{"id":7044,"date":"2024-07-24T22:08:07","date_gmt":"2024-07-24T22:08:07","guid":{"rendered":"https:\/\/climatecommunications.earth\/whitepaper-articles\/preparando-el-panorama-de-los-medios-de-comunicacion-para-el-futuro\/"},"modified":"2024-08-09T17:28:26","modified_gmt":"2024-08-09T17:28:26","slug":"preparando-el-panorama-de-los-medios-de-comunicacion-para-el-futuro","status":"publish","type":"whitepaper-articles","link":"https:\/\/climatecommunications.earth\/es\/whitepaper-articles\/preparando-el-panorama-de-los-medios-de-comunicacion-para-el-futuro\/","title":{"rendered":"7.1 Preparar el panorama de los medios de comunicaci\u00f3n para el futuro"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"7044\" class=\"elementor elementor-7044 elementor-6309\" data-elementor-post-type=\"whitepaper-articles\">\n\t\t\t\t<div class=\"elementor-element elementor-element-387cc012 e-con-full e-flex e-con e-parent\" data-id=\"387cc012\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-14da2a3d elementor-icon-list--layout-inline whitepaper-crumbs elementor-list-item-link-full_width elementor-invisible elementor-widget elementor-widget-global elementor-global-4698 elementor-widget-icon-list\" data-id=\"14da2a3d\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInUp&quot;}\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items elementor-inline-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-inline-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"\/es\/documento-tecnico\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Documento T\u00e9chnico<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-inline-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/climatecommunications.earth\/es\/whitepaper-chapters\/la-oportunidad-para-una-participacion-mas-amplia\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"9\" height=\"16\" viewBox=\"0 0 9 16\" fill=\"none\"><path d=\"M1 1.22021L7.5 8.22022L1 15.2202\" stroke=\"#109B5E\" stroke-width=\"2\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Potenciar la acci\u00f3n clim\u00e1tica a trav\u00e9s de la creatividad<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-inline-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"9\" height=\"16\" viewBox=\"0 0 9 16\" fill=\"none\"><path d=\"M1 1.22021L7.5 8.22022L1 15.2202\" stroke=\"#109B5E\" stroke-width=\"2\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">7.1 Preparar el panorama de los medios de comunicaci\u00f3n para el futuro<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-31f42c91 e-con-full e-flex e-con e-parent\" data-id=\"31f42c91\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-626944e2 e-con-full e-flex e-con e-child\" data-id=\"626944e2\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2d385fcb elementor-invisible elementor-widget elementor-widget-heading\" data-id=\"2d385fcb\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInUp&quot;,&quot;_animation_delay&quot;:150}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Preparar el panorama de los medios de comunicaci\u00f3n para el futuro  <\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-63f9cc8d elementor-widget elementor-widget-global elementor-global-5629 elementor-widget-html\" data-id=\"63f9cc8d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"gradient-rule\"><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7f920a0b elementor-invisible elementor-widget elementor-widget-heading\" data-id=\"7f920a0b\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInUp&quot;,&quot;_animation_delay&quot;:200}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">\"No se trata solo de un imperativo moral. Lo que necesitamos son historias de lo que otros est\u00e1n haciendo para conectar el valor empresarial con la acci\u00f3n clim\u00e1tica\".  <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a34f67d elementor-invisible elementor-widget elementor-widget-heading\" data-id=\"1a34f67d\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInUp&quot;,&quot;_animation_delay&quot;:250}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">SIMON MULCAHY <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5c65e14c e-con-full animated-slow e-flex elementor-invisible e-con e-child\" data-id=\"5c65e14c\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;animation&quot;:&quot;fadeIn&quot;,&quot;animation_delay&quot;:300}\">\n\t\t<div class=\"elementor-element elementor-element-6f6c786a e-con-full e-flex e-con e-child\" data-id=\"6f6c786a\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;position&quot;:&quot;absolute&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7683505c elementor-widget elementor-widget-global elementor-global-4822 elementor-widget-spacer\" data-id=\"7683505c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1937b2aa elementor-widget elementor-widget-image\" data-id=\"1937b2aa\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"602\" src=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/marasmius-1024x771.webp\" class=\"attachment-large size-large wp-image-6679\" 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;&quot;,&quot;bottom&quot;:&quot;&quot;,&quot;left&quot;:&quot;&quot;,&quot;isLinked&quot;:true},&quot;_padding_mobile_extra&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;top&quot;:&quot;&quot;,&quot;right&quot;:&quot;&quot;,&quot;bottom&quot;:&quot;&quot;,&quot;left&quot;:&quot;&quot;,&quot;isLinked&quot;:true},&quot;_padding_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;top&quot;:&quot;&quot;,&quot;right&quot;:&quot;&quot;,&quot;bottom&quot;:&quot;&quot;,&quot;left&quot;:&quot;&quot;,&quot;isLinked&quot;:true},&quot;_element_width&quot;:&quot;&quot;,&quot;_element_width_tablet&quot;:&quot;&quot;,&quot;_element_width_mobile_extra&quot;:&quot;&quot;,&quot;_element_width_mobile&quot;:&quot;&quot;,&quot;_element_custom_width&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_element_custom_width_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_element_custom_width_mobile_extra&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_element_custom_width_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_flex_align_self&quot;:&quot;&quot;,&quot;_flex_align_self_tablet&quot;:&quot;&quot;,&quot;_flex_align_self_mobile_extra&quot;:&quot;&quot;,&quot;_flex_align_self_mobile&quot;:&quot;&quot;,&quot;_flex_order&quot;:&quot;&quot;,&quot;_flex_order_tablet&quot;:&quot;&quot;,&quot;_flex_order_mobile_extra&quot;:&quot;&quot;,&quot;_flex_order_mobile&quot;:&quot;&quot;,&quot;_flex_order_custom&quot;:&quot;&quot;,&quot;_flex_order_custom_tablet&quot;:&quot;&quot;,&quot;_flex_order_custom_mobile_extra&quot;:&quot;&quot;,&quot;_flex_order_custom_mobile&quot;:&quot;&quot;,&quot;_flex_size&quot;:&quot;&quot;,&quot;_flex_size_tablet&quot;:&quot;&quot;,&quot;_flex_size_mobile_extra&quot;:&quot;&quot;,&quot;_flex_size_mobile&quot;:&quot;&quot;,&quot;_flex_grow&quot;:1,&quot;_flex_grow_tablet&quot;:&quot;&quot;,&quot;_flex_grow_mobile_extra&quot;:&quot;&quot;,&quot;_flex_grow_mobile&quot;:&quot;&quot;,&quot;_flex_shrink&quot;:1,&quot;_flex_shrink_tablet&quot;:&quot;&quot;,&quot;_flex_shrink_mobile_extra&quot;:&quot;&quot;,&quot;_flex_shrink_mobile&quot;:&quot;&quot;,&quot;_element_vertical_align&quot;:&quot;&quot;,&quot;_element_vertical_align_tablet&quot;:&quot;&quot;,&quot;_element_vertical_align_mobile_extra&quot;:&quot;&quot;,&quot;_element_vertical_align_mobile&quot;:&quot;&quot;,&quot;_position&quot;:&quot;&quot;,&quot;_offset_orientation_h&quot;:&quot;start&quot;,&quot;_offset_x&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:0,&quot;sizes&quot;:[]},&quot;_offset_x_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_offset_x_mobile_extra&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_offset_x_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_offset_x_end&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:0,&quot;sizes&quot;:[]},&quot;_offset_x_end_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_offset_x_end_mobile_extra&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_offset_x_end_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_offset_orientation_v&quot;:&quot;start&quot;,&quot;_offset_y&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:0,&quot;sizes&quot;:[]},&quot;_offset_y_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_offset_y_mobile_extra&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_offset_y_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_offset_y_end&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:0,&quot;sizes&quot;:[]},&quot;_offset_y_end_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_offset_y_end_mobile_extra&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_offset_y_end_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_z_index&quot;:&quot;&quot;,&quot;_z_index_tablet&quot;:&quot;&quot;,&quot;_z_index_mobile_extra&quot;:&quot;&quot;,&quot;_z_index_mobile&quot;:&quot;&quot;,&quot;_element_id&quot;:&quot;&quot;,&quot;_css_classes&quot;:&quot;&quot;,&quot;e_display_conditions&quot;:&quot;&quot;,&quot;motion_fx_motion_fx_scrolling&quot;:&quot;&quot;,&quot;motion_fx_translateY_effect&quot;:&quot;&quot;,&quot;motion_fx_translateY_direction&quot;:&quot;&quot;,&quot;motion_fx_translateY_speed&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:4,&quot;s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&quot;,&quot;_border_hover_transition&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_mask_switch&quot;:&quot;&quot;,&quot;_mask_shape&quot;:&quot;circle&quot;,&quot;_mask_image&quot;:{&quot;url&quot;:&quot;&quot;,&quot;id&quot;:&quot;&quot;,&quot;size&quot;:&quot;&quot;},&quot;_mask_notice&quot;:&quot;&quot;,&quot;_mask_size&quot;:&quot;contain&quot;,&quot;_mask_size_tablet&quot;:&quot;&quot;,&quot;_mask_size_mobile_extra&quot;:&quot;&quot;,&quot;_mask_size_mobile&quot;:&quot;&quot;,&quot;_mask_size_scale&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:100,&quot;sizes&quot;:[]},&quot;_mask_size_scale_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_mask_size_scale_mobile_extra&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_mask_size_scale_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_mask_position&quot;:&quot;center