(esp) Eduardo Lazcano (‘Comunicación Emocional’): “La batalla comunicativa en Cataluña la están ganando los políticos”

Eduardo Lazcano es el autor del libro ‘Comunicación Emocional’, editado por LID Editorial. En el libro, Lazcano explica que vivimos en un tiempo donde las emociones determinan nuestras decisiones hasta niveles insospechados, por lo que resulta fundamental para marcas y organizaciones de todo tipo aprender a manejar la comunicación que impacta directamente sobre las mismas. Tras una larga carrera en el mundo del marketing y la comunicación, Lazcano, al ser preguntado por el porqué de este libro hoy, responde que “la transformación digital ha multiplicado las opciones”, por lo que las personas necesitan un elemento que reduzca las opciones, y ahí entra la emoción.

Es precisamente ese elemento ‘reduccionista’ lo que hace de la comunicación emocional un elemento tan importante. “Si es difícil tomar la decisión de a qué colegio llevar a tu hijo, imagínate tomar la decisión de permanecer o no en la Unión Europea”, apunta Lazcano, que llega a la conclusión de que en un mundo donde “todo es tan complejo, la única forma de tomar una decisión es que me la simplifiquen, y la mejor forma es que si me metes una emoción reduzco estímulos”.

Sin embargo, el autor del libro admite que la necesidad de acudir a las emociones para tomar una decisión nos hace vulnerables, “pero la vulnerabilidad no está en que tomemos la decisión con las emociones, sino que no sepamos gestionar el peso de las emociones”, apunta Lazcano. Para el autor, lo que realmente nos hace vulnerables es “la superficialidad” o “la falta de profundidad en las reflexiones”, “la emoción es un elemento que se aprovecha de ello”.

Eduardo Lazcano hace una lectura crítica con los medios de comunicación y la posición que tienen ante el uso de las emociones en la comunicación. Para Lazcano “los medios de comunicación tienen un problema” ya que “se está reinventando la relación que la sociedad quiere tener con la verdad, y la realidad es que a la sociedad no nos importa la verdad”, señala. Lazcano dice así, que los ciudadanos buscan más bien “una caja de resonancia” que le reafirme en sus convicciones, o que le entretenga; más que la búsqueda de la verdad, “y los medios de comunicación están virando hacia allá”.

En su libro ‘Comunicación Emocional’, Lazcano deja un hueco para hablar de la importancia que ha tenido la comunicación emocional en Cataluña. Para el autor, la ‘batalla’ comunicativa no la van ganando “ni los independentistas ni los constitucionalistas, la van ganando los políticos”. Para el autor, esta situación se resolverá cuando los ciudadanos se hablen “de hermano a hermano”, pues es la única manera de que “podamos llegar a un entendimiento”, algo que no sucederá mientras las personas “se sigan hablando por boca de Rajoy o Puigdemont”.

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