Centros deportivos, redes sociales y culto al cuerpo. Análisis de las percepciones éticas de los community manager
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En una sociedad en la que el aspecto físico y la imagen preocupan cada vez más y, al mismo tiempo, las redes sociales ocupan cada vez más tiempo en nuestras vidas, surge el fenómeno del culto al cuerpo, que se caracteriza por la búsqueda de la perfección corporal y genera, entre otras cosas, un aumento de la actividad física. Por ello, la estrategia que desarrollan en las redes sociales los centros deportivos y, en concreto, los aspectos éticos que entran en juego son especialmente relevantes. Esta investigación pretende ahondar en estas cuestiones a través de la realización de entrevistas en profundidad a los community manager (CM) de una muestra de centros deportivos. Los resultados muestran que diferencian claramente entre información y publicidad, que apenas recurren a promocionar marcas externas y que su objetivo principal es fidelizar, antes que generar ingresos directos. Asimismo, los CM de los centros deportivos españoles cuentan con un conocimiento y concienciación de las normas éticas y legales bastante alto y se preocupan sobre todo por los contenidos vetados, la advertencia de contenidos publicitarios o la protección de datos y la propia imagen, lo que supone una evolución positiva respecto a trabajos previos similares. Se concluye que es necesario establecer mecanismos y procesos que garanticen la transparencia en la publicidad de este tipo de contenidos.
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