center&quot;,&quot;_mask_position_tablet&quot;:&quot;&quot;,&quot;_mask_position_mobile_extra&quot;:&quot;&quot;,&quot;_mask_position_mobile&quot;:&quot;&quot;,&quot;_mask_position_x&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:0,&quot;sizes&quot;:[]},&quot;_mask_position_x_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_mask_position_x_mobile_extra&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_mask_position_x_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_mask_position_y&quot;:{&quot;unit&quot;:&quot;%&quot;,&quot;size&quot;:0,&quot;sizes&quot;:[]},&quot;_mask_position_y_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_mask_position_y_mobile_extra&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_mask_position_y_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_mask_repeat&quot;:&quot;no-repeat&quot;,&quot;_mask_repeat_tablet&quot;:&quot;&quot;,&quot;_mask_repeat_mobile_extra&quot;:&quot;&quot;,&quot;_mask_repeat_mobile&quot;:&quot;&quot;,&quot;hide_desktop&quot;:&quot;&quot;,&quot;hide_tablet&quot;:&quot;&quot;,&quot;hide_mobile_extra&quot;:&quot;&quot;,&quot;hide_mobile&quot;:&quot;&quot;,&quot;_attributes&quot;:&quot;&quot;,&quot;custom_css&quot;:&quot;&quot;},&quot;defaultEditSettings&quot;:{&quot;defaultEditRoute&quot;:&quot;content&quot;},&quot;elements&quot;:[],&quot;widgetType&quot;:&quot;image&quot;,&quot;editSettings&quot;:{&quot;defaultEditRoute&quot;:&quot;content&quot;,&quot;panel&quot;:{&quot;activeTab&quot;:&quot;content&quot;,&quot;activeSection&quot;:&quot;section_image&quot;}},&quot;htmlCache&quot;:&quot;&quot;}]}\" srcset=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/marasmius-1024x771.webp 1024w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/marasmius-300x226.webp 300w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/marasmius-768x579.webp 768w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/marasmius.webp 1536w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1b6e81d2 elementor-hidden-desktop elementor-hidden-tablet elementor-hidden-mobile_extra e-flex e-con-boxed e-con e-parent\" data-id=\"1b6e81d2\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;sticky&quot;:&quot;top&quot;,&quot;sticky_on&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile_extra&quot;,&quot;mobile&quot;],&quot;sticky_offset&quot;:0,&quot;sticky_effects_offset&quot;:0,&quot;sticky_anchor_link_offset&quot;:0}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-51b37fd0 elementor-mobile-align-justify elementor-widget elementor-widget-button\" data-id=\"51b37fd0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"#article-text\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Texto del art\u00edculo<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-626f68bb elementor-mobile-align-justify elementor-widget elementor-widget-button\" data-id=\"626f68bb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"#article-figures\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Figuras del art\u00edculo<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3a199e76 article-main-content e-con-full e-flex e-con e-parent\" data-id=\"3a199e76\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-35cb9f0a e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"35cb9f0a\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeIn&quot;,&quot;animation_delay&quot;:500}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2afc4ded elementor-widget elementor-widget-menu-anchor\" data-id=\"2afc4ded\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-menu-anchor\" id=\"article-text\"><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-443e149b elementor-drop-cap-yes elementor-drop-cap-view-default elementor-widget elementor-widget-text-editor\" data-id=\"443e149b\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;drop_cap&quot;:&quot;yes&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"article__body-text drop-cap w-richtext\">\n<p><strong>La industria de los medios de comunicaci\u00f3n tiene una enorme influencia sobre la percepci\u00f3n y la acci\u00f3n del p\u00fablico.<\/strong>  Junto con el marketing y la publicidad, solo impulsa las elecciones de los consumidores, sino que tambi\u00e9n da forma a nuestra comprensi\u00f3n de los principales problemas mundiales, incluido el cambio clim\u00e1tico.<br \/>\nEs crucial que esta industria reconozca su influencia, o <em>huella cerebral<\/em> , en la mentalidad del p\u00fablico, yendo m\u00e1s all\u00e1 de la simple descarbonizaci\u00f3n de sus propias operaciones.   <\/p>\n<p>Es deber de los medios de comunicaci\u00f3n informar con precisi\u00f3n sobre los impactos de la crisis clim\u00e1tica.<br \/>\nPero m\u00e1s all\u00e1 de solo presentar el problema, existe una necesidad urgente de destacar las soluciones y predicar con el ejemplo.<br \/>\nAl cambiar su enfoque de comunicaci\u00f3n sobre el clima, los medios de comunicaci\u00f3n pueden desempe\u00f1ar un papel fundamental en la movilizaci\u00f3n de los sectores p\u00fablico y privado hacia una acci\u00f3n clim\u00e1tica transformadora.  <\/p>\n<\/div>\n<div class=\"contribution-wrapper\" data-w-id=\"601a71a5-81cd-97c9-1649-b153537f6ab6\"> <\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a365c9d e-con-full e-flex e-con e-child\" data-id=\"a365c9d\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-511f8e17 elementor-position-left elementor-vertical-align-middle author-box article-contributor-bio elementor-position-left animated-fast elementor-invisible elementor-widget elementor-widget-image-box\" data-id=\"511f8e17\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInUp&quot;}\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/64fd205dd2887fc44bdeeb0d_Simon-Headshot.webp\" class=\"attachment-full size-full wp-image-5081\" alt=\"Simon Mulcahy\" srcset=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/64fd205dd2887fc44bdeeb0d_Simon-Headshot.webp 500w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/64fd205dd2887fc44bdeeb0d_Simon-Headshot-300x300.webp 300w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/64fd205dd2887fc44bdeeb0d_Simon-Headshot-150x150.webp 150w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/figure><div class=\"elementor-image-box-content\"><h3 class=\"elementor-image-box-title\">Simon Mulcahy<\/h3><p class=\"elementor-image-box-description\">PRESIDENTE DE SOSTENIBILIDAD | TIMECO2  <\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-319bfc55 elementor-widget elementor-widget-image\" data-id=\"319bfc55\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"101\" height=\"101\" src=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Vectors_gradient_bkg.svg\" class=\"attachment-large size-large wp-image-6063\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5458b317 elementor-widget elementor-widget-text-editor\" data-id=\"5458b317\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Creemos que los negocios pueden ser la mayor plataforma para el cambio. La transici\u00f3n a un mundo post-combustibles f\u00f3siles est\u00e1 en marcha, y los l\u00edderes corporativos ya est\u00e1n encabezando la carga para remodelar sus negocios. Sin embargo, este futuro no se ha distribuido ampliamente; La mayor\u00eda de las empresas tienen una experiencia t\u00e9cnica limitada en cuestiones clim\u00e1ticas y, a menudo, desconocen o no pueden capitalizar las oportunidades comerciales clim\u00e1ticas, ni la mayor\u00eda de las empresas son conscientes de los cambios significativos que ya est\u00e1n en marcha. Esto significa que muchas empresas est\u00e1n tomando decisiones basadas en las condiciones del pasado, no en las del futuro. Est\u00e1n patinando hacia donde iba el disco, no hacia donde va.<\/p>\n<p>Creemos que los medios de comunicaci\u00f3n y el periodismo tienen el poder no solo de informar, sino de inspirar y activar.<br \/>\nSi las empresas entendieran, en un lenguaje que les hable, actuar\u00edan.<br \/>\nAdem\u00e1s, se ven obligados a actuar cuando saben que forman parte de un esfuerzo concertado.<br \/>\nY, si se considera que las empresas lideran y son recompensadas por la acci\u00f3n clim\u00e1tica, se volver\u00e1n m\u00e1s francas sobre sus acciones, en lugar de permanecer en silencio y retirarse del liderazgo clim\u00e1tico.   <\/p>\n<p>A trav\u00e9s de la plataforma TIME, nuestro galardonado equipo de periodistas clim\u00e1ticos, nuestras profundas asociaciones de expertos y nuestros expertos clim\u00e1ticos internos, nos dedicamos a replantear y remodelar la narrativa clim\u00e1tica para acelerar la acci\u00f3n clim\u00e1tica empresarial.<\/p>\n<p>No se trata s\u00f3lo de un imperativo moral.<br \/>\nLo que necesitamos son historias de lo que otros est\u00e1n haciendo para conectar el valor empresarial con la acci\u00f3n clim\u00e1tica.<br \/>\nTenemos que demostrar el caso de negocio para la acci\u00f3n clim\u00e1tica, con datos claros, ideas y puntos de prueba.<br \/>\nY necesitamos empoderar a aquellos cuya funci\u00f3n es convencer a m\u00faltiples ejecutivos operativos y de nivel de junta directiva para que apoyen las inversiones necesarias.   <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5f416e00 animated-slow elementor-invisible elementor-widget elementor-widget-text-editor\" data-id=\"5f416e00\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"article__body-text w-richtext\" data-w-id=\"309bd1cd-4acf-93ee-7c29-42dc3f537c9f\">\n<p><strong>Los medios de comunicaci\u00f3n impulsan a las personas a comprar productos.