Neurocomunicación digital y Relaciones Públicas: el caso de la prevención de suicidios en la población joven / Digital Neurocomunication and Public Relations: The case of prevention of suicides in the young population

Abstract

Resumen

El suicidio es un fenómeno complejo que ha atraído la atención a lo largo de los tiempos de la humanidad. Desde la antigüedad, su historia se ha abordado de manera general. Las civilizaciones mesopotámicas, egipcias, griegas y romanas ya lo consideraban el producto de un estado mental melancólico. Prácticamente todas las religiones coinciden en su rechazo como un medio para terminar con la vida. La base común para este rechazo es que es Dios quien da la vida y Él es el único capaz de quitarla. La mayoría de los escritores coinciden al considerarlo como el resultado de un acto fruto de una situación angustiosa.

La realización de este estudio queda justificada ya que, es un tema que llama la atención a nivel mundial, debido al incremento en el registro de los casos, llegando a convertirse en un problema de Salud Pública. Según la Organización Mundial de la Salud (OMS), en el año 2020 morirán 1,53 millones de personas por suicidio, una muerte cada veinte segundos, y el número de tentativas será entre diez y veinte veces superior. Debido a su gravedad requiere nuestra atención, aunque desgraciadamente, la gran cantidad de programas psicoeducativos que existen para su prevención y control no resulta tarea fácil.

Con este trabajo, pretendemos comprender su alcance actual en la población joven y dar a conocer hasta qué punto la Inteligencia Artificial (IA) y la Neurocomunicación con contenidos apropiados en las redes sociales, podrían aplicarse a la gestión de las Relaciones Públicas, para ayudar a aliviar, en gran medida, los  intentos previstos en la población concernida.

Palabras clave: algoritmo, comunicación digital, inteligencia artificial, neurocomunicación, redes sociales, relaciones públicas.

Abstract

Suicide is a complex phenomenon that has attracted attention throughout the times of humanity. Since ancient times, its history has been approached in a general way. Mesopotamian, Egyptian, Greek and Roman civilizations already considered it the product of a melancholic state of mind. Virtually all religions agree in their rejection as a means of ending life. The common basis for this rejection is that it is God who gives life and He is the only one capable of taking it away. Most writers agree when considering it as the result of an act resulting from a distressing situation.

Carrying out this study is justified since it is a topic that draws attention worldwide, due to the increase in the registration of cases, becoming a Public Health problem. According to the World Health Organization (WHO), in 2020, 1.53 million people will die from suicide, one death every twenty seconds, and the number of attempts will be between ten and twenty times higher. Due to its seriousness, it requires our attention, although unfortunately, the large number of psychoeducational programs that exist for its prevention and control is not an easy task.

With this work, we intend to understand its current reach in the young population and make known to what extent Artificial Intelligence (AI) and Neurocommunication with appropriate content on social networks could be applied to the management of Public Relations, to help alleviate, to a large extent, the envisaged attempts on the population concerned.

Artificial Intelligence can be used to take advantage of real-time data to help us make more optimized and informed decisions. The advances made today in the field of advanced analytical techniques and statistical algorithms, to identify and obtain a better evaluation of what may happen in the future, processing data to identify patterns of behavior, managing with the media of communication, the issues derived from strategic consulting, academic research, can bring in various ways, great benefits in their application to Public Relations. This will increase the capacities that add value and can be considered as a prevention tool.

New ways of acting that increase the efficiency between the sender and the receiver are necessary, through the contributions of neuroscience and the techniques of Public Relations so that their actions are more effective when the messages are directed towards reward systems of the brain. The new discipline of Neurocommunication as a meeting point between neurosciences and communication, tries to know the brain processes to carry out better strategies, in this case, of Public Relations, that allow decision-making in the adoption behavior in various situations. In-depth knowledge of the processes of the human brain as a decision system in which individuals interpret their realities, depends on the way each subject decodes it, since there is a connection between how we act and the brain system. All this makes us foresee that its application in the field of Public Relations will be essential to mitigate the reality, in this case studied, in the affected groups.

Keywords: algorithm, artificial intelligence, digital communication, neuro communication, social networks, public relations.