标题：¿Evolución o revolución? Análisis de opinión y de percepciones por parte de los principales agentes transformadores de la cultura green en el ámbito del coche eléctrico en Londres y Barcelona
出版社：Servicio de Publicaciones de la Universidad Complutense
摘要：The current research wants to approach the reader to the definition of new communication policies in the usage and development of electric mobility in cooperation with universities of Barcelona, London and Milton Keynes (England) as well as companies and public administration from both countries. The first phase of the research was focused on describing the transformation agents- its perspectives and motivations-. The second phase of the research was to detect this agent’s influence in the public opinion. The results of the research were the following: the new communication structures, as is stated in the systemic theory, social synergy, also called Grassroots (Payne, 2009), is growing so consistently specially because the collective participation in setting the new mobility system within the framework of the sustainability an the incoming Green Culture. We notice a new demand by society that drive big companies that produce electric cars. We Perceive the obvious demand from social groups that somehow ‘ force ‘ or induce large companies electric car producers to adopt new sustainability and development policies in order to get social engagement (David et al., 2005 ) We perceive a new way of communicating “for and with the public”, while a higher praction is required due to new ways of social consumption. This leads us to the concept of “ Shared Interest” between consumer and organizations, precept established by Grunig (2009) through the idea of dialogue and communicative symmetry. In many markets, especially in English, social groups are calling for a greater community involvement through social organizations, in order to develop less environmentally harmful products. This social activism is positively sensitive to corporate values as well sensitive to the society values and creates a positive opinion towards opinion leaders and other kind of stakeholders that act as changing society agents. Electric vehicles suddenly appear as an evolution of the automotive industry and a sign of the revolution of the environmental polices.
关键词：Agente social de cambio;cultura Green;vehículo eléctrico;relaciones públicas;transporte sostenible
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