Ethical Traditions Around Marketing and Gamification: Some Critical Notes

Authors

  • Ginés Santiago Marco Perles Universidad Católica de Valencia San Vicente Mártir
  • Silvia Moya Rozalén Escuela de Doctorado. Universidad Católica de Valencia San Vicente Mártir - C/ Guillem de Castro, 64. 46001 Valencia (España) http://orcid.org/0000-0002-2735-0292

DOI:

https://doi.org/10.5944/endoxa.50.2022.26719

Keywords:

ética, éticas aplicadas, gamificación, ludificación, marketing, deseos humanos.

Abstract

Ethics, gamification and marketing have constituted three realities which has developed separately until well into the twentieth century, at which time we have seem them hatch. Recently, studies have emerged that seek to investigate whether gamification and marketing have an ethical substratum. Based on these studies, in this work we go into the moral impact of the interrelationship between gamification and marketing expressed throughout three broad ethical traditions. trajectory (utilitarianism,
deontologism and the ethics of virtue), as evidenced by the specialized literature.

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Author Biographies

Ginés Santiago Marco Perles, Universidad Católica de Valencia San Vicente Mártir

Doctor en Filosofía y Ciencias de la Educación por la Universidad de Valencia. Profesor de Deontología y Ética en las organizaciones en la UCV. Reconocimiento de un sexenio de investigación por el Ministerio de Educación. Decano de la Facultad de Filosofía, Antropología y Trabajo Social de la UCV. Profesor Contratado Doctor que viene impartiendo docencia en Facultades de Filosofía, Ciencias de la Educación, Derecho y Economía. Profesor colaborador en Escuelas de Dirección. Director del Instituto Universitario de Investigación en Filosofía “Edith Stein” de la UCV. Investigador principal del grupo de investigación sobre “Confianza y lealtad en las relaciones político-institucionales”.

Silvia Moya Rozalén, Escuela de Doctorado. Universidad Católica de Valencia San Vicente Mártir - C/ Guillem de Castro, 64. 46001 Valencia (España)

Licenciada en Comunicación Audiovisual por la Universidad de Valencia (2007); Máster en Dirección de comunicación y nuevas tecnologías de la Fundacion COSO (2011); Máster Universitario en marketing político y comunicación institucional de la UCV (2014). Premio extraordinario de TFM de la UCV (2015) por su investigación "la gamificación como nueva herramienta de la comunicación política". Actualmente trabaja en la UCV en gestión académica e imparte también docencia, y es doctoranda investigadora en la UCV del programa "Los retos de las Ciencias Sociales y Humanas en la sociedad del siglo XXI" y desarrolla su tesis doctoral sobre la ética de la ludificación

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Published

2022-12-22

How to Cite

Marco Perles, G. S., & Moya Rozalén, S. (2022). Ethical Traditions Around Marketing and Gamification: Some Critical Notes. ENDOXA, (50). https://doi.org/10.5944/endoxa.50.2022.26719

Issue

No. 50 (2022)

Section

Papers and Texts

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