Retórica y comunicación en las interacciones con la población civil en contextos de emergencia: el papel de los especialistas
Palabras clave:
comunicación de crisis, estrategias retóricas, plataformas digitales, inteligencia artificial, protección civil
Resumen
Este estudio examina las estrategias retóricas y comunicativas empleadas por especialistas en protección civil durante situaciones de emergencia, centrándose en el papel de las plataformas digitales y la inteligencia artificial en la configuración de la confianza pública, las respuestas conductuales y la resiliencia informativa. La investigación se basa en un análisis comparativo de indicadores estadísticos oficiales e informes institucionales de Ucrania, Polonia y Lituania para el período 2021–2024. Los indicadores cuantitativos de la eficacia de la comunicación en crisis, incluidos el tiempo de respuesta, el uso de canales digitales, las tasas de aclaración y los incidentes de desinformación, se combinaron con un análisis cualitativo de contenido de documentos internacionales de política pública y literatura académica sobre retórica de crisis, comunicación digital y gestión informativa asistida por IA. Los resultados muestran que mayores niveles de integración digital se correlacionan con tiempos de respuesta más rápidos y menores tasas de solicitudes de aclaración y desinformación. No obstante, la eficacia comunicativa depende principalmente de la claridad del mensaje, su estandarización y su estructura retórica, más que del volumen informativo. Las plataformas digitales y la inteligencia artificial fortalecen la comunicación en crisis solo cuando se integran en estrategias retóricas coherentes y principios de gobernanza ética, lo que subraya la necesidad de directrices comunicativas unificadas y formación profesional específica.
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Citas
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Molinari, Daniela; De Bruijn, Karin; Castillo-Rodríguez, Jesica; Aronica, Giuseppe; Bouwer, Laurens. (2019). “Validation of flood risk models: Current practice and possible improvements”. International Journal of Disaster Risk Reduction. Vol. 33. pp. 441–448. https://doi.org/10.1016/j.ijdrr.2018.10.022
Noor, Naiyara; Okhai, Naiyara; Jamal, Tasnuba Binte; Kapucu, Naim; Ge, Yue Gurt; Hasan, Samiul. (2024). “Social-media-based crisis communication: Assessing the engagement of local agencies in Twitter during Hurricane Irma”. International Journal of Information Management Data Insights. Vol. 4, No. 2. 100236. https://doi.org/10.1016/j.jjimei.2024.100236
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Shetty, Nisha P.; Bijalwan, Yash; Chaudhari, Pranav; Shetty, Jayashree; Muniyal, Balachandra. (2025). “Disaster assessment from social media using multimodal deep learning”. Multimedia Tools and Applications. Vol. 84. pp. 18829–18854. https://doi.org/10.1007/s11042-024-19818-0
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Torpan, Sten; Hansson, Sten; Orru, Kati; Rhinard, Mark; Savadori, Lucia; Jukarainen, Pirjo; Navestad, Tor-Olav; Meyer, Sunniva Frislid; Schellekens, Abriel; Lovasz, Gabriella. (2023). “European emergency managers on social media: Institutional arrangements and guidelines”. International Journal of Emergency Services. Vol. 13, No. 1. pp. 5–16. https://doi.org/10.1108/IJES-08-2022-0041
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United Nations Office for Disaster Risk Reduction. (2023). Global assessment report on disaster risk reduction 2023: Data annex. UNDRR. https://digitallibrary.un.org/record/4022485?ln=ru&v=pdf
Vicari, Rosa; Komendatova, Nadejda; Elroy, Or; Dallo, Irina; Rapaport, Carmit; de Carolis, Camille; Yosipof, Abraham. (2025). “A toolbox to deal with misinformation in disaster risk management”. AI Society. https://doi.org/10.1007/s00146-025-02680-5
