Resumen de La mujer y las relaciones públicas desde un alcance neurocomunicacional

Almudena Barrientos-Báez, David Caldevilla Domínguez

• español

  Hace ya varias décadas que la sociedad –su realidad­­– se ha despegado del mercado único masculino: apoyado en logros sociales como la entrada de la mujer en el mundo laboral y la entrega a la misma del control de sus propias finanzas. Tras ella, la brecha se ha ampliado más con la progresiva ruptura de la esfera de género bipolar, y con la ampliación de mercados previamente más limitados por otras barreras sociales como la edad. En este artículo se define como objetivo, determinar las relaciones existentes entre las relaciones públicas y el potencial de la neurociencia en el presente contexto de creciente presencia de la mujer en todos los ámbitos de relación de la sociedad, la comunicación, publicidad, marketing y política. La metodología está basada en la revisión de textos científicos (monografías, artículos académicos, documentales, entre otros), y descriptores relativos a las relaciones públicas, las estrategias de comunicación, la aplicación de la neurociencia y el desarrollo de la implicación de la mujer en todos estos procesos. Un resultado de la investigación relevante es que todavía no se conoce con certeza el funcionamiento de las áreas cerebrales y la influencia de la neuroplasticidad. Un hecho importante si tenemos en cuenta que la actitud y el género difieren aun cuando se lleva a cabo una segmentación de mercado. Se concluye que la inclusión en el área de las relaciones públicas y la comunicación es una consecuencia lógica de la ampliación del género femenino como público: engloba a la mitad de los consumidores potenciales de casi cualquier producto, y, por lo tanto, resulta capital contar con equipos de relaciones públicas capaces de crear contenidos cada vez más eficaces en la labor de alcanzar los objetivos agendados.

• English

  The role of women in all spheres of society has expanded exponentially throughout the 19th, 20th and 21st centuries: from nineteenth century suffragism to the entry of women into factories and public services, to modernity: when the ideas and consequences of feminism pervade popular culture and advertising and public relations firms. These have made a considerable leap from the days of pink marketing to the current moment, in which female audiences are seen as diversified as the most, while the perception of their needs and particularities is becoming more and more clear to women and scholars and professionals in the sector. In this sense, neuroscience has the potential to shed the same ray of light on this field as it does on other more minority or sectorally significant audiences. Making the full battery of considerations regarding inclusion, gender equality and emotional intelligence relevant. Not only at a social level, but also at a productive one: because the evidence we have indicates that the consideration of all these factors, when carried out in a calculated and effective way, will make communication more effective, more productive in regarding the specific objectives of Public Relations and Advertising as academic and labor disciplines. This inevitably leads to an understanding of the neurological differences between men and women, and careful planning to take advantage of these in team management and the organization of communication. The future of Public Relations lies in finding new audiences, and new and better ways to reach them. Being inevitable the integration of the same in the communication processes.

  For several decades now, society has detached itself from the male single market: supported by social achievements such as the entry of women into the world of work and giving them control of their own finances. After her, the gap has widened further with the progressive rupture of the bipolar gender sphere, and with the expansion of markets previously more limited by other social barriers such as age. In this article, the objective is to determine the existing relationships between public relations and the potential of neuroscience in the present context of increasing presence of women in all areas of society, communication, advertising, marketing and politics. The methodology is based on the search and consultation of scientific texts (monographs, academic articles, documentaries, among others), and descriptors related to public relations, communication strategies, the application of neuroscience and the development of the implication of the women in all these processes. A relevant research result is that the functioning of brain areas and the influence of neuroplasticity are still not known with certainty. An important fact if we take into account that attitude and gender differ even when market segmentation is carried out. It is concluded that inclusion in the area of ​​public relations and communication is a logical consequence of the expansion of the female gender as a public: it encompasses half of the potential consumers of almost any product, and, therefore, it is essential to have with public relations teams capable of creating increasingly effective content in the task of achieving the objectives set.