Whereas in English engagement has as its synonym – commitment -, in Spanish it has a more ethical significance, as it is an obligation or word which has been given (DRAE). The etymology of commitment comes from Latin: compromissus, obliged together, from the cum: together and promissus, promise. This we will return to at the end of this presentation.
Fidelity, loyalty, constance, permanence, motivation, the involvement of feelings of belonging, are some of the consequences of engagement. These is much use of the terms consumer engagement, customer engagement, mobile advertising engagement, gaming as an instrument for engagement, user engagement, work engagement, shareholder engagement, engagement and virtual communities, audience engagement… Engagement is analysed, measured and applied, it transcends many different disciplines and is the object of various theses, research projects and articles.
Engagement is probably one of the new developing frontiers in communication of the twenty-first century.
In this issue, we appeal to you to reflect on engagement within different environments: corporate communication, marketing and advertising, journalistic communication, social, cultural, artistic and political communication, and finally the the most fruitful of environments – theological and spiritual.