Open AccessThe media and its influence in the three dimensions of social capital. An opportunity for social marketing?
Author(s) -
Matías Membiela-Pollán,
Eva Sánchez-Amboage,
Clide Rodríguez Vázquez
Publication year - 2020
Publication title -
revista de la asociación española de investigación de la comunicación
Language(s) - English
Resource type - Journals
ISSN - 2341-2690
DOI - 10.24137/raeic.7.14.11
Subject(s) - social capital , social reproduction , cognitive dimensions of notations , interpersonal communication , social media , dimension (graph theory) , set (abstract data type) , sociology , social psychology , marketing , psychology , business , political science , cognition , social science , computer science , mathematics , neuroscience , pure mathematics , law , programming language
The aim of this article is to carry out an exploratory analysis and literature review about the influence of the traditional and digital media on social capital. The concept-variable social capital refers to the set of attributes of the social dimension that promote cooperative behaviors and favor the functioning of the economy and society in general. Its study as a development factor has grown strongly in recent years. Social capital has three different dimensions: cognitive (norms and values), structural (networks of interpersonal relationships), and relational (trust). This text gathers various effects of the media in each of these dimensions and concludes that this influence can be considered as an opportunity for the implementation of social marketing, whose ultimate goal is the well-being of citizens.