Interacción entre trabajadores sociales y medios de comunicación: transparencia, confianza y adaptación digital
Palabras clave:
comunicación social, medios de comunicación, trabajadores sociales, interacción informativa, tecnologías digitales, alfabetización mediática, confianza, estrategias de comunicación
Resumen
La comunicación entre trabajadores sociales y representantes de los medios de comunicación desempeña un papel esencial en la configuración de la opinión pública, al fomentar la transparencia informativa y fortalecer la confianza en las instituciones sociales. En el contexto actual de digitalización y expansión de las tecnologías de la información, esta interacción está atravesando transformaciones profundas que exigen un análisis riguroso de las tendencias emergentes y de los enfoques más eficaces para diseñar estrategias comunicativas. El artículo examina los modelos de comunicación social vigentes y define estrategias óptimas para mejorar la interacción entre ambos actores. La metodología se fundamenta en el análisis teórico, el método comparativo y el análisis de contenido de fuentes científicas, permitiendo identificar los desafíos actuales y evaluar los enfoques predominantes en los procesos comunicativos. Los allazgos revelan que la eficacia de la comunicación social depende de la alfabetización mediática de los trabajadores sociales, de su capacidad para adaptar métodos tradicionales a entornos digitales, y de la implementación de estrategias sostenibles a largo plazo. Factores como el uso estratégico de redes sociales, la creación de plataformas informativas integradas y la formación especializada son clave para optimizar la calidad del vínculo con los medios. No obstante, persisten barreras como la baja confianza en los servicios sociales, las restricciones burocráticas y la tendencia a la sensacionalización mediática. La relevancia práctica del estudio radica en la formulación de recomendaciones que permitan a las instituciones sociales fortalecer sus estrategias comunicativas, promoviendo su eficiencia, transparencia y una imagen positiva del sector.
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Citas
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Beletska, A. (2018). Social problems of social communications research as mass emotion areas of functioning. Naukovì Zapiski Ìnstitutu Žurnalìstiki, 73, 22–33. https://doi. org/10.17721/2522-1272.2018.73.2
Ben Romdhane, S., Elareshi, M., Alsridi, H., & Ziani, A. (2024). Public engagement via social media content: An organisational communication aspect. In B. Alareeni & A. Hamdan (Eds.), Navigating the technological tide: The evolution and challenges of business model innovation. Lecture Notes in Networks and Systems, Vol. 1083 (pp. 477–486). Springer, Cham. https://doi. org/10.1007/978-3-031-67431-0_46
Bilan, N. (2016). Social communications as a factor in the formation of the communicative environment. Ukrainian Scientific Journal «Education of the Region, 4, 84–89. https://social-science.uu.edu.ua/article/1340
Chebanova, O. Ye. (Ed.). (2020). Social communications and art studies in the aspect of modern civilizational concepts: Collection of scientific papers (Vol. 1). Kyiv International University. Retrieved from https://kymu.edu.ua/upload/pdf_files/zbirnyk_naukovykh_prats_sotsialni_komunikatsiyi_i_mystetstvoznavstvo_v_aspekti_suchasnykh_tsyvilizatsiynykh_kontsept- siy_2020.pdf
Ercegovac, I. (2017). Influencers as opinion leaders in primary groups on social media and their roles in the new media sphere: Social media and classic theories of mass communication. Komunikacije, Mediji, Kultura, 9(9), 251–268. https://doi.org/10.5937/gfkm1709251e
Gross, J., & Lunardo, R. (2024). Online communication styles of narcissistic content and low versus high social media engagement: Evidence from Instagram. Marketing Letters, 35, 547–560. https://doi.org/10.1007/s11002-023-09707-1
Gualtieri, A. (2021). The Brazilian case: The effect of social media on a democratic regime of today. In C. Sieber-Gasser & A. Ghibellini (Eds.), Democracy and globalization. Economic analysis of law in European legal scholarship (Vol. 10, pp. 149-169). Springer, Cham. https://doi.org/10.1007/978-3-030-69154-7_7
Hohenstein, J., Kizilcec, R. F., DiFranzo, D., et al. (2023). Artificial intelligence in communication impacts language and social relationships. Scientific Reports, 13, 5487. https://doi.org/10.1038/s41598-023-30938-9
