Corporate spokespersons in Mexico: changes, challenges and trends (1985-2024)

Abstract

Through this essay, I will trace the evolution and characteristics of corporate spokespersonship in Mexico from the late 20th century to the present, from a social, cultural, and technological perspective, identifying its role in communication, and emphasizing the processes of the recent century with the advent of the digital era.

This analysis will seek to reveal valuable lessons about the adaptation and evolution of corporate communication towards an increasingly interconnected world. Thus, in the end, I will briefly discuss the challenges posed by artificial intelligence for corporate spokespersonship looking forward, pointing to the integration of emerging technologies and the reconceptualization of the spokesperson's role. I will analyze how these technological advances would not only modify communication strategies but also influence the public perception of corporations.