Commercial communications and the post-truth Era: The dangers of disinformation

Abstract

The era of fake news and disinformation is on the rise because we are currently in a situation that has a high margin of progression, both on the positive and negative side, and could become one of the biggest challenges facing contemporary society. The so-called post-truth era is nothing less than the elevation of emotions and personal beliefs above factual and objective truth. The business community will have to create a dynamic in order to deal with post-truth and above all remain credible and trustworthy, in a society that is increasingly letting itself be influenced and corrupted by the negative effects that this new digital age brings with it, and for this it will be vital to promote strategies and actions in order to combat disinformation.