Abstract

HERNANDEZ GUERRA, Uberto Mario; MARQUEZ MARRERO, Juan Lázaro; PAEZ PAREDES, Meivys  and  GARCIA GONZALEZ, Maryuri. Model for the management of institutional communication at the University of Pinar del Río. Rev. Cubana Edu. Superior [online]. 2023, vol.42, n.2  Epub May 10, 2023. ISSN 0257-4314.

Communication is a process of social production, exchange and negotiation of symbolic forms between actors, it is the stage where social practices take place. A society could not be thought without communication, that is, communication is constitutive of society. Universities require institutional communication to materialize all their main processes. Institutional communication as a transversal process in the functional processes of any institution, becomes an essential link for this type of organization. The objective of this article is to express the essential ideas that make it possible to define the components, stages, dimensions, relationships and principles that make up the institutional communication management model in the Faculty of Social Sciences and Humanities of the University of Pinar del River “Hermanos Saíz Montes de Oca”.

Keywords : model; communication; institutional communication and management.

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