La monitorización de la publicidad en la era digital: un reto para la ética

Abstract

According to John Keane’s Monitory Democracy approach, in recent years the new digital environment has created new possibilities forpolitical citizenship, including monitoring and scrutiny to the centers of economic and political power. This means communicational landscapeslike social media are promoting and increasing the public debate. This paper argues that this phenomenon is also observable in Advertising, forwhich provides the distinction between normalized and citizen monitoring, as well as between subvertising and citizen media activism. Finally, thispaper presents the ethical challenge that accompanies this process, by questioning the understanding of Advertising as a persuasive monologue.

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