<br \/>\nDe la misma manera, puede impulsar a las personas a cambiar su comportamiento.   <\/strong>La promoci\u00f3n de un producto, ya sea algo que comprar o una acci\u00f3n que tomar, puede ser parte de la soluci\u00f3n para abordar el cambio clim\u00e1tico.<br \/>\nDe hecho, ver la acci\u00f3n clim\u00e1tica como un producto para comercializar a un p\u00fablico amplio es el primer paso para crear una estrategia de comunicaci\u00f3n clara que permita una acci\u00f3n p\u00fablica amplia.<br \/>\nAlgunas agencias de medios ya est\u00e1n empezando a utilizar su influencia para reestructurar la forma en que la industria del marketing y la publicidad utiliza su alcance.  <\/p>\n<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-93dd1a5 elementor-widget elementor-widget-global elementor-global-5629 elementor-widget-html\" data-id=\"93dd1a5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"gradient-rule\"><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-91c47dc elementor-widget elementor-widget-heading\" data-id=\"91c47dc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\">\"Mientras nos preparamos para vencer al cambio clim\u00e1tico, lo que a\u00fan no se ha 'hecho' es una cultura de optimismo clim\u00e1tico; la creencia de que el mundo ser\u00e1 mejor, la confianza en que podemos lograrlo, el reconocimiento de que la acci\u00f3n requerida es urgente, emocionante, necesaria y llena de oportunidades. (...) Prefiero pensar en ello como una brecha cultural. Una brecha entre lo que estamos haciendo y lo que es posible y necesario, por el otro. Ninguna industria est\u00e1 mejor posicionada para cerrar esta brecha que el sector de los medios de comunicaci\u00f3n\". <sup>1<\/sup><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0f151c9 elementor-widget elementor-widget-heading\" data-id=\"0f151c9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\">CHRISTIANA FIGUERES, INFORME DEL FORO DE MEDIOS RESPONSABLES  <\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-673786e animated-slow elementor-invisible elementor-widget elementor-widget-text-editor\" data-id=\"673786e\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"article__body-text w-richtext\" data-w-id=\"309bd1cd-4acf-93ee-7c29-42dc3f537c9f\">\n<p><strong>El sector de los medios de comunicaci\u00f3n y el entretenimiento desempe\u00f1a un papel fundamental en la formaci\u00f3n de la opini\u00f3n p\u00fablica. <\/strong>M\u00e1s all\u00e1 de las noticias y el contenido de entretenimiento, la industria influye en las decisiones cotidianas, desde los productos que compramos hasta c\u00f3mo pasamos nuestro tiempo.<br \/>\nCon el individuo promedio en los EE.UU. viendo m\u00e1s de cuatro horas de televisi\u00f3n al d\u00eda y viendo decenas de miles de anuncios al a\u00f1o, la \u00abhuella cerebral\u00bb de los medios de comunicaci\u00f3n, su influencia intelectual y psicol\u00f3gica, no puede ser exagerada.<br \/>\nEl sector de los medios de comunicaci\u00f3n tiene la responsabilidad de utilizar su influencia intangible para el bien, influyendo positivamente en la mentalidad y los valores de la sociedad para promover la acci\u00f3n <sup>clim\u00e1tica.2<\/sup>  <\/p>\n<p><strong>Los medios de comunicaci\u00f3n est\u00e1n sometidos a una presi\u00f3n cada vez mayor para que reconozcan y act\u00faen en consecuencia. <\/strong>Al igual que en la industria de la publicidad, la influencia omnipresente de los medios de comunicaci\u00f3n ha llevado a un creciente llamado a una mayor responsabilidad corporativa.<br \/>\nLas ONG, el p\u00fablico, los gobiernos y los inversores socialmente responsables han expresado cada vez m\u00e1s su preocupaci\u00f3n por los efectos sociales indirectos del sector. <sup>2<\/sup> Si bien la industria de los medios de comunicaci\u00f3n en s\u00ed misma no tiene una gran huella ambiental, su gran impacto psicol\u00f3gico y cultural la convierte en un actor clave en los esfuerzos de comunicaci\u00f3n clim\u00e1tica. <strong>Reconstruir la confianza en los medios de comunicaci\u00f3n ser\u00e1 crucial en los pr\u00f3ximos a\u00f1os para luchar contra la desinformaci\u00f3n y la polarizaci\u00f3n<\/strong>, y a medida que crece la influencia del sector, surge un \u00e9nfasis en la necesidad de transparencia y rendici\u00f3n de cuentas. <\/p>\n<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-539efbe elementor-widget elementor-widget-global elementor-global-5629 elementor-widget-html\" data-id=\"539efbe\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"gradient-rule\"><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5b3dafe elementor-widget elementor-widget-heading\" data-id=\"5b3dafe\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\">\"McDonald's y Coca-Cola est\u00e1n en el negocio de poner cosas dentro de los est\u00f3magos de las personas, por lo que todos (especialmente los medios de comunicaci\u00f3n) esperan que asuman la responsabilidad de su impacto nutricional. Del mismo modo, Shell y BP est\u00e1n en el negocio de sacar cosas de la tierra, por lo que todos (especialmente los medios de comunicaci\u00f3n) esperan que asuman la responsabilidad de su impacto ambiental. Los medios de comunicaci\u00f3n est\u00e1n en el negocio de meter cosas en la cabeza de la gente. Pero, \u00bfalguien cree que asumen la responsabilidad de su impacto cultural? <sup>n\u00famero ar\u00e1bigo<\/sup>\n<\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aa765e0 elementor-widget elementor-widget-heading\" data-id=\"aa765e0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\">STEVE HILTON, COMENTARISTA BRIT\u00c1NICO.  <\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8e13c1e animated-slow elementor-invisible elementor-widget elementor-widget-text-editor\" data-id=\"8e13c1e\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>El informe del Foro de Medios Responsables analiz\u00f3 las principales empresas de tecnolog\u00eda, medios de comunicaci\u00f3n y telecomunicaciones del mundo en comparaci\u00f3n con las principales empresas extractivas.<br \/>\nAunque las empresas de medios de comunicaci\u00f3n son m\u00e1s importantes en ingresos y tama\u00f1o de empleados, su huella ambiental es significativamente menor.<br \/>\nSi bien es esencial que las empresas de medios reduzcan sus emisiones de carbono en l\u00ednea con el Acuerdo de Par\u00eds, el impacto cultural sin precedentes del sector, el \u00absuperpoder\u00bb de los medios, tiene una capacidad inigualable para moldear creencias y comportamientos a gran escala. <sup>1<\/sup>  <\/p>\n<p>Con la democratizaci\u00f3n de los medios digitales, la comunicaci\u00f3n de masas ha evolucionado, permitiendo que se escuchen m\u00e1s voces, pero tambi\u00e9n contribuyendo al riesgo de \u00abburbujas de filtro\u00bb y \u00abc\u00e1maras de eco\u00bb.<br \/>\nPara hacer frente a esto, <strong>las empresas de medios de comunicaci\u00f3n est\u00e1n trabajando para diversificar el di\u00e1logo y llegar a un p\u00fablico m\u00e1s amplio. <\/strong>Con respecto a cuestiones clave como el cambio clim\u00e1tico, el objetivo es simplificar conceptos cient\u00edficos complejos para una audiencia masiva y ampliar el alcance de estos mensajes a todos los sectores de la sociedad.<br \/>\nLas empresas de medios de comunicaci\u00f3n tambi\u00e9n est\u00e1n explorando nuevas \u00e1reas, como la educaci\u00f3n digital y la cultura de los influencers, ofreciendo formas innovadoras de atraer a las audiencias.<br \/>\nDe cara al futuro, se har\u00e1 hincapi\u00e9 en el desarrollo de asociaciones multisectoriales y en llegar a audiencias subrepresentadas, a fin de proporcionar una representaci\u00f3n integral de la acci\u00f3n <sup>clim\u00e1tica3.<\/sup>   <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1ba4856 e-con-full e-flex e-con e-child\" data-id=\"1ba4856\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-fa8e9a5 elementor-position-left elementor-vertical-align-middle author-box article-contributor-bio elementor-position-left animated-fast elementor-invisible elementor-widget elementor-widget-image-box\" data-id=\"fa8e9a5\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInUp&quot;}\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/64eeb9e19e7889871a0ec880_Jean-Marc-Papin-Headshot.webp\" class=\"attachment-full size-full wp-image-5143\" alt=\"Jean Marc Papin\" srcset=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/64eeb9e19e7889871a0ec880_Jean-Marc-Papin-Headshot.webp 500w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/64eeb9e19e7889871a0ec880_Jean-Marc-Papin-Headshot-300x300.webp 300w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/64eeb9e19e7889871a0ec880_Jean-Marc-Papin-Headshot-150x150.webp 150w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/figure><div class=\"elementor-image-box-content\"><h3 class=\"elementor-image-box-title\">Jean Marc Papin<\/h3><p class=\"elementor-image-box-description\">VICEPRESIDENTE S\u00c9NIOR DE TECNOLOG\u00cdA DE MEDIOS Y DATOS | MEDIOS DE COMUNICACI\u00d3N DE HORIZON  <\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-adf7085 elementor-widget elementor-widget-image\" data-id=\"adf7085\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"101\" height=\"101\" src=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Vectors_gradient_bkg.svg\" class=\"attachment-large size-large wp-image-6063\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-00569a6 elementor-widget elementor-widget-text-editor\" data-id=\"00569a6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>El alcance de la industria del marketing y la publicidad es significativo e interconectado: un ecosistema complejo que involucra a varias partes interesadas.