25 años de investigación en comunicación organizacional digital. Artículo de revisión
Palabras clave:
Comunicación organizacional, Comunicación corporativa, Comunicación digital, Investigación académica, Métodos de investigación, Redes sociales, Big data, Artículo de revisión.Resumen
Hace un cuarto de siglo que las organizaciones consolidaron su comunicación digital y los investigadores comenzaron su estudio. El artículo analiza y evalúa las tendencias, hallazgos y principales retos de futuro de la disciplina desde el punto de vista temático y metodológico. Se examinan todos los artículos publicados sobre el tema en las principales revistas incluidas en los Journal Citation Reports (JCR) a través de un análisis de contenido cuantitativo y un estudio cualitativo de los temas y hermenéuticas. Los resultados señalan un incremento continuado del interés por el objeto de estudio desde una perspectiva mayoritariamente determinista y descriptiva que ofrece una radiografía de la evolución de la comunicación en las organizaciones vinculada a las innovaciones tecnológicas. Como temas emergentes y retos surgen, entre otros, la comunicación híbrida, la comunicación a través de mensajería web instantánea y la robotización y su creciente influencia en la sociedad, especialmente, en las elecciones y referéndums políticos.
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