Hacia una herramienta metodológica que optimice la eficacia del discurso

  1. Osorio González, Jorge 1
  2. Peinado Gil, Federico 1
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Revista:
Comunicación & métodos

ISSN: 2659-9538

Any de publicació: 2019

Títol de l'exemplar: Metodologies for Communication Research

Volum: 1

Número: 2

Pàgines: 63-76

Tipus: Article

DOI: 10.35951/V1I2.26 DIALNET GOOGLE SCHOLAR lock_openAccés obert editor

Altres publicacions en: Comunicación & métodos

Resum

This article aims to develop a methodology used for communicative analysis based on motivational psychology. It focuses on shelving the behavioral structure by locating the factors that could influence the discourse. It is a qualitative methodology composed of methods known as the survey and in-depth interview. Innovation focuses on data analysis using a methodological tool called a motivational analysis protocol. This protocol extracts elements belonging to the Self-Determination Theory developed by Ryan & Deci (2000) which was adapted for the analysis of the discourse collected through in-depth interviews. This tool is composed of five parts or phases: Location of keywords, analysis of the predominant need, Analysis of the degree of motivational internalization and analysis of the influence factors derived from the analysis. After its application we detect redundancies in the keywords that serve as clues to locate certain types of behavior. We present a standardization of these terms as a sample for the creation of a methodology that allows us to analyze large volumes of information in search of specific behaviors in order to plan and optimize communication towards certain profiles. If we know the motivations of the interlocutor, the refinement of the discourse directed to it will be able to generate more effective communications that keep the attention and present the ideas or information to be transmitted with greater precision.

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