Resumen

DAVILA LORENZO, Marianela  y  LORENZO SUAREZ, Iraida. COMMUNICATION STRATEGY OF THE OFFICE OF THE CONSERVATIVE OF CIENFUEGOS CITY FOR THE EDUCATION OF THE VALUE CONSERVATION OF THE CULTURAL HERITAGE. Universidad y Sociedad [online]. 2019, vol.11, n.3, pp. 266-273.  Epub 01-Sep-2019. ISSN 2218-3620.

Every day it is unthinkable to obscure the possibilities of communication as a management tool in the processes of restoration, conservation and public awareness about the cultural and heritage assets of a state or nation. Specifically, the present study focuses in the presentation of the design of a public-welfare communication strategy, oriented to the education of the value conservation of cultural heritage in the Historical Urban Center of Cienfuegos City. In order to fulfill the objective set, it is used the ethnographic method and different information gathering techniques (interview, observation, content analysis and discussion group). The main results when exploring the manifestations of conservation value, indicate social indiscipline that affect the architecture, order and cleanliness of the urban environment, in addition to an insufficient educational work through the provincial mass media. The implementation of the designed strategy will help to solve the problems identified and the fulfillment of the social mission of Cienfuegos City Conservative Office as the guiding entity in the conservation work in the Historical Urban Center of Cienfuegos City.

Palabras clave : Conservation value; cultural heritage; communication strategy.

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