La comunicación financiera responsable a través de Internet y de las redes sociales

Bárbara Mazza

Resumen

El ensayo se focaliza en el estudio de la responsabilidad social de la empresa centrándose en la comunicación económica – financiera. En los últimos treinta años, la comunicación económica-financiera se ha vuelto estratégica para la gestión cotidiana de las empresas y, no solo, para aquellas que cotizan en la Bolsa. En su evolución, la dimensión de la comunicación dedicada a la economía y a las finanzas, no se dirige solo a los inversionistas, sino también se extiende a todos los públicos, buscando mayor transparencia y previendo la implicación participativa de los stakeholders. Los contenidos se caracterizan por ser únicamente económicos, regulados por las normativas nacionales e internacionales, utilizan  la información y la  narración para  reconstruir los procesos, las historias y los valores de la organización. Los elementos de la responsabilidad social de la empresa expresan el valor, la credibilidad y la identidad misma del gobierno corporativo. El ensayo presenta un análisis de las modalidades comunicativas adoptadas por las empresas europeas líderes en los mercados financieros internacionales, centrándose en el estudio del contenido, las herramientas y las estrategias de comunicación.


Palabras clave

Capital social y económico; Comunicación financiera; Redes sociales y medios sociales; Relaciones institucionales; Responsabilidad social corporativa

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DOI: https://doi.org/10.14198/MEDCOM2015.6.2.10





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