Publication: Identidad, imagen, estructura y gestión de la Comunicación en la Organización de Estados Iberoamericanos para la Educación, la Ciencia y la Cultura
Loading...
Official URL
Full text at PDC
Publication Date
2021-06-07
Authors
Advisors (or tutors)
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Complutense de Madrid
Citations
Exportar
Abstract
Identidad, imagen, estructura y gestión de la comunicación de la Organización de Estados Iberoamericanos para la Educación, la Ciencia y la Cultura (OEI) es un trabajo de investigación académica que aborda el análisis y comprensión de la gestión comunicativa externa de esta institución de carácter internacional gubernamental, que depende de un singular contexto geográfico, operativo, organizacional, social, económico, histórico, lingüístico y tecnológico.
Para llevar a cabo esta empresa, el análisis se divide en varios bloques temáticos que pretenden dotar de una estructura fluida y consecuente a la obra. Tras una introducción que revela el objeto central de nuestro estudio, presentamos el estado de la cuestión y las teorías previas. Hemos querido centrarnos, especialmente, en dos dimensiones concretas: la puramente institucional, haciendo un recorrido por los organismos que han fortalecido las interrelaciones entre los estados iberoamericanos, y la comunicacional, poniendo en valor las dinámicas de la comunicación institucional y los ejes que la vertebran (identidad e imagen).
Si bien en este apartado de la investigación se propone un recorrido histórico por la creación, consolidación y crecimiento de la OEI, lo que nos permitirá definir su política comunicacional, nuestro análisis se centrará especialmente en los hitos más destacados de los últimos años de la organización, un periodo que, además, nos involucra profesional y personalmente en la institución.
Así, a partir de una metodología de triangulación de técnicas de investigación -que combina el análisis documental, la encuesta, la entrevista semiestructurada y la observación participante-, se identifican, a continuación, los elementos diferenciadores que caracterizan a la OEI. Elementos que condicionan, inevitablemente, el diseño y gestión de su estrategia comunicativa...
Identity, Image, Structure and Communication Management in the Organization of Ibero-American States for Education, Science and Culture (OEI) is an academic research paper that addresses the analysis and understanding of the external communication management of this international governmental institution, which depends on a unique geographical, operational, organizational, social, economic, historical, linguistic and technological context. To accomplish this undertaking, the analysis is divided into several thematic modules that are intended to provide with a fluid and coherent structure to the work. After an introduction that unveils the main purpose of our research, we present the state of the art and the previous theories. We particularly wanted to focus on two specific dimensions. On one hand, the purely institutional dimension, looking at the organizations that have strengthened the interrelationships between the Latin American states, and on the other hand, the communicational dimension, highlighting the dynamics of institutional communication and the axes that support it (identity and image). Although this section of the research proposes a historical overview of the creation, consolidation and growth of the OEI, which will allow us to define its communication policy, our analysis will focus especially on the most important milestones that have occurred in the last few years of the organization, a period that also involves us professionally and personally in the institution. Thus, by using a triangulation methodology of research techniques - that combines the documentary analysis, the survey, the semi-structured interview and the participant observation - the differentiating elements that characterise the OEI are subsequently identified. Elements that inevitably condition the design and management of its communication strategy...
Identity, Image, Structure and Communication Management in the Organization of Ibero-American States for Education, Science and Culture (OEI) is an academic research paper that addresses the analysis and understanding of the external communication management of this international governmental institution, which depends on a unique geographical, operational, organizational, social, economic, historical, linguistic and technological context. To accomplish this undertaking, the analysis is divided into several thematic modules that are intended to provide with a fluid and coherent structure to the work. After an introduction that unveils the main purpose of our research, we present the state of the art and the previous theories. We particularly wanted to focus on two specific dimensions. On one hand, the purely institutional dimension, looking at the organizations that have strengthened the interrelationships between the Latin American states, and on the other hand, the communicational dimension, highlighting the dynamics of institutional communication and the axes that support it (identity and image). Although this section of the research proposes a historical overview of the creation, consolidation and growth of the OEI, which will allow us to define its communication policy, our analysis will focus especially on the most important milestones that have occurred in the last few years of the organization, a period that also involves us professionally and personally in the institution. Thus, by using a triangulation methodology of research techniques - that combines the documentary analysis, the survey, the semi-structured interview and the participant observation - the differentiating elements that characterise the OEI are subsequently identified. Elements that inevitably condition the design and management of its communication strategy...
Description
Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Teorías y Análisis de la comunicación, leída el 25/01/2021