Communication Practitioners’ Perceptions of Big Data and Automation: A Comparative Study between Europe and Latin America / Percepciones de los Profesionales de Comunicación sobre Big Data y Automatización: Un Estudio Comparativo entre Europa y Latinoamér

Markus Wiesenberg, Ángeles Moreno

Resumen


The big data revolution has changed the way organizations operate. The implications have been phenomenal for public relations and communication management professionals who are trying to understand and manage the realm of big data and what it means for them. This study is an attempt to dive deeper into the discussion on how professionals are managing the world of big data. A large survey of European and Latin American countries reveals comparative findings on the knowledge and usage of big data and automation and demonstrates large gaps between the continents. Implications for theory and practice are finally drawn.

Keywords: Big data, automation, comparative cross-cultural research, public relations, strategic communication

Resumen

La revolución del big data ha cambiado el modo de trabajar de las organizaciones. Las implicaciones para los profesionales de relaciones públicas y gestión de comunicación, que están tratando de comprender y gestionar el ámbito del big data y lo que significa para ellos, han sido relevantes. Este estudio trata de profundizar en la discusión de cómo los profesionales están gestionando el mundo del big data. Una amplia encuesta en países europeos y latinoamericanos revela resultados comparativos sobre el conocimiento y el uso del big data y la automatización y pone de manifiesto grandes brechas entre los dos continentes. Se concluye con implicaciones de estos hallazgos para la teoría y la práctica.

Palabras claves: Big data, automatización, investigación comparativa intercultural, relaciones públicas, comunicación estratégica


Citas


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DOI: http://dx.doi.org/10.5783/RIRP-19-2020-03-29-48


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