Hutchinson, J., Suwana, F., & McTernan, C. (2024). Social media and politics. In Social media in society (pp. 119-146). Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-66360-4_7
Jaster, D., Swed, O., & Frère, B. (2022). The critical masses: The rise of contemporary populism and its relation to solidarity, systems, and lifeworlds. Soc, 59, 701–713. https://doi. org/10.1007/s12115-022-00746-4
Karsgaard, C. (2023). Social media learning: Public pedagogy, power, and agency. In Instagram as public pedagogy (pp. 75-130). Palgrave Studies in Education and the Environment. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-26182-4_3
Kostiieva, T. B. (2021). Communications in the social sphere: Methodical guidelines (Methodical Series, Issue 371). Petro Mohyla Black Sea National University. https://dspace.chmnu.edu.ua/jspui/bitstream/123456789/703/1/Kostiieva_T.B._Communications_in_the_Social_Sphere. Pdf
Livingstone, S. (2015). From mass to social media? Advancing accounts of social change. Social Media + Society, 1(1). https://doi.org/10.1177/2056305115578875
Merolla, A.J., Neubauer, A.B. & Otmar, C.D. Responsiveness, Social Connection, Hope, and Life Satisfaction in Everyday Social Interaction: An Experience Sampling Study. Journal ofof Happiness Studies, vol. 25, no. 7. https://doi.org/10.1007/s10902-024-00710-5
Moiseeva, N. I. (2015). Social and communication activity as a historical and social practice: Monograph. Kharkiv Petro Vasylenko National Technical University of Agriculture. https://repo.btu.kharkov.ua/jspui/bitstream/123456789/7937/1/Moiseeva_Social%20and%20communication%20activity_2015.pdf
Nguyen Phuc, H., Dao Thi Tuyet, L., & Tran Huu, T. (2024). The impact of integrated social communication on resident’s perception and support for tourism development. Quality & Quantity. https://doi.org/10.1007/s11135-024-01831-y
Norkus, Z., & Morkevičius, V. (2024). The contribution of sociology to post-communist restoration in Lithuania. In B. Roncevic & T. Besednjak Valič (Eds.), Sociology and post-socialist transformations in Eastern Europe (pp. 227-247). Springer, Cham. https://doi.org/10.1007/978- 3-031-65556-2_12
Pripoae-Şerbănescu, C., & Maţoi, E. (2023). Social media in the GCC countries—Facilitator or curse for Generation “Z”? In M. M. Rahman & A. Al-Azm (Eds.), Social change in the Gulf region. Gulf Studies (Vol. 8, pp. 17-39). Springer, Singapore. https://doi.org/10.1007/978-981-19-7796-1_2
Ross, E. W. (2024). Society, democracy, and economics: Challenges for social studies and citizenship education in a neoliberal world. In C. Fridrich, U. Hagedorn, R. Hedtke, P. Mittnik, & G. Tafner (Eds.), Economy, society and politics (pp. 33-52). Springer, Wiesbaden. https://doi. org/10.1007/978-3-658-42525-8_3
Savchuk, N. M. (2024). Media communications in the system of social communications. Scientific Notes of V.I. Vernadsky Taurida National University. Series: Philology. Journalism, 35(74), 78–85. https://doi.org/10.32782/2710-4656/2024.3.2/13
Siricharoen, W. V. (2023). Social media as communication–transformation tools. In C. So-In, N. D. Londhe, N. Bhatt, & M. Kitsing (Eds.), Information systems for intelligent systems. Smart Innovation, Systems and Technologies, Vol. 324 (pp. 1–11). Springer, Singapore. https://doi.org/10.1007/978-981-19-7447-2_1
Williams, W. M., & Ceci, S. J. (2023). How politically motivated social media and lack of political diversity corrupt science. In C. L. Frisby, R. E. Redding, W. T. O’Donohue, & S. O. Lilienfeld (Eds.), Ideological and political bias in psychology (pp. 357-375). Springer, Cham. https://doi.org/10.1007/978-3-031-29148-7_13
Yahodzinskyi, S. (2023). Social communications of the information society: Theoretical and applied aspects. Retrieved from https://www.researchgate.net/publication/368864990_Socialni_komunikacii_informacijnogo_suspilstva_teoreticni_ta_prikladni_aspekti_Monografia_-_2020/ citation/download
Zaika, V., Heta, A., & Vyshar, Y. (2021). Communicative potential of future social workers.
Naukovij Vìsnik Užgorodsʹkogo Unìversitetu. Serìâ Pedagogìka, Socìalʹna Robota, 48, 148–152. https://doi.org/10.24144/2524-0609.2021.48.148-152
Publicado
2025-08-21
Cómo citar
Mikheieva, O., & Synytsia, A. (2025). Interacción entre trabajadores sociales y medios de comunicación: transparencia, confianza y adaptación digital. Interacción Y Perspectiva, 15(3), 647-659. https://doi.org/10.5281/zenodo.16910265
Sección
Artículos de Investigación