<br \/>\nLas marcas promocionan sus productos y servicios, las plataformas proporcionan los medios para llegar a una amplia audiencia y comentarios sobre el comportamiento y las preferencias de los consumidores.<br \/>\nLas agencias creativas desarrollan contenido atractivo para impulsar la conversi\u00f3n y el consumo, y los consumidores interact\u00faan con los mensajes y responden a ellos.<br \/>\nEn medio de todo esto, las agencias de medios se sientan en el centro como orquestadoras, el punto de contacto entre cada parte interesada, lo que facilita la colaboraci\u00f3n en cada componente.<br \/>\nEsto hace que los medios de comunicaci\u00f3n sean los m\u00e1s adecuados para impulsar la adopci\u00f3n sist\u00e9mica de nuevas pr\u00e1cticas.    <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4260c2f elementor-widget__width-initial elementor-widget elementor-widget-image\" data-id=\"4260c2f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Screen-Shot-2023-09-17-at-11.24.11-AM.webp\" data-elementor-open-lightbox=\"no\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1656\" height=\"1180\" src=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Screen-Shot-2023-09-17-at-11.24.11-AM.webp\" class=\"attachment-full size-full wp-image-6798\" alt=\"Figure 97: Public service announcements and the unique position of media.\" srcset=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Screen-Shot-2023-09-17-at-11.24.11-AM.webp 1656w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Screen-Shot-2023-09-17-at-11.24.11-AM-300x214.webp 300w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Screen-Shot-2023-09-17-at-11.24.11-AM-1024x730.webp 1024w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Screen-Shot-2023-09-17-at-11.24.11-AM-768x547.webp 768w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Screen-Shot-2023-09-17-at-11.24.11-AM-1536x1094.webp 1536w\" sizes=\"(max-width: 1656px) 100vw, 1656px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Figura 97: Anuncios de servicio p\u00fablico y la posici\u00f3n \u00fanica de los medios.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ae52954 elementor-widget elementor-widget-text-editor\" data-id=\"ae52954\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Las agencias de medios son, en virtud del papel central que desempe\u00f1an en el sistema publicitario, los guardianes de la informaci\u00f3n.<br \/>\nLa transmisi\u00f3n de contenido a los consumidores, tanto en contextos B2C como B2B, da como resultado que la agencia est\u00e9 en el bucle de retroalimentaci\u00f3n de su p\u00fablico objetivo, creando estrategias basadas en datos que se dirigen a audiencias espec\u00edficas e influyen en el comportamiento del consumidor.<br \/>\nLas agencias de medios tienen acceso a capacidades de segmentaci\u00f3n en profundidad que permiten a las marcas llegar al subconjunto preciso de consumidores que desean.<br \/>\nComo tal, las agencias de medios pueden ayudar a las marcas a dirigirse a los consumidores que ser\u00e1n m\u00e1s receptivos a los productos, servicios y valores sostenibles de las marcas, fomentando un cambio hacia opciones m\u00e1s conscientes del medio ambiente y la sociedad.   <\/p>\n<p>Esta posici\u00f3n central exige un nivel de responsabilidad por parte de las agencias de medios para impulsar acciones de sostenibilidad entre el resto del ecosistema.<br \/>\nLas agencias de medios de comunicaci\u00f3n influyen no solo en los consumidores aguas abajo, sino que, como puerta de entrada a los consumidores, tambi\u00e9n ejercen un nivel significativo de influencia en las fases anteriores de su cadena de valor.<br \/>\nEstipular, por ejemplo, que la agencia de medios solo colaborar\u00e1 con socios neutros en carbono, proporcionar\u00e1 informes adicionales en profundidad sobre productos o servicios desarrollados de manera sostenible, o incluso donar\u00e1 tiempo de los medios para promover los valores de sostenibilidad, muestra la voluntad de la agencia de medios de promover activamente un ecosistema publicitario que siga los mismos impulsores de valor que los consumidores exigen en sus productos y servicios.  <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-70c27f0 elementor-widget__width-initial elementor-widget elementor-widget-image\" data-id=\"70c27f0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Frame-55.webp\" data-elementor-open-lightbox=\"no\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1500\" height=\"900\" src=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Frame-55.webp\" class=\"attachment-full size-full wp-image-6788\" alt=\"Figure 98: Dimensions of climate change in the media ecosystem. Source: Horizon Media\" srcset=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Frame-55.webp 1500w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Frame-55-300x180.webp 300w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Frame-55-1024x614.webp 1024w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Frame-55-768x461.webp 768w\" sizes=\"(max-width: 1500px) 100vw, 1500px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Figura 98: Dimensiones del cambio clim\u00e1tico en el ecosistema medi\u00e1tico. Fuente: Horizon Media<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-943107e elementor-widget elementor-widget-text-editor\" data-id=\"943107e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Como cualquier organizaci\u00f3n, las agencias de medios que se toman en serio la sostenibilidad deben mirar primero hacia adentro.<br \/>\nSi bien hay algunos beneficios de impulsar la sostenibilidad, tambi\u00e9n hay algunos aspectos \u00fanicos de la integraci\u00f3n de la sostenibilidad en los valores de las agencias de medios.<br \/>\nLa posici\u00f3n de las agencias de medios dentro del ecosistema de medios m\u00e1s amplio significa que, entre el impacto directo y la influencia indirecta, las agencias de medios se benefician significativamente de los programas de sostenibilidad.<br \/>\nHay un conjunto de oportunidades que las agencias de medios (y el ecosistema de medios en su conjunto) pueden aprovechar.<br \/>\nEl mayor obst\u00e1culo para la sostenibilidad integrada a escala en las organizaciones de medios, al igual que en las organizaciones de todos los sectores, son las inversiones de capital necesarias.<br \/>\nPero a pesar del costo inicial, se presentar\u00e1n flujos de valor incrementales en el ecosistema de los medios.<br \/>\nAl desarrollar cuentas y servicios clave teniendo en cuenta las pr\u00e1cticas sostenibles, junto con los ahorros de costos que se encuentran en la eficiencia, el desarrollo sostenible puede ser un motor de crecimiento de ingresos significativo para las agencias de medios.      <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1fb8d89 elementor-widget__width-initial elementor-widget elementor-widget-image\" data-id=\"1fb8d89\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Frame-56.webp\" data-elementor-open-lightbox=\"no\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1500\" height=\"900\" src=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Frame-56.webp\" class=\"attachment-full size-full wp-image-6790\" alt=\"Figure 99: Benefits to driving sustainability within media agencies. Source: Jean Marc Papin.\" srcset=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Frame-56.webp 1500w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Frame-56-300x180.webp 300w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Frame-56-1024x614.webp 1024w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Frame-56-768x461.webp 768w\" sizes=\"(max-width: 1500px) 100vw, 1500px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Figura 99: Beneficios de impulsar la sostenibilidad dentro de las agencias de medios. Fuente: Jean Marc Papin.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-04ed40c elementor-widget__width-initial elementor-widget elementor-widget-image\" data-id=\"04ed40c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Frame-57.webp\" data-elementor-open-lightbox=\"no\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1500\" height=\"900\" src=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Frame-57.webp\" class=\"attachment-full size-full wp-image-6792\" alt=\"Figure 100: Profits driven by improved sustainability capabilities of media agencies. Source: Jean Marc Papin\" srcset=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Frame-57.webp 1500w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Frame-57-300x180.webp 300w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Frame-57-1024x614.webp 1024w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Frame-57-768x461.webp 768w\" sizes=\"(max-width: 1500px) 100vw, 1500px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Figura 100: Beneficios impulsados \u200b\u200bpor capacidades mejoradas de sostenibilidad de las agencias de medios. Fuente: Jean Marc Papin<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d3da8f9 animated-slow elementor-invisible elementor-widget elementor-widget-text-editor\" data-id=\"d3da8f9\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"article__body-text w-richtext\" data-w-id=\"309bd1cd-4acf-93ee-7c29-42dc3f537c9f\">\n<p>Las producciones medi\u00e1ticas pueden impulsar significativamente el cambio social, y la medida real de su impacto se extiende m\u00e1s all\u00e1 del tama\u00f1o de la audiencia y la participaci\u00f3n.<br \/>\nEl informe \u00abDecoding Media Impact\u00bb de Media Impact Funders destaca varios proyectos de medios de alto impacto que han influido con \u00e9xito en temas sociales, no solo a trav\u00e9s de su alcance, sino tambi\u00e9n impulsando la acci\u00f3n, creando conciencia o iniciando cambios en las pol\u00edticas.