<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2007-7467</journal-id>
<journal-title><![CDATA[RIDE. Revista Iberoamericana para la Investigación y el Desarrollo Educativo]]></journal-title>
<abbrev-journal-title><![CDATA[RIDE. Rev. Iberoam. Investig. Desarro. Educ]]></abbrev-journal-title>
<issn>2007-7467</issn>
<publisher>
<publisher-name><![CDATA[Centro de Estudios e Investigaciones para el Desarrollo Docente A.C.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2007-74672024000200768</article-id>
<article-id pub-id-type="doi">10.23913/ride.v15i29.2156</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Marketing semiótico y valores para una nueva cultura digital de eSalud como marca]]></article-title>
<article-title xml:lang="en"><![CDATA[Semiotic marketing and values for a new digital culture of eHealth as a Brand]]></article-title>
<article-title xml:lang="pt"><![CDATA[Marketing semiótico e valores para uma nova cultura digital da eSaúde como marca]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Torres Hidalgo]]></surname>
<given-names><![CDATA[Martha Silvia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Benemérita Universidad Autónoma de Puebla Facultad de Comunicación ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>México</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<volume>15</volume>
<numero>29</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-74672024000200768&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-74672024000200768&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-74672024000200768&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Las tecnologías de información ocupan ahora un lugar destacado en nuestras sociedades y su forma de aprender a comunicarse. Los nuevos medios sociales dan lugar a una cultura digital donde la transmisión de la información y la interacción son determinantes para los cambios de conducta, así como para la adquisición de bienes y servicios estimulados por las emociones de esta cultura. Hablando de servicios, eSalud ha sido una nueva manera de aprender y promover conductas de cuidado de las personas a la distancia, sin embargo, estas dinámicas han traído nuevos retos a los responsables de la promoción y comunicación de la salud. La presente investigación expone un marco teórico de los factores que han impulsado una Cultura digital de la eSalud a partir de la perspectiva del Marketing semiótico y sus valores haciendo un análisis de las funciones de Mapping de marca de las eSalud para el diseño de futuras de estrategias en las organizaciones de sanitarias con valor agregado para sus públicos. Entre los principales hallazgos se encuentran la eSalud que promueve el eLearning para todos aún a la distancia fomentando valores como amor al aprendizaje, responsabilidad y amor al deber. Entre los resultados desfavorables la salud en la cultura digital puede provocar sentimientos de despersonalización por el trato a distancia y falta de confianza y equidad.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Information technologies now occupy a prominent place in our societies and their way of learning to communicate. The new social media gives rise to a digital culture where the transmission of information and interaction are determinants of behavioral changes, as well as for the acquisition of goods and services stimulated by the emotions of this culture. Speaking of services, eHealth has been a new way of learning and promoting caring behaviors for people from a distance, however, these dynamics have brought new challenges to those responsible for health promotion and communication. The present research exposes a theoretical framework of the factors that have promoted a digital culture of eHealth from the perspective of semiotic marketing and its values, making an analysis of the brand mapping functions of eHealth for the design of future strategies in healthcare organizations with added value for their audiences. Among the main findings are eHealth promotes eLearning for everyone, even from a distance, promoting values such as love of learning, responsibility, and love of duty. Among the unfavorable outcomes, health in digital culture can cause feelings of depersonalization due to remote treatment and lack of trust and equity.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo As tecnologias de informação ocupam hoje um lugar de destaque nas nossas sociedades e na sua forma de aprender a comunicar. As novas redes sociais dão origem a uma cultura digital onde a transmissão de informação e a interação são fatores determinantes para mudanças comportamentais, bem como para a aquisição de bens e serviços estimulados pelas emoções desta cultura. Falando em serviços, a eSaúde tem sido uma nova forma de aprender e promover comportamentos de cuidado às pessoas à distância, no entanto, estas dinâmicas trouxeram novos desafios aos responsáveis &#8203;&#8203;pela promoção e comunicação da saúde. A presente investigação expõe um enquadramento teórico dos factores que promoveram uma cultura digital de eSaúde na perspectiva do marketing semiótico e dos seus valores, fazendo uma análise das funções de mapeamento da marca da eSaúde para o desenho de estratégias futuras em organizações de saúde com valor acrescentado. valor para seu público. Entre as principais conclusões está o eHealth que promove o eLearning para todos mesmo à distância, promovendo valores como o amor pela aprendizagem, a responsabilidade e o amor ao dever. Entre os desfechos desfavoráveis, a saúde na cultura digital pode causar sentimentos de despersonalização devido ao tratamento remoto e à falta de confiança e equidade.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[cultura digital]]></kwd>
<kwd lng="es"><![CDATA[eSalud]]></kwd>
<kwd lng="es"><![CDATA[mapping de valores de marca]]></kwd>
<kwd lng="es"><![CDATA[marketing semiótico]]></kwd>
<kwd lng="en"><![CDATA[digital culture]]></kwd>
<kwd lng="en"><![CDATA[ehealth]]></kwd>
<kwd lng="en"><![CDATA[mapping of brand values]]></kwd>
<kwd lng="en"><![CDATA[semiotic marketing]]></kwd>
<kwd lng="pt"><![CDATA[cultura digital]]></kwd>
<kwd lng="pt"><![CDATA[eHealth]]></kwd>
<kwd lng="pt"><![CDATA[mapeamento de valores de marca]]></kwd>
<kwd lng="pt"><![CDATA[marketing semiótico]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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