Resumen

ESPINOZA-FREIRE, Enrique; GUAMAN-GOMEZ, Verónica  y  GOMEZ CASTELLS, Máximo. THE CONTINUUM CULTURE-IDENTITY OF ECUADORIAN COMMUNICATION AND EDUCATION. Universidad y Sociedad [online]. 2016, vol.8, n.4, pp. 71-79. ISSN 2218-3620.

The article aims at revealing a scientific logic of subject positioning in educational communication, contextualized in the city of Machala, Ecuador (2015). This contextualization was realized by professors of the Basic Education and Early Childhood career at the Technical University of Machala. The evaluation facilitates obtaining knowledge of the symbolic efficiency displayed in communication. The methodological strategy used is based on the use of semiotic, socio-communicative, and socio-educative tools, founded in textual hermeneutics for achieving the declared ends. The symbolic efficacy can be observed in cultural and ideological universes which are mobilized and the seduction used in communication by the discourse emitters, as well as in the effects that messages produce in students who demonstrate the conviction of the circulated meanings and the position for controversy as a significant reaction. The use of this instrument explains the design of professor- student relationship organized by the associative principle, interest compensation and affective relationships.

Palabras clave : Continuum; communication skills; discursive strategies.

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