Las reglas del “nuevo poder de influencia”: un análisis de las estrategias de think tanks globales desde una perspectiva comunicativa

Teresa La Porte

Resumen


Los think tanks han nacido para influir y conseguir que sus ideas sean adoptadas por decisores y públicos. Les interesa tanto generar climas de opinión como tener impacto en los procesos de decisión política. La eficacia de la influencia está estrechamente unida a la comunicación, y la comunicación ha sufrido un cambio sustancial: de la información estratégica de ‘posicionamiento unilateral de ideas’ se está evolucionando hacia un enfoque de ‘generación conjunta de ideas’, en el que resulta crucial la participación de otros actores sociales para que la comunicación sea efectiva.

El objeto de la investigación es, precisamente, examinar si las estrategias de comunicación que habitualmente desarrollan algunos de los think tanks con mayor prestigio para difundir sus ideas siguen las nuevas pautas de la comunicación estratégica, determinadas por la participación y la colaboración. El presente trabajo arguye que la influencia sería más efectiva si reuniese las siguientes condiciones: a) si la influencia se entiende como comunicación en un contexto de libertad; b) si la capacidad de influir se basa en el prestigio de la institución; c) si se interactúa con públicos diversos; d) si se fomenta la participación y la colaboración en la elaboración y difusión de contenidos.

Basándose en entrevistas en profundidad realizadas a directivos y gestores de comunicación de una selección de think tanks de alcance global localizados en Washington DC, el estudio pretende recuperar la voz de los propios interesados para el debate académico.

El resultado de la investigación apunta un diferente comportamiento dependiendo del público al que el think tank se dirige.

Palabras clave


Comunicación estratégica; think tanks; influencia; poder de persuasión; comunicación global; entrevistas en profundidad

Citas


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