<br \/>\nEsta influencia var\u00eda ampliamente, abarcando la cobertura de los medios de comunicaci\u00f3n, la acci\u00f3n comunitaria, los resultados pol\u00edticos y los cambios en el di\u00e1logo p\u00fablico, entre otros.  <\/p>\n<p>La medici\u00f3n del impacto de los medios de comunicaci\u00f3n, particularmente en el contexto del cine documental, implica una compleja combinaci\u00f3n de m\u00e9todos.<br \/>\nEstos pueden incluir el seguimiento de las aceptaciones de la pel\u00edcula en festivales, el tama\u00f1o y la diversidad de la audiencia, la participaci\u00f3n en campa\u00f1as relacionadas, el uso en discusiones de pol\u00edticas y cualquier cambio de pol\u00edtica o comportamiento posterior.<br \/>\nEsta evaluaci\u00f3n exhaustiva muestra que impulsar el cambio social es m\u00e1s que una cuesti\u00f3n de atractivo general o de llamamientos generales a la acci\u00f3n.<br \/>\nRequiere acci\u00f3n estrat\u00e9gica, narraci\u00f3n convincente, fomento de nuevas narrativas y ajuste de las din\u00e1micas de poder que sustentan las relaciones sociales. <sup>4<\/sup>   <\/p>\n<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e4d2818 elementor-widget elementor-widget-heading\" data-id=\"e4d2818\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Estudio de casos<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a029901 elementor-widget elementor-widget-text-editor\" data-id=\"a029901\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2><strong>Anuncios de servicio p\u00fablico: \u00bfun superpoder infrautilizado?<\/strong><\/h2>\n<p><em>Los anuncios de servicio p\u00fablico, o anuncios de servicio p\u00fablico, son mensajes difundidos por los medios de comunicaci\u00f3n de forma gratuita, con el objetivo de servir al inter\u00e9s p\u00fablico.<br \/>\nLos anuncios de servicio p\u00fablico jugaron un papel importante durante la Primera Guerra Mundial y fueron utilizados por el Comit\u00e9 de Informaci\u00f3n P\u00fablica, que dio origen a los agentes de relaciones p\u00fablicas.<br \/>\nLos PSA tambi\u00e9n jugaron un papel importante durante la Segunda Guerra Mundial y se formalizaron m\u00e1s durante ese per\u00edodo. <sup>5<\/sup>  <\/em><\/p>\n<p><em>Los anuncios de servicio p\u00fablico demostraron ser efectivos para reducir las tasas de tabaquismo en los EE. UU. despu\u00e9s de que un tribunal federal ordenara a las estaciones que transmitieran mensajes contra el tabaquismo en 1969.<br \/>\nEl fallo llev\u00f3 a la industria tabacalera a retirar toda la publicidad de cigarrillos en la radio y la televisi\u00f3n, y el Congreso declar\u00f3 ilegal la publicidad del tabaco dos a\u00f1os despu\u00e9s.<br \/>\nEn la d\u00e9cada de 1980, el anuncio de servicio p\u00fablico \u00abFrying Egg\u00bb de la Asociaci\u00f3n de Medios Publicitarios para una Am\u00e9rica Libre de Drogas (PDFA), destinado a abordar el abuso de drogas, demostr\u00f3 que los mensajes poderosos para el cambio de comportamiento no requieren accesorios costosos ni filmaci\u00f3n.    <\/em><\/p>\n<p><em>Los anuncios de servicio p\u00fablico tambi\u00e9n tienen un historial de uso para fomentar la protecci\u00f3n del medio ambiente: en 1971, Keep America Beautiful y el Ad Council se asociaron para producir un poderoso anuncio de servicio p\u00fablico contra la basura protagonizado por un hombre ind\u00edgena, que gan\u00f3 varios premios.<br \/>\nSin embargo, la campa\u00f1a fue recibida con cierta controversia, ya que atribuy\u00f3 la responsabilidad de la contaminaci\u00f3n \u00fanicamente a los individuos (con su eslogan \u00abla gente cre\u00f3 contaminaci\u00f3n, la gente puede detenerla\u00bb) y los periodistas descubrieron que algunas de las empresas involucradas eran presuntamente contaminantes, lo que gener\u00f3 sospechas de que las campa\u00f1as de servicio p\u00fablico pueden servir a los intereses creados de sus patrocinadores. <sup>5<\/sup> <\/em><\/p>\n<p><em>Lo que los anuncios de servicio p\u00fablico han ayudado a resaltar a lo largo de su uso es que la sociedad inherentemente se detiene a menos que algo la empuje hacia adelante.<br \/>\nPuede parecer que est\u00e1 en un estado de cambio constante, pero eso se debe a que la constancia est\u00e1 en las fuerzas que act\u00faan contra la inercia de la sociedad m\u00e1s que en la sociedad misma, y en las \u00faltimas d\u00e9cadas esas fuerzas se han vuelto cada vez m\u00e1s opuestas.<br \/>\nEn lo que respecta al cambio clim\u00e1tico y, por lo tanto, al destino de nuestra civilizaci\u00f3n, lo que est\u00e1 en juego no podr\u00eda ser mayor. <sup>5<\/sup>  <\/em><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7e4e871 animated-slow elementor-invisible elementor-widget elementor-widget-text-editor\" data-id=\"7e4e871\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"article__body-text w-richtext\" data-w-id=\"309bd1cd-4acf-93ee-7c29-42dc3f537c9f\">\n<p>Podr\u00eda decirse que el ciclo de adopci\u00f3n de tecnolog\u00eda, que comienza con los innovadores y se mueve a trav\u00e9s de una curva de campana limpia para quedarse atr\u00e1s, se puede aplicar a una serie de cuestiones culturales o sociales.<br \/>\nEl cambio clim\u00e1tico no es una excepci\u00f3n.   <strong>La adopci\u00f3n generalizada de un nuevo valor cultural lleva tiempo, que es algo que se nos est\u00e1 acabando.<\/strong>  Pero hist\u00f3ricamente hemos visto c\u00f3mo la publicidad puede reducir la adopci\u00f3n de esos valores, moviendo a los reticentes hacia el \u00e1mbito de la adopci\u00f3n temprana m\u00e1s r\u00e1pido al eliminar el miedo y el estigma de un cambio en los valores.<\/p>\n<p>Esta es la esencia de un anuncio de servicio p\u00fablico (PSA, por sus siglas en ingl\u00e9s), esos omnipresentes anuncios de \u00abCuanto m\u00e1s sabes\u00bb de la d\u00e9cada de 1980 o Smokey Bear que nos dicen que solo nosotros podemos prevenir los incendios forestales.<br \/>\nEn esencia, un anuncio de servicio p\u00fablico destaca un desaf\u00edo social importante, por ejemplo, el abuso de drogas entre los adolescentes en Estados Unidos a fines de la d\u00e9cada de 1980, y luego se esfuerza por influir en su audiencia hacia un cambio de comportamiento, por ejemplo, no consumir drogas si eres adolescente.<br \/>\nMuchos de nosotros probablemente recordamos el anuncio, y aunque es ampliamente considerado como uno de los \u00abmejores\u00bb anuncios de su tiempo, su efectividad se vio severamente limitada por algunos factores clave que son end\u00e9micos en la mayor\u00eda de los anuncios de servicio p\u00fablico:<br \/>\u200d  <\/p>\n<ol role=\"list\" start=\"\">\n<li>Los anuncios de servicio p\u00fablico est\u00e1n notoriamente infrafinanciados, por lo general dependen de las contribuciones de grupos sin fines de lucro, as\u00ed como de la financiaci\u00f3n del gobierno, los cuales no se acercan a los mismos niveles que alcanzan los gastos publicitarios corporativos.<br \/>\nEsto da como resultado un alcance y una frecuencia limitados de los mensajes. <\/li>\n<li>Los anuncios de servicio p\u00fablico no controlan los medios de comunicaci\u00f3n \u00abprincipales\u00bb, es decir, generalmente dependen de la buena voluntad de las emisoras y los canales de medios de comunicaci\u00f3n que deben elegir entre un anuncio que genere ganancias en un horario de m\u00e1xima audiencia y un anuncio de servicio p\u00fablico.<\/li>\n<li>Los anuncios de servicio p\u00fablico carecen de la investigaci\u00f3n preparatoria que muchos otros anuncios y campa\u00f1as de marketing reciben antes de salir al mercado, nuevamente como resultado directo de sus flujos de financiaci\u00f3n.<\/li>\n<li>Si bien algunos anuncios de servicio p\u00fablico son memorables y tocan una fibra cultural, la mayor\u00eda caen en el olvido porque su expresi\u00f3n creativa se basa en la buena voluntad de las agencias que trabajan en ellos, quienes, al igual que las empresas de medios que colocan los anuncios, deben elegir entre un cliente de alto valor y generador de ganancias o el altruismo de un anuncio de servicio p\u00fablico.<\/li>\n<\/ol>\n<p>Hay otra falla fatal que ha hecho que los anuncios de servicio p\u00fablico sean mucho menos efectivos de lo que podr\u00edan ser de otra manera: un concepto que el economista conductual Robert Cialdini explora como una rama de su investigaci\u00f3n sobre la \u00abprueba social\u00bb.<br \/>\nLa idea es que si otros est\u00e1n haciendo algo, es mucho m\u00e1s probable que nosotros hagamos lo mismo.<br \/>\nLos anuncios de servicio p\u00fablico, y gran parte del marketing, a menudo se centran en lo que una poblaci\u00f3n est\u00e1 haciendo <em>mal<\/em>, ya sea actividad criminal, apat\u00eda por incendios forestales o, en el caso del cambio clim\u00e1tico, un estilo de vida de consumismo y contaminaci\u00f3n.<br \/>\nEstas t\u00e1cticas en realidad dan credibilidad, a modo de prueba social, de que la actividad no s\u00f3lo es factible sino generalmente aceptada.<br \/>\nCialdini escribe sobre los hallazgos de su investigaci\u00f3n: \u00abDentro del lamento &#8216;mira a todas las personas que est\u00e1n haciendo lo indeseable&#8217; se esconde el mensaje socavador de &#8216;mira a todas las personas que lo <em>est\u00e1n<\/em> haciendo&#8217;. <strong>Al tratar de alertar al p\u00fablico sobre la naturaleza generalizada de un problema, los comunicadores de servicio p\u00fablico pueden terminar empeorando,<\/strong> a trav\u00e9s del proceso de prueba social\u00bb. <em><sup>6<\/sup><\/em>    <\/p>\n<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e0762e3 elementor-widget elementor-widget-image\" data-id=\"e0762e3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"452\" src=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Curve.webp\" class=\"attachment-large size-large wp-image-6786\" alt=\"Figure 101: The technology adoption cycle. Source: Lars de Bruin, in Business to You.