{"id":1463,"date":"2018-10-02T09:35:52","date_gmt":"2018-10-02T09:35:52","guid":{"rendered":"https:\/\/apostrof.coop\/?p=1463"},"modified":"2020-12-28T11:27:30","modified_gmt":"2020-12-28T11:27:30","slug":"comunicar-en-linia-critica","status":"publish","type":"post","link":"https:\/\/apostrof.coop\/es\/comunicar-en-linia-critica\/","title":{"rendered":"Comunicar en l\u00ednia amb perspectiva cr\u00edtica"},"content":{"rendered":"

[vc_row][vc_column offset=\u00bbvc_col-lg-offset-2 vc_col-lg-8 vc_col-md-offset-1 vc_col-md-10 vc_col-sm-offset-0″][vc_column_text]<\/p>\n

Estrenem les col\u00b7laboracions en aquest blog amb l’article de Marta G\u00f3mez de la cooperativa tecnol\u00f2gica Jamgo<\/a><\/strong>.<\/em><\/p>\n

\u00c9s necessari ocupar els espais digitals per arribar a la ciutadania. Els projectes de l\u2019economia solid\u00e0ria sovint es tradueixen en imaginaris plens de vida, d\u2019esperan\u00e7a i amb horitzons de transformaci\u00f3. Imaginaris que mereixen ocupar l\u2019espai necessari per arribar a la major part de la poblaci\u00f3 i omplir-la de ganes de canviar el m\u00f3n. Des de Jamgo, els projectes en l’\u00e0mbit de la comunicaci\u00f3 en els quals intervenim s\u00f3n projectes que tenen com a objectiu transformar la societat. \u00c9s per aix\u00f2 que ens pareix important donar a con\u00e8ixer aquestes maneres de fer allunyades de l\u2019hegemonia que tradicionalment han estat invisibilitzades.<\/p>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column offset=\u00bbvc_col-lg-offset-0 vc_col-lg-8 vc_col-md-offset-0 vc_col-md-8 vc_col-sm-offset-0″][vc_column_text]Des d\u2019aquesta perspectiva, en l\u2019\u00e0rea de la comunicaci\u00f3 no nom\u00e9s oferim p\u00e0gines web sin\u00f3 tamb\u00e9 serveis de posicionament en cercadors, anal\u00edtica digital i estrat\u00e8gies de comunicaci\u00f3 en xarxes. Per nosaltres, seguint les l\u00f2giques de la tecnologia lliure i transformadora que defensem, \u00e9s important prendre consci\u00e8ncia dels mecanismes que fan que els cercadors prioritzen uns continguts i no altres. \u00c9s a dir, fer entendre als clients (sovint companys) que el posicionament als cercadors i a les xarxes dep\u00e8n d\u2019uns algoritmes que nom\u00e9s Google i Facebook coneixen al 100%. Tal com nosaltres ho entenem, si l\u2019algoritme no \u00e9s p\u00fablic, no hi ha horitzontalitat<\/b>. La prioritzaci\u00f3 d\u2019uns resultats i no uns altres es decideix, per tant, de manera totalment unilateral per un mecanisme vertical que queda lluny del nostre ideal de tecnologia.[\/vc_column_text][\/vc_column][vc_column offset=\u00bbvc_col-lg-offset-0 vc_col-lg-4 vc_col-md-offset-0 vc_col-md-4 vc_col-sm-offset-0″][vc_column_text]<\/p>\n

Si l\u2019algoritme no \u00e9s p\u00fablic, no hi ha horitzontalitat<\/p><\/blockquote>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column offset=\u00bbvc_col-lg-offset-2 vc_col-lg-8 vc_col-md-offset-1 vc_col-md-10 vc_col-sm-offset-0″][vc_column_text]<\/p>\n

Qu\u00e8 passa amb les xarxes socials?<\/b><\/span><\/h3>\n

Que la tecnologia no \u00e9s neutra \u00e9s una idea que va calant a l\u2019imaginari de l\u2019economia solid\u00e0ria i m\u00e9s enll\u00e0. S\u2019est\u00e0 comen\u00e7ant a agafar consci\u00e8ncia de la import\u00e0ncia de fer servir les alternatives a la tecnologia hegem\u00f2nica.<\/b> Com ens explica l\u2019Alba Hierro, de la comissi\u00f3 Tecnologies de la Informaci\u00f3 i la Comunicaci\u00f3 (TIC) de Pam a pam<\/a><\/u><\/span><\/span>: \u00abLes l\u00f2giques de mercat en el m\u00f3n digital s\u00f3n un reflex del sistema capitalista en qu\u00e8 vivim […] el nivell d\u2019acumulaci\u00f3 de capital digital al qual hem arribat en nom\u00e9s 29 anys d\u2019exist\u00e8ncia del World Wide Web \u00e9s alarmant. Actualment les Frightful Five<\/i> [les Cinc Horroroses] o GAFAM (Google, Amazon, Facebook, Apple i Microsoft) controlen la immensa majoria dels sistemes operatius de tel\u00e8fons m\u00f2bils i ordinadors, i tamb\u00e9 servidors, eines, plataformes i les xarxes socials que utilitzem habitualment\u00bb.<\/p>\n

