason is related to the foundations themselves, theoretical and meth odological, of the whole communications system in the network society. The second part proposes, in the frame of this hypothesis, the probability that these new theoretical foundations reach the Theoretical Communication from Genetics and Neurobiology. That is, from NEURO-COMMUNICATION. We are interested in these sciences with regards to the analyses related with Communication in two important aspects. The first of them is related to the new ways of accessing Information and Knowledge. The other one involves the new conceptions of man, of society and markets in the sense that they entail new conceptions of information, leisure, consumption and other.