Social Communication: Foundations and Challenges

What is social communication and why is it important?

Social communication is the discipline that studies the complex processes of production, circulation, and reception of meaning in society. It goes beyond the simplistic notion of mere information transmission to analyze how messages construct social reality, mediate power relations, and shape culture. It is not a neutral act, as every medium and every message is loaded with intentions, biases, and interpretive frameworks.

Its importance is crucial for understanding how public opinion is formed, how collective identities are articulated, and how change is promoted or the status quo is maintained. For design, branding, and communication professionals, social communication provides the theoretical framework to create messages that are not only persuasive but also culturally resonant, ethically responsible, and strategically aware of the medium in which they operate, recognizing that the medium is never a mere vehicle but a constituent part of the message.

What are the main theories of social communication?

More than a list of authors, it is useful to understand the paradigms that have shaped the discipline. The earliest models, such as Lasswell's ("who says what, in which channel, to whom, with what effect"), conceived of communication as a linear and unidirectional process. This view was challenged by the Critical Theory of the Frankfurt School, which analyzed mass media as ideological apparatuses at the service of power, capable of standardizing culture and pacifying audiences.

Subsequently, theories focused on media effects. The Agenda-Setting theory posits that the media do not tell us what to think, but rather what to think about, thereby setting the public agenda. In contrast, approaches like the Uses and Gratifications theory reverse the perspective, presenting audiences as active agents who select and use media to satisfy specific needs, from information to social integration.

Finally, the work of theorists like Marshall McLuhan remains fundamental. His famous axiom, "the medium is the message," compels us to analyze how communication technology itself—be it the printing press, television, or the internet—shapes human perception and social structure, regardless of the content it transmits.

What is the difference between social communication and journalism?

The fundamental distinction lies in scope and purpose. Journalism is a specialization within the vast field of social communication. Its primary function is the collection, analysis, and dissemination of information of public interest, with an ideal commitment to truthfulness, source verification, and objectivity. Its ultimate goal is to provide an informational service to the citizenry.

Social communication, on the other hand, is the parent discipline that encompasses journalism along with other areas such as public relations, corporate communication, advertising, political communication, and media studies. Its objectives are diverse and not always informational: they can be persuasive (advertising), relational (reputation management), organizational (internal communication), or for entertainment. While a journalist is (in theory) accountable to the public interest, a social communicator may serve the interests of an organization, a brand, or a cause.

How does social media influence social communication?

The emergence of social media represents a paradigm shift, not just a technological evolution. It has dismantled the vertical and unidirectional dissemination model (one-to-many) typical of mass media, replacing it with a reticular and multidirectional structure (many-to-many). This has fragmented audiences and eroded the authority of traditional senders.

This transformation forces communicators to abandon the idea of total control over the message. The audience is no longer a passive receiver but a network of "prosumers" who interpret, remix, and redistribute content, becoming a key player in the construction of meaning. This environment demands new strategic logics, such as transmedia storytelling, and an agile response capability to virality, which can both amplify a message and trigger a reputational crisis in a matter of hours.

How is a social communication plan developed?

A communication plan is a strategic instrument, not a simple list of actions. Its development is a methodological process that begins with a rigorous diagnosis: a deep analysis of the environment, the organization, the audiences (stakeholders), and the problem or opportunity to be addressed. This research phase is fundamental to ensure the strategy is based on evidence, not intuition.

Based on the diagnosis, SMART objectives (Specific, Measurable, Achievable, Relevant, and Time-bound) are defined, establishing what is to be achieved. The strategy is the conceptual approach that will guide all actions, defining the key message, tone of voice, and core arguments. It is the "how" the objectives will be met, the guiding idea that gives coherence to the plan.

Finally, tactics are broken down (concrete actions such as content campaigns, events, or media relations), and the most suitable channels are selected for each audience. A critical and often underestimated phase is evaluation: establishing key performance indicators (KPIs) to measure not only the dissemination of messages but also their real impact on the audience's perceptions, attitudes, or behaviors.

What is social responsibility in communication?

Social responsibility in communication is an ethical commitment that transcends mere compliance with legal regulations. It implies a critical awareness of the power messages have to shape reality, influence attitudes, and perpetuate or challenge stereotypes. It refers not only to "what" is communicated but also to "how" and the foreseeable consequences of that communicative act.

In practice, it translates into a commitment to truthfulness, transparency about intentions (especially in persuasive contexts like advertising), and the active promotion of diversity and inclusion. It means designing accessible communications for people with different abilities, avoiding undue cultural appropriation, and not instrumentalizing vulnerable communities. In essence, it is assuming that every act of communication has a public impact and that the professional is co-responsible for its effects on society.