\" srcset=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Curve.webp 850w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Curve-300x169.webp 300w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Curve-768x434.webp 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Figura 101: El ciclo de adopci\u00f3n de tecnolog\u00eda. Fuente: Lars de Bruin, en Business to You.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5812310 e-con-full e-flex e-con e-child\" data-id=\"5812310\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6a65848 elementor-position-left elementor-vertical-align-middle author-box article-contributor-bio elementor-position-left animated-fast elementor-invisible elementor-widget elementor-widget-image-box\" data-id=\"6a65848\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInUp&quot;}\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/64ee771939616e322774a5ed_Christopher-Moscardi-Headshot.webp\" class=\"attachment-full size-full wp-image-5195\" alt=\"Christopher Moscardi\" srcset=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/64ee771939616e322774a5ed_Christopher-Moscardi-Headshot.webp 500w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/64ee771939616e322774a5ed_Christopher-Moscardi-Headshot-300x300.webp 300w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/64ee771939616e322774a5ed_Christopher-Moscardi-Headshot-150x150.webp 150w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/figure><div class=\"elementor-image-box-content\"><h3 class=\"elementor-image-box-title\">Crist\u00f3bal Moscardi<\/h3><p class=\"elementor-image-box-description\">VICEPRESIDENTE DE EXPERIENCIA DEL CLIENTE | HORIZON MEDIA<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-da9293d elementor-widget elementor-widget-image\" data-id=\"da9293d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"101\" height=\"101\" src=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Vectors_gradient_bkg.svg\" class=\"attachment-large size-large wp-image-6063\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f9f2f69 elementor-widget elementor-widget-text-editor\" data-id=\"f9f2f69\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>El alcance de la industria del marketing y la publicidad es significativo e interconectado: un ecosistema complejo que involucra a varias partes interesadas.<br \/>\nLas marcas promocionan sus productos y servicios, las plataformas proporcionan los medios para llegar a una amplia audiencia y comentarios sobre el comportamiento y las preferencias de los consumidores.<br \/>\nLas agencias creativas desarrollan contenido atractivo para impulsar la conversi\u00f3n y el consumo, y los consumidores interact\u00faan con los mensajes y responden a ellos.<br \/>\nEn medio de todo esto, las agencias de medios se sientan en el centro como orquestadoras, el punto de contacto entre cada parte interesada, lo que facilita la colaboraci\u00f3n en cada componente.<br \/>\nEsto hace que los medios de comunicaci\u00f3n sean los m\u00e1s adecuados para impulsar la adopci\u00f3n sist\u00e9mica de nuevas pr\u00e1cticas.    <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bd3c3b4 elementor-widget elementor-widget-text-editor\" data-id=\"bd3c3b4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3><strong>Los principios de la PSA 2.0<\/strong><\/h3>\n<ol role=\"list\">\n<li><strong>Independiente de la marca: <\/strong>Hoy en d\u00eda, las marcas est\u00e1n sintiendo una presi\u00f3n sin precedentes por parte de los consumidores y clientes para construir una cultura de sostenibilidad y administraci\u00f3n planetaria para las generaciones futuras, pero tambi\u00e9n se encuentran con el cinismo nacido de d\u00e9cadas de publicidad que impulsa los valores consumistas y materialistas.<br \/>\nEn el momento en que las personas ven el logotipo o el nombre de una marca en un anuncio, saben que debe haber una ganancia aqu\u00ed para ellos en alguna parte. <\/p>\n<p>Las marcas pueden navegar por esta dicotom\u00eda adoptando una visi\u00f3n a largo plazo con su estrategia, entendiendo que la aceptaci\u00f3n de nuestro futuro cultural y tecnol\u00f3gico impulsar\u00e1 los ingresos para ellas cuando sus productos lleguen al mercado.<br \/>\nSi bien la investigaci\u00f3n y el desarrollo, el desarrollo de productos y las pr\u00e1cticas de marketing actuales tienen su lugar en el presente, propongo que las marcas tambi\u00e9n inviertan en una visi\u00f3n de nuestro futuro que puedan capitalizar m\u00e1s adelante.<br \/>\nAl hacerlo, sientan las bases para la adopci\u00f3n, no solo de los valores sociales que defienden en sus informes anuales de Responsabilidad Social Corporativa, sino tambi\u00e9n de los productos que est\u00e1n desarrollando activamente en la actualidad.<br \/>\nCuando esos nuevos productos est\u00e9n listos para el consumo \u2014cinco, diez, incluso quince a\u00f1os en el futuro\u2014 el p\u00fablico estar\u00e1 preparado para adoptarlos y elegirlos m\u00e1s f\u00e1cilmente.<br \/>\nPor lo tanto, los nombres de marcas, los logotipos, las asociaciones y la participaci\u00f3n general no se reconocen en la estrategia publicitaria.    <\/p>\n<\/li>\n<li><strong>Alta calidad de producci\u00f3n y colocaci\u00f3n de medios de primera calidad:<\/strong> Ambos requisitos apuntan directamente a la necesidad de investigaci\u00f3n preparatoria y, por lo tanto, de financiaci\u00f3n.<br \/>\nCualquier estrategia eficaz para cambiar la adopci\u00f3n cultural y tecnol\u00f3gica de nuevos conceptos se ver\u00e1 limitada por la falta de acceso a los mismos medios y calidad que las empresas ponen en sus propias campa\u00f1as publicitarias. <\/p>\n<p>Las agencias creativas y de medios de comunicaci\u00f3n deben colaborar con un conjunto de directrices sobre c\u00f3mo se debe producir y distribuir el contenido de PSA, lo que permite que la gran mayor\u00eda de la financiaci\u00f3n p\u00fablica o de la marca se destine a la calidad de la producci\u00f3n y la ubicaci\u00f3n en los medios.<br \/>\nLas agencias de medios desempe\u00f1an un papel \u00fanico, ya que son los guardianes entre el concepto creativo y su audiencia.<br \/>\nSi las agencias de medios acuerdan llevar a la pr\u00f3xima generaci\u00f3n de anuncios de servicio p\u00fablico al horario de m\u00e1xima audiencia, entonces esta pr\u00f3xima generaci\u00f3n de anuncios de servicio p\u00fablico puede ser mucho m\u00e1s efectiva que sus predecesores.<br \/>\nLa financiaci\u00f3n de los contribuyentes individuales y las marcas debe igualar o superar la de las campa\u00f1as corporativas para permitir la misma calidad y acceso a los medios, y se debe establecer un colectivo de agencias creativas y de medios para coordinar los mejores resultados posibles.   <\/p>\n<\/li>\n<li><strong>Ilustrar una utop\u00eda adaptativa:<\/strong> Puede que la utop\u00eda adaptativa no sea un t\u00e9rmino familiar, pero toca dos elementos muy importantes de cualquier comunicaci\u00f3n sobre nuestro futuro: en primer lugar, debemos reconocer la necesidad de la adaptaci\u00f3n.<br \/>\nEs una realidad desafortunada que estamos m\u00e1s all\u00e1 del punto de detener el cambio clim\u00e1tico: sus efectos ya se est\u00e1n sintiendo en todo el planeta.<br \/>\nAh\u00ed es donde entra en juego la utop\u00eda, porque la adaptaci\u00f3n no significa necesariamente un colapso de nuestra sociedad.<br \/>\nEl cambio es dif\u00edcil y aterrador, pero puede terminar en algo maravilloso.<br \/>\nLa utop\u00eda es un objetivo elevado, pero queremos que la gente sienta que hay algo por lo que vale la pena luchar, que vale la pena adoptar y que vale la pena aceptar en sus vidas.    <\/li>\n<\/ol>\n<p>Una utop\u00eda adaptativa es similar a una utop\u00eda realista: no ser\u00e1 perfecta, pero nos permitir\u00e1 seguir prosperando como especie.<br \/>\nLa pr\u00f3xima generaci\u00f3n de anuncios de servicio p\u00fablico no utiliza t\u00e1cticas basadas en el miedo para impulsar la adopci\u00f3n, sino que se basan en la prueba social para se\u00f1alar no el futuro que podr\u00edamos tener, sino el futuro que queremos. <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1ded19e animated-slow elementor-invisible elementor-widget elementor-widget-text-editor\" data-id=\"1ded19e\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Las redes sociales son una v\u00eda clave que se puede utilizar para difundir mensajes a lo largo y ancho.<br \/>Es una herramienta poderosa para aumentar la conciencia sobre el cambio clim\u00e1tico cuando los marcos efectivos est\u00e1n conectados con llamados a la <em>acci\u00f3n.<sup>7<\/sup><\/em> Las <strong>plataformas de redes sociales tienen un inmenso potencial para movilizar especialmente a los j\u00f3venes<\/strong> : muchos pasan horas en aplicaciones como TikTok, y el usuario promedio abre la aplicaci\u00f3n 19 veces al d\u00eda y pasa alrededor de 75 minutos en ella<em><sup>8<\/sup><\/em> \u2013 el doble de la cantidad del usuario medio de Instagram.<br \/>Al contar historias de \u00e9xito para desarrollar el sentido de autoeficacia de las personas, utilizando im\u00e1genes creativas y mensajes basados en valores, las redes sociales son un medio prometedor para atraer a las audiencias m\u00e1s j\u00f3venes de una manera significativa. <strong>En cualquier estrategia de redes sociales, las narrativas sobre el cambio clim\u00e1tico deben dise\u00f1arse para adaptarse a las identidades de las personas <\/strong>(como la ubicaci\u00f3n, la ocupaci\u00f3n o la orientaci\u00f3n pol\u00edtica).