Per a moltes iniciatives professionals el canvi a Ubuntu<\/a><\/u><\/span><\/span>, en comptes de Windows, o LibreOffice<\/a><\/u><\/span><\/span>, en comptes d’Office, pot resultar m\u00e9s o menys dif\u00edcil. En canvi, \u00e9s molt m\u00e9s dif\u00edcil desconnectar-se de les xarxes socials majorit\u00e0ries, ja que \u00e9s all\u00e0 on troben el seu p\u00fablic objectiu. Segons Hellekin, mantenidor oficial del projecte de xarxa lliure GNU<\/a>,<\/u><\/span> \u00abel gran desafiament de les xarxes lliures s’uneix al del programari lliure: aquell de l’autonomia i de la seua perennitat\u00bb i afegeix que \u00abel desenvolupament sostenible i la disponibilitat d’una infraestructura p\u00fablica i social de comunicaci\u00f3 nom\u00e9s pot crear-se si una massa cr\u00edtica de participants percep la sobirania tecnol\u00f2gica com un b\u00e9 com\u00fa\u00bb.<\/p>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column offset=\u00bbvc_col-lg-offset-0 vc_col-lg-4 vc_col-md-offset-0 vc_col-md-4 vc_col-sm-offset-0″][vc_column_text]<\/p>\n

Desmitificar les idees preconcebudes relacionades amb els miracles del m\u00e0rqueting digital<\/p><\/blockquote>\n

[\/vc_column_text][\/vc_column][vc_column offset=\u00bbvc_col-lg-offset-0 vc_col-lg-8 vc_col-md-offset-0 vc_col-md-8 vc_col-sm-offset-0″][vc_column_text]<\/p>\n

I qu\u00e8 podem fer de diferent?<\/b><\/span><\/h3>\n

Des de la nostra experi\u00e8ncia, treballar la comunicaci\u00f3 digital en el paradigma actual vol dir empassar-se moltes contradiccions<\/b>. En canvi, com a la resta d\u2019\u00e0mbits, podem aplicar una perspectiva cr\u00edtica<\/a>. Resulta important, per exemple, desmitificar les idees preconcebudes relacionades amb els miracles del m\u00e0rqueting digital i aterrar els conceptes per apoderar i formar als clients. Aix\u00ed mateix, resulta clau parlar de l\u2019opacitat dels algoritmes i intentar fer prendre consci\u00e8ncia del que suposa invertir en empreses com Google o Facebook. Moltes vegades els propis clients\/companys no coneixen l\u2019exist\u00e8ncia d\u2019alternatives, pel que \u00e9s especialment important visibilitzar-les i recomanar-les, per alimentar la creaci\u00f3 de nous horitzons.<\/p>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column offset=\u00bbvc_col-lg-offset-0 vc_col-lg-12 vc_col-md-offset-0 vc_col-md-12 vc_col-sm-offset-0″][vc_single_image image=\u00bb1662″ img_size=\u00bbfull\u00bb][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row][vc_column offset=\u00bbvc_col-lg-offset-2 vc_col-lg-8 vc_col-md-offset-1 vc_col-md-10 vc_col-sm-offset-0″][vc_column_text] Estrenem les col\u00b7laboracions en aquest blog amb l’article de Marta G\u00f3mez de la cooperativa tecnol\u00f2gica Jamgo. \u00c9s necessari ocupar els espais digitals per arribar a la ciutadania. Els projectes de l\u2019economia solid\u00e0ria sovint es tradueixen en imaginaris plens de vida, d\u2019esperan\u00e7a i amb horitzons de transformaci\u00f3. Imaginaris que mereixen […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[15],"tags":[222,221,225],"class_list":["post-1463","post","type-post","status-publish","format-standard","hentry","category-general","tag-comunicacio-digital","tag-programari-lliure","tag-seo"],"acf":[],"yoast_head":"\nComunicar en l\u00ednia amb perspectiva cr\u00edtica - L'Ap\u00f2strof<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/apostrof.coop\/es\/comunicar-en-linia-critica\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comunicar en l\u00ednia amb perspectiva cr\u00edtica - L'Ap\u00f2strof\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column offset=\u00bbvc_col-lg-offset-2 vc_col-lg-8 vc_col-md-offset-1 vc_col-md-10 vc_col-sm-offset-0″][vc_column_text] Estrenem les col\u00b7laboracions en aquest blog amb l’article de Marta G\u00f3mez de la cooperativa tecnol\u00f2gica Jamgo. \u00c9s necessari ocupar els espais digitals per arribar a la ciutadania. 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