Ajayi, Anuoluwapo; Oyedele, Lukumon; Owolabi, Hakeem; Akinade, Olugbenga; Bilal, Muhammad; Davila Delgado, Juan Manuel; Akanbi, Lukman. (2020). “Deep learning models for health and safety risk prediction in power infrastructure projects”. Risk Analysis. Vol. 40, No. 10. pp. 2019–2039. https://doi.org/10.1111/risa.13425
Bhoi, Ashutosh; Bhuyan, Himadri B. G. S.; Nayak, Rajendra Prasad; Balabantaray, Rakesh Chandra; Pattanaik, Anmol; Chinmay, Ayes. (2025). “Smart crisis response leveraging social media content for effective disaster management”. Discover Computing. Vol. 28. p. 263. https://doi.org/10.1007/s10791-025-09749-1
Bimenyimana, Pierre Celestin; Synnes, Ronald Mayora; Rutembesa, Eugene; Bukuluki, Paul. (2025). “Social media and self-resilience during pandemics: Experiences from youth volunteers in Rwanda”. Discover Social Science and Health. Vol. 5. p. 68. https://doi.org/10.1007/s44155-025-00223-3
Christensen, Lise Lotte Weilgaard; Madsen, Bodil Nistrup. (2020). “A Danish terminological ontology of incident management in the field of disaster management”. Journal of Contingencies and Crisis Management. Vol. 28, No. 4. pp. 466–478. https://doi.org/10.1111/1468-5973.12334
Erokhin, Dmitry; Komendantova, Nadejda. (2024). “Social media data for disaster risk management and research”. International Journal of Disaster Risk Reduction. Vol. 114. 104980. https://doi.org/10.1016/j.ijdrr.2024.104980
European Commission. (2024). Preventing and managing disaster risk in Europe. Publications Office of the European Union. https://ec.europa.eu/echo/files/civil_protection/swd_preventing_and_managing_disaster_risks_in_europe.pdf
European Commission. (2025). Annual activity report 2024 - European Civil Protection and Humanitarian Aid Operations (ECHO). https://commission.europa.eu/publications/annual-activity-report-2024-european-civil-protection-and-humanitarian-aid-operations-echo_en
Eurostat. (2024). Civil protection statistics: Emergency response and operational indicators 2023–2024. European Commission. https://ec.europa.eu/eurostat
Ginzarly, Manal; Teller, Jacques. (2025). “Leveraging social media for resilient cultural heritage: a people-centred conceptual framework for community engagement and crisis response”. Built Heritage. Vol. 9. p. 40. https://doi.org/10.1186/s43238-025-00209-9
Hoang, Thoa; Noy, Ilan. (2020). “Wellbeing after a managed retreat: Observations from a large New Zealand program”. International Journal of Disaster Risk Reduction. Vol. 48. 101589. https://doi.org/10.1016/j.ijdrr.2020.101589
Larsson, Aron; Große, Christine. (2023). “Data use and data needs in critical infrastructure risk analysis”. Journal of Risk Research. Vol. 26, No. 5. pp. 524–546. https://doi.org/10.1080/13669877.2023.2181858
Lian, Chenxi; Guo, Yanan; Liu, Jida. (2025). “Exploring the Robustness of Emergency Response Networks by Considering Task Association and Reassignment: An Extreme Rainstorm Case”. Int J Disaster Risk Sci. Vol. 16. pp. 817–831. https://doi.org/10.1007/s13753-025-00670-1
Mole, Patrick; Noche, Elmar B.; Hortizuela, Richard D. (2025). “Using social media in disaster management and emergency response: A literature review”. AIP Conference Proceedings. Vol. 3287, No. 1. 030019. https://doi.org/10.1063/5.0262364
Molinari, Daniela; De Bruijn, Karin; Castillo-Rodríguez, Jesica; Aronica, Giuseppe; Bouwer, Laurens. (2019). “Validation of flood risk models: Current practice and possible improvements”. International Journal of Disaster Risk Reduction. Vol. 33. pp. 441–448. https://doi.org/10.1016/j.ijdrr.2018.10.022
Noor, Naiyara; Okhai, Naiyara; Jamal, Tasnuba Binte; Kapucu, Naim; Ge, Yue Gurt; Hasan, Samiul. (2024). “Social-media-based crisis communication: Assessing the engagement of local agencies in Twitter during Hurricane Irma”. International Journal of Information Management Data Insights. Vol. 4, No. 2. 100236. https://doi.org/10.1016/j.jjimei.2024.100236
Organisation for Economic Co-operation and Development. (2023). Crisis management and risk governance data review. OECD Publishing. https://www.oecd.org/en/publications/oecd-reviews-of-risk-management-policies_19934106.html