<br \/>El ingrediente m\u00e1s importante, sin embargo, es el uso de fuentes confiables, en particular, la comunicaci\u00f3n entre pares, utilizando portavoces que el p\u00fablico objetivo identifique y con los que resuene (<a href=\"https:\/\/www.climatecommunications.earth\/whitepaper-chapters\/behavioral-science-human-psychology\">ver Nuestro cerebro y el cambio clim\u00e1tico<\/a>).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-074a088 elementor-widget elementor-widget-heading\" data-id=\"074a088\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Estudio de casos<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f33c9e9 elementor-widget elementor-widget-text-editor\" data-id=\"f33c9e9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2><strong>La comunidad de &#8216;Earthtopia&#8217; de 33Second en TikTok<\/strong><\/h2>\n<p><em>La agencia de comunicaci\u00f3n creativa ha construido una comunidad exitosa con una tasa de participaci\u00f3n del 12% (el doble del promedio de TikTok) a trav\u00e9s de una combinaci\u00f3n de buenas noticias, trucos ecol\u00f3gicos y tendencias, abordando el fatalismo y destacando lo que es posible cuando las personas act\u00faan.<br \/>\nEarthtopia muestra soluciones, organizaciones y acciones que est\u00e1n teniendo un impacto positivo en el planeta.<br \/>\nReconociendo que los datos cient\u00edficos pueden ser dif\u00edciles de digerir, el equipo divide la informaci\u00f3n compleja en trozos del tama\u00f1o de un bocado, seguidos de acciones tangibles en las que su audiencia puede participar todos los d\u00edas, desde trucos de alimentos sostenibles hasta compras de una manera m\u00e1s respetuosa con el clima. <sup>9<\/sup>  <\/em><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d711471 animated-slow elementor-invisible elementor-widget elementor-widget-text-editor\" data-id=\"d711471\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Las redes sociales se han convertido en una estrategia clave para abogar por pr\u00e1cticas sostenibles y publicitar productos sostenibles, con hashtags como #zerowaste que atraen a millones de seguidores.<br \/>\nEl aumento de los influencers en esta era digital es particularmente notable: su alcance e influencia han sido incre\u00edblemente efectivos para dar forma a las preferencias y el comportamiento de los consumidores.<br \/>\nEl valor de los influencers radica en su capacidad para lograr un equilibrio entre informar, educar, entretener y promover el consumo sostenible.<br \/>\nLos influencers m\u00e1s peque\u00f1os, o \u00abmicro\u00bb y \u00abnano\u00bb influencers, tambi\u00e9n han ganado popularidad entre las marcas, ya que sus comunidades m\u00e1s peque\u00f1as pero comprometidas valoran su autenticidad. <em><sup>10 <\/sup><\/em><strong>Los influencers de la sostenibilidad han promovido un cambio del consumismo a una mentalidad sostenible de \u00abmenos es m\u00e1s\u00bb <\/strong>: su doble papel de educar a los consumidores y promover productos ecol\u00f3gicos presenta una oportunidad significativa para que las marcas lleguen a su p\u00fablico objetivo de manera m\u00e1s efectiva. <em><sup>10<\/sup><\/em>   <\/p>\n<p>Mediante el uso de los principios de la PSA 2.0 descritos anteriormente, y la canalizaci\u00f3n de mensajes impactantes a trav\u00e9s de las redes sociales para llegar a las audiencias m\u00e1s j\u00f3venes, los medios de comunicaci\u00f3n pueden aprender de los errores del pasado e impulsar acciones significativas utilizando su Brainprint, su superpoder de comunicaci\u00f3n que hasta ahora ha sido infrautilizado en la lucha contra el cambio clim\u00e1tico.<br \/>\nPero los medios de comunicaci\u00f3n no son la \u00fanica industria en la que confiamos para potenciar las comunicaciones clim\u00e1ticas: tambi\u00e9n necesitamos urgentemente el marketing y la publicidad. <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1fae27b8 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"1fae27b8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3414b23c elementor-invisible elementor-widget elementor-widget-heading\" data-id=\"3414b23c\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInUp&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Siguiente<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-285e1190 elementor-invisible elementor-widget elementor-widget-heading\" data-id=\"285e1190\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">El caso de negocio de la sostenibilidad  <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-37bb0478 p-fade teaser elementor-widget elementor-widget-text-editor\" data-id=\"37bb0478\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"paragraph\">Hoy en d\u00eda, hay un fuerte argumento comercial para la sostenibilidad.<br \/>\nLas tendencias del mercado muestran que, especialmente los consumidores j\u00f3venes, son cada vez m\u00e1s conscientes del medio ambiente y la sociedad.<br \/>\nEs probable que las empresas que prioricen la sostenibilidad tengan una ventaja competitiva en el futuro y sigan siendo relevantes a largo plazo.<br \/>\nLa sostenibilidad no es solo una opci\u00f3n \u00e9tica, es una estrategia empresarial inteligente.     <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-30ef6531 elementor-widget elementor-widget-button\" data-id=\"30ef6531\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/climatecommunications.earth\/es\/whitepaper-articles\/el-caso-de-negocio-para-la-sostenibilidad\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Seguir leyendo<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-49cfee32 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"49cfee32\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-21b5a871 elementor-invisible elementor-widget elementor-widget-heading\" data-id=\"21b5a871\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInUp&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Colaboradores en esta secci\u00f3n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-12897eaf e-con-full e-flex e-con e-child\" data-id=\"12897eaf\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2ad1ff24 elementor-position-left elementor-vertical-align-middle author-box article-contributor-bio elementor-widget__width-initial elementor-widget-mobile__width-inherit elementor-invisible elementor-widget elementor-widget-image-box\" data-id=\"2ad1ff24\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/64fd24208e155cac647b14e5_Simon-Cook-Headshot.webp\" class=\"attachment-full size-full wp-image-5076\" alt=\"Simon Cook\" srcset=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/64fd24208e155cac647b14e5_Simon-Cook-Headshot.webp 500w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/64fd24208e155cac647b14e5_Simon-Cook-Headshot-300x300.webp 300w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/64fd24208e155cac647b14e5_Simon-Cook-Headshot-150x150.webp 150w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/figure><div class=\"elementor-image-box-content\"><h3 class=\"elementor-image-box-title\">Simon Cook<\/h3><p class=\"elementor-image-box-description\">CANNES LIONS <\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1163228f elementor-position-left elementor-vertical-align-middle author-box article-contributor-bio elementor-widget__width-initial elementor-widget-mobile__width-inherit elementor-invisible elementor-widget elementor-widget-image-box\" data-id=\"1163228f\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/64eeb9e19e7889871a0ec880_Jean-Marc-Papin-Headshot.webp\" class=\"attachment-full size-full wp-image-5143\" alt=\"Jean Marc Papin\" srcset=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/64eeb9e19e7889871a0ec880_Jean-Marc-Papin-Headshot.webp 500w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/64eeb9e19e7889871a0ec880_Jean-Marc-Papin-Headshot-300x300.webp 300w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/64eeb9e19e7889871a0ec880_Jean-Marc-Papin-Headshot-150x150.webp 150w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/figure><div class=\"elementor-image-box-content\"><h3 class=\"elementor-image-box-title\">Jean Marc Papin<\/h3><p class=\"elementor-image-box-description\">HORIZON MEDIA <\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-59c9d66b elementor-position-left elementor-vertical-align-middle author-box article-contributor-bio elementor-widget__width-initial elementor-widget-mobile__width-inherit elementor-invisible elementor-widget elementor-widget-image-box\" data-id=\"59c9d66b\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"500\" src=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/64ee771939616e322774a5ed_Christopher-Moscardi-Headshot.webp\" class=\"attachment-full size-full wp-image-5195\" alt=\"Christopher Moscardi\" srcset=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/64ee771939616e322774a5ed_Christopher-Moscardi-Headshot.webp 500w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/64ee771939616e322774a5ed_Christopher-Moscardi-Headshot-300x300.webp 300w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/64ee771939616e322774a5ed_Christopher-Moscardi-Headshot-150x150.webp 150w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/figure><div class=\"elementor-image-box-content\"><h3 class=\"elementor-image-box-title\">Christopher Moscardi<\/h3><p class=\"elementor-image-box-description\">HORIZON MEDIA <\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6b292765 elementor-widget elementor-widget-button\" data-id=\"6b292765\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/climatecommunications.earth\/es\/acerca-de\/colaboradores\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Ver todos los colaboradores del documento t\u00e9cnico<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-63711d9e elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"63711d9e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-395dc2d5 elementor-invisible elementor-widget elementor-widget-heading\" data-id=\"395dc2d5\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInUp&quot;}\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Notas<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-68f2137e ol-notes elementor-widget elementor-widget-text-editor\" data-id=\"68f2137e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ol role=\"list\" start=\"1\">\n<li>Foro de Medios Responsables. El superpoder de los medios de comunicaci\u00f3n: espejos o motores II: Gesti\u00f3n de los impactos sociales de los contenidos.; 2020. https:\/\/responsiblemediaforum.org\/downloadDocumentFile?document=299<\/li>\n<li>SustainAbility, WWF-Reino Unido. A trav\u00e9s del espejo la responsabilidad corporativa en el sector de los medios de comunicaci\u00f3n y el entretenimiento; 2004. Accedido el 21 de julio de 2023. https:\/\/www.grainesdechangement.com\/docs\/medias\/Through%20the%20Looking%20Glass.pdf<\/li>\n<li>Innovaci\u00f3n energ\u00e9tica: pol\u00edtica y tecnolog\u00eda, \u00c1lvarez G. La oposici\u00f3n financiada por los combustibles f\u00f3siles est\u00e1 bloqueando la transici\u00f3n a la energ\u00eda limpia de Estados Unidos.