Resumo

ARAGON SANCHEZ, Mauricio Antonio. Creative communication strategy to identify altered content by linking the blockchain tool. Investigación y Negocios [online]. 2023, vol.16, n.28, pp.81-86. ISSN 2521-2737.  https://doi.org/10.38147/invneg.v16i28.193.

"In this article, we delve into the rapid transformation of journalism in the digital age, shedding light on the challenges of misinformation and fake news in today's society. The primary objective of this research is to explore how creative communication can contribute to identifying altered viral content by linking it with blockchain technology. To achieve this, a methodology was employed, including a literature review encompassing key topics such as digital journalism, misinformation, blockchain, and creative communication. Additionally, a project known as NeoCápsula was introduced, which utilizes blockchain to verify altered content and provide traceability in the authorship of digital images.

The findings of this study indicate that blockchain can be a valuable tool in combating misinformation in digital journalism. The fusion of blockchain technology with creativity allows for more reliable information verification and simplifies the identification of altered content. The NeoCápsula project represents a step towards establishing more transparent and reliable journalistic practices in the digital realm and in public administration.

In conclusion, this research offers an innovative perspective for addressing current challenges in journalism by underscoring the potential of blockchain and creative communication in the fight against misinformation. As a suggestion, further exploration and development of similar projects are encouraged to bolster trust in online information and promote integrity in digital journalism, which is essential for informed decision-making in contemporary society and public governance."

Palavras-chave : Journalism; misinformation; Creative communication blockchain; data.

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