Park, Sora; Atkinson, Susan; Fulton, Janet; Wong-Parodi, Gabrielle; Mani, Lara. (2024). “Communicating in crisis: Community practices of online participation during extreme events”. In D. Del Favero, S. Thurow, M. J. Ostwald, U. Frohne (Eds.), Climate disaster preparedness: Arts, research, innovation and society. Springer. pp. 265–284. https://doi.org/10.1007/978-3-031-56114-6_15
Pelfrey, William V. (2021). “Emergency manager perceptions of the effectiveness and limitations of mass notification systems: A mixed method study”. Journal of Homeland Security and Emergency Management. Vol. 18, No. 1. pp. 49–65. https://doi.org/10.1515/jhsem-2019-0070
Rizal, Edwin; Winoto, Yunus; Sugito, Toto; Nugroho, Catur; Septian, Falih, I. (2025). “Disaster communication in the digital age: A community-based case study of media, education, and local knowledge in Pangandaran, Indonesia”. Frontiers in Communication. Vol. 10. https://doi.org/10.3389/fcomm.2025.1632436
Ross, Ashley D.; Siebeneck, Laura; Wu, Hao-Che; Kopczynski, Sarah; Nepal, Samir; Sauceda, Miranda. (2024). “Seven Challenges for Risk Communication in Today’s Digital Era: The Emergency Manager’s Perspective”. Sustainability. Vol. 16, No. 24. 11306. https://doi.org/10.3390/su162411306
Sahani, Mateus Kambale; Maat, Harro; Balabanova, Dina; Woldie, Mirkuzie; Richards, Paul; PARES Research Group; Mayhew, Susannah. (2024). “Engaging communities as partners in health crisis response: A realist-informed scoping review for research and policy”. Health Research Policy and Systems. Vol. 22. p. 56. https://doi.org/10.1186/s12961-024-01139-1
Saka, Tugce Nuray; Hormiga, Esther; Valls-Pasola, Jaume. (2025). “Crisis response strategies: a digital reluctance perspective”. Rev Manag Sci. Vol. 19. pp. 2569–2607. https://doi.org/10.1007/s11846-024-00822-5
Seneviratne, Krisanthi; Nadeeshani, Malka; Senaratne, Sepani; Perera, Srinath. (2024). “Use of Social Media in Disaster Management: Challenges and Strategies”. Sustainability. Vol. 16, No. 11. 4824. https://doi.org/10.3390/su16114824
Shetty, Nisha P.; Bijalwan, Yash; Chaudhari, Pranav; Shetty, Jayashree; Muniyal, Balachandra. (2025). “Disaster assessment from social media using multimodal deep learning”. Multimedia Tools and Applications. Vol. 84. pp. 18829–18854. https://doi.org/10.1007/s11042-024-19818-0
Tao, Zhigang; Shi, Yuchen. (2025). “The dynamic collaboration in crisis communication: a complex adaptive systems perspective”. Humanit Soc Sci Commun. Vol. 12. 1883. https://doi.org/10.1057/s41599-025-06155-2
Torpan, Sten; Hansson, Sten; Orru, Kati; Rhinard, Mark; Savadori, Lucia; Jukarainen, Pirjo; Navestad, Tor-Olav; Meyer, Sunniva Frislid; Schellekens, Abriel; Lovasz, Gabriella. (2023). “European emergency managers on social media: Institutional arrangements and guidelines”. International Journal of Emergency Services. Vol. 13, No. 1. pp. 5–16. https://doi.org/10.1108/IJES-08-2022-0041
UCP Knowledge Network. (2024). EDPP2_C1 smart investments report. European Civil Protection Knowledge Network. https://civil-protection-knowledge-network.europa.eu/system/files/2024-05/EDPP2_C1%20Smart%20Investments%20report.pdf
United Nations Office for Disaster Risk Reduction. (2023). Global assessment report on disaster risk reduction 2023: Data annex. UNDRR. https://digitallibrary.un.org/record/4022485?ln=ru&v=pdf
Vicari, Rosa; Komendatova, Nadejda; Elroy, Or; Dallo, Irina; Rapaport, Carmit; de Carolis, Camille; Yosipof, Abraham. (2025). “A toolbox to deal with misinformation in disaster risk management”. AI Society. https://doi.org/10.1007/s00146-025-02680-5
Publicado
2026-03-29
Cómo citar
Verbytska, L., Babii, I., Konivitska, T., Kulchytska, M., & Khlypavka, H. (2026). Retórica y comunicación en las interacciones con la población civil en contextos de emergencia: el papel de los especialistas. Interacción Y Perspectiva, 16(2), 733-749. https://doi.org/10.5281/zenodo.19255801
Sección
Artículos de Investigación