<br \/>\nLa reforma de los permisos puede ayudar.<br \/>\nForbes.<br \/>\nPublicado el 30 de noviembre de 2022.<br \/>\nConsultado el 27 de agosto de 2023.<br \/>\nhttps:\/\/www.forbes.com\/sites\/energyinnovation\/2022\/11\/30\/fossil-fuel-funded-opposition-is-blocking-americas-clean-energy-transition-permitting-reform-can-help\/     <\/li>\n<li>Donnelly K. Decoding Media Impact: Insights, Advice &amp; Recommendations (Decodificando el impacto de los medios: perspectivas, consejos y recomendaciones).<br \/>\nPublicado en l\u00ednea en enero de 2020.<br \/>\nhttps:\/\/mediaimpactfunders.org\/wp-content\/uploads\/2020\/01\/MIF-Guide-Digital-FNL.pdf  <\/li>\n<li>Fondo de comercio B. Breve historia de la publicidad en los servicios p\u00fablicos.<br \/>\nCentro de Investigaci\u00f3n de PSA.<br \/>\nPublicado el 6 de enero de 2020.<br \/>\nConsultado el 23 de mayo de 2023.<br \/>\nhttps:\/\/www.psaresearch.com\/a-brief-history-of-public-service-advertising\/    <\/li>\n<li>Cialdini RB. Influencia: La Psicolog\u00eda de la Persuasi\u00f3n. Rev. ed., [Nachdr .].<br \/>\nCollins; 2006. <\/li>\n<li>Sis\u00f3n MD.<br \/>\nComunicaciones Estrat\u00e9gicas Creativas: Un Estudio de Caso de la Hora del Planeta.<br \/>\nInt J Strateg Commun.<br \/>\n2013; 7(4):227-240.<br \/>\ndoi:10.1080\/1553118X.2013.826227    <\/li>\n<li>Qustodio.<br \/>\nScreen Time All the Time &#8211; Informe anual de Qustodio sobre los h\u00e1bitos digitales de los ni\u00f1os.<br \/>\nQustodio.<br \/>\nPublicado en 2020.<br \/>\nConsultado el 16 de agosto de 2023.<br \/>\nhttps:\/\/qweb.cdn.prismic.io\/qweb\/da3cbc01-68b0-4e50-a18f-a9a3a0c74a72_EN_Kids+and+Apps+annual+report_20210408.pdf     <\/li>\n<li>Greenfield R. C\u00f3mo TikTok puede movilizar a los j\u00f3venes para que tomen medidas clim\u00e1ticas.<br \/>\nEl tambor.<br \/>\nPublicado en 2022.<br \/>\nConsultado el 23 de mayo de 2023.<br \/>\nhttps:\/\/www.thedrum.com\/opinion\/2022\/11\/14\/how-tiktok-can-mobilize-young-people-take-climate-action    <\/li>\n<li>Yalcin T, Nistor C, Pehlivan E. Influencers de la sostenibilidad: entre especialistas en marketing y educadores.<br \/>\nPublicado en l\u00ednea el 8 de marzo de 2021.<br \/>\nConsultado el 2 de agosto de 2023.<br \/>\nhttps:\/\/papers.ssrn.com\/abstract=3800316   <\/li>\n<\/ol>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3f35a569 e-con-full article-aside e-flex elementor-invisible e-con e-child\" data-id=\"3f35a569\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;sticky&quot;:&quot;top&quot;,&quot;sticky_parent&quot;:&quot;yes&quot;,&quot;sticky_on&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile_extra&quot;],&quot;animation&quot;:&quot;fadeIn&quot;,&quot;animation_delay&quot;:600,&quot;sticky_offset&quot;:0,&quot;sticky_effects_offset&quot;:0,&quot;sticky_anchor_link_offset&quot;:0}\">\n\t\t<div class=\"elementor-element elementor-element-d38ddbd e-con-full aside-content e-flex e-con e-child\" data-id=\"d38ddbd\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3abb86c elementor-widget elementor-widget-menu-anchor\" data-id=\"3abb86c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-menu-anchor\" id=\"article-figures\"><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-18382d16 elementor-widget elementor-widget-image\" data-id=\"18382d16\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Scope1_2_Companies.webp\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-description=\"Figure 94: Direct carbon footprint of the FTSE 100 companies, according to the Responsible Media Forum&#039;s &quot;The Superpower of Media&quot;.\n\n\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6Njc5NCwidXJsIjoiaHR0cHM6XC9cL2NsaW1hdGVjb21tdW5pY2F0aW9ucy5lYXJ0aFwvd3AtY29udGVudFwvdXBsb2Fkc1wvMjAyNFwvMDdcL1Njb3BlMV8yX0NvbXBhbmllcy53ZWJwIn0%3D\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"694\" height=\"1016\" src=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Scope1_2_Companies.webp\" class=\"attachment-full size-full wp-image-6794\" alt=\"Figure 94: Direct carbon footprint of the FTSE 100 companies, according to the Responsible Media Forum&#039;s &quot;The Superpower of Media&quot;.\" srcset=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Scope1_2_Companies.webp 694w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Scope1_2_Companies-205x300.webp 205w\" sizes=\"(max-width: 694px) 100vw, 694px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Figura 94: Huella de carbono directa de las empresas del FTSE 100, seg\u00fan \"The Superpower of Media\" del Responsible Media Forum.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-47b7f65 elementor-widget elementor-widget-image\" data-id=\"47b7f65\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Screen-Shot-2023-09-13-at-6.59.25-AM.webp\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-description=\"Figure 95: The brainpint of media.\n\n\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6Njc5NiwidXJsIjoiaHR0cHM6XC9cL2NsaW1hdGVjb21tdW5pY2F0aW9ucy5lYXJ0aFwvd3AtY29udGVudFwvdXBsb2Fkc1wvMjAyNFwvMDdcL1NjcmVlbi1TaG90LTIwMjMtMDktMTMtYXQtNi41OS4yNS1BTS53ZWJwIn0%3D\">\n\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"788\" height=\"1102\" src=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Screen-Shot-2023-09-13-at-6.59.25-AM.webp\" class=\"attachment-full size-full wp-image-6796\" alt=\"Figure 95: The brainpint of media.\" srcset=\"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Screen-Shot-2023-09-13-at-6.59.25-AM.webp 788w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Screen-Shot-2023-09-13-at-6.59.25-AM-215x300.webp 215w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Screen-Shot-2023-09-13-at-6.59.25-AM-732x1024.webp 732w, https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/Screen-Shot-2023-09-13-at-6.59.25-AM-768x1074.webp 768w\" sizes=\"(max-width: 788px) 100vw, 788px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Figura 95: La idea central de los medios.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Preparar el panorama de los medios de comunicaci\u00f3n para el futuro \u00abNo se trata solo de un imperativo moral. Lo que necesitamos son historias de lo que otros est\u00e1n haciendo para conectar el valor empresarial con la acci\u00f3n clim\u00e1tica\u00bb. SIMON MULCAHY Texto del art\u00edculo Figuras del art\u00edculo La industria de los medios de comunicaci\u00f3n tiene [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","meta":[],"class_list":["post-7044","whitepaper-articles","type-whitepaper-articles","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Preparaci\u00f3n para el futuro de la del panorama de los medios - A New Era in Climate Communications<\/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:\/\/climatecommunications.earth\/es\/whitepaper-articles\/preparando-el-panorama-de-los-medios-de-comunicacion-para-el-futuro\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Preparaci\u00f3n para el futuro de la del panorama de los medios - A New Era in Climate Communications\" \/>\n<meta property=\"og:description\" content=\"Preparar el panorama de los medios de comunicaci\u00f3n para el futuro \u00abNo se trata solo de un imperativo moral. Lo que necesitamos son historias de lo que otros est\u00e1n haciendo para conectar el valor empresarial con la acci\u00f3n clim\u00e1tica\u00bb. 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Lo que necesitamos son historias de lo que otros est\u00e1n haciendo para conectar el valor empresarial con la acci\u00f3n clim\u00e1tica\u00bb. SIMON MULCAHY Texto del art\u00edculo Figuras del art\u00edculo La industria de los medios de comunicaci\u00f3n tiene [&hellip;]","og_url":"https:\/\/climatecommunications.earth\/es\/whitepaper-articles\/preparando-el-panorama-de-los-medios-de-comunicacion-para-el-futuro\/","og_site_name":"A New Era in Climate Communications","article_modified_time":"2024-08-09T17:28:26+00:00","og_image":[{"url":"https:\/\/climatecommunications.earth\/wp-content\/uploads\/2024\/07\/marasmius-1024x771.webp","type":"","width":"","height":""}],"twitter_card":"summary_large_image","twitter_misc":{"Tiempo de lectura":"28 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/climatecommunications.earth\/es\/whitepaper-articles\/preparando-el-panorama-de-los-medios-de-comunicacion-para-el-futuro\/","url":"https:\/\/climatecommunications.earth\/es\/whitepaper-articles\/preparando-el-panorama-de-los-medios-de-comunicacion-para-el-futuro\/","name":"Preparaci\u00f3n para el futuro de la del panorama de los medios - 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