<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0122-8285</journal-id>
<journal-title><![CDATA[Palabra Clave]]></journal-title>
<abbrev-journal-title><![CDATA[Palabra Clave]]></abbrev-journal-title>
<issn>0122-8285</issn>
<publisher>
<publisher-name><![CDATA[Universidad de La Sabana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0122-82852017000200529</article-id>
<article-id pub-id-type="doi">10.5294/pacla.2017.20.2.10</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Comunicaciones y confianza: ¿información o identidad? El caso del sector vitivinícola chileno hacia el mercado chino]]></article-title>
<article-title xml:lang="en"><![CDATA[Communications and Trust: Information or Identity? The Case of the Chilean Wine Sector towards the Chinese Market]]></article-title>
<article-title xml:lang="pt"><![CDATA[Comunicações e confiança: informação ou identidade? O caso do setor vitivinícola chileno com o mercado chinês]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Labarca]]></surname>
<given-names><![CDATA[Claudia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rojas]]></surname>
<given-names><![CDATA[Rodrigo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Pontificia Universidad Católica de Chile  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Chile</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Pontificia Universidad Católica de Chile  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Chile</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>04</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>04</month>
<year>2017</year>
</pub-date>
<volume>20</volume>
<numero>2</numero>
<fpage>529</fpage>
<lpage>566</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0122-82852017000200529&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0122-82852017000200529&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0122-82852017000200529&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este artículo busca aportar a la discusión teórico-práctica sobre el rol de las comunicaciones corporativas en la construcción de confianza en el comercio global. Para ello, se utiliza el caso de estudio de la industria vitivinícola chilena y su comunicación hacia el mercado chino, y lo analiza desde dos aspectos centrales propios de la literatura: conocimiento e identidad. A través de la creación de una matriz basada en la semiótica y elaborada por los autores, se examinan en forma exploratoria seis sitios web corporativos de la industria. A partir de este caso de estudio, se entregan elementos que aportan a la discusión teórica, en el caso de la relación confianza y comunicación, así como a la discusión metodológica con la construcción de una matriz preliminar que releva los atributos del concepto de confianza. Se concluye que existen elementos cognitivos en la construcción de confianza entre organizaciones, pero también sobre un discurso de tipo moral e identitario y que hay escasa representación del enunciatario, lo cual debilita este último aspecto.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This article seeks to contribute to the theoretical-practical discussion on the role of corporate communications in building trust in global commerce. For this purpose, the case study of the Chilean wine industry and its communication towards the Chinese market is used, and it is analyzed from two central aspects of literature: knowledge and identity. Through the creation of a matrix based on semiotics and elaborated by the authors, six corporate websites of the industry are examined in exploratory form. From this case study, elements that contribute to the theoretical discussion are provided, for the case of the trust and communication relationship, as well as to the methodological discussion with the construction of a preliminary matrix that relieves the attributes of the concept of trust. It is concluded that there are cognitive elements in the construction of trust between organizations, but it is also about a moral and identity discourse and that there is little representation of the listener, which weakens this last aspect.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Este artigo procura contribuir para a discussão teórico-prática sobre o papel das comunicações corporativas na construção de confiança no comércio global. Para isso, se utiliza o caso de estudo da indústria vitivinícola chilena e sua comunicação com o mercado chinês, e o analisa a partir de dois aspectos centrais próprios da literatura: conhecimento e identidade. Através da criação de uma matriz baseada na semiótica e elaborada pelos autores, se examinam em forma exploratória seis sites web corporativos da indústria. A partir deste caso de estudo se entregam elementos que contribuem para a discussão teórica, no caso da relação confiança e comunicação, assim como a discussão metodológica com a construção de uma matriz preliminar que releva os atributos do conceito de confiança. Conclui-se que existem elementos cognitivos na construção de confiança entre organizações, mas também sobre um discurso de tipo moral e identitário e que haja escassa representação do enunciatário, o que debilita este último aspecto.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Confianza]]></kwd>
<kwd lng="es"><![CDATA[comunicación corporativa]]></kwd>
<kwd lng="es"><![CDATA[engagement]]></kwd>
<kwd lng="es"><![CDATA[Chile]]></kwd>
<kwd lng="en"><![CDATA[Trust]]></kwd>
<kwd lng="en"><![CDATA[corporate communication]]></kwd>
<kwd lng="en"><![CDATA[engagement]]></kwd>
<kwd lng="en"><![CDATA[Chile]]></kwd>
<kwd lng="pt"><![CDATA[Confiança]]></kwd>
<kwd lng="pt"><![CDATA[comunicação corporativa]]></kwd>
<kwd lng="pt"><![CDATA[engagement]]></kwd>
<kwd lng="pt"><![CDATA[Chile]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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