<?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>2411-9970</journal-id>
<journal-title><![CDATA[Alcance]]></journal-title>
<abbrev-journal-title><![CDATA[ARCIC]]></abbrev-journal-title>
<issn>2411-9970</issn>
<publisher>
<publisher-name><![CDATA[Facultad de Comunicación, Universidad de La Habana.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2411-99702022000300089</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La cultura comunicacional en el análisis de los carteles de la COVID-19 en Cuba]]></article-title>
<article-title xml:lang="en"><![CDATA[Cultural communication in COVID-19 poster analysis in Cuba]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Annicchiarico]]></surname>
<given-names><![CDATA[Giada]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Brull González]]></surname>
<given-names><![CDATA[Maribel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Milano Departamento de Scienze della Mediazione Linguistica e di Studi Interculturali ]]></institution>
<addr-line><![CDATA[ Ciudad de Milano]]></addr-line>
<country>Italia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Oriente Facultad de Humanidades ]]></institution>
<addr-line><![CDATA[Ciudad de Santiago de Cuba ]]></addr-line>
<country>Cuba</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<volume>11</volume>
<numero>30</numero>
<fpage>89</fpage>
<lpage>104</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2411-99702022000300089&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2411-99702022000300089&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2411-99702022000300089&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Este estudio de orientación hermenéutica se enfocó en la cultura comunicacional como referente del análisis crítico del discurso de los carteles de la COVID-19 en Cuba en la temporada pandémica de SARS-CoV-2. Los carteles analizados destacaron por la evolución de la cultura comunicacional alrededor de una pandemia que revolucionó el estilo comunicativo de salud a nivel global. El objetivo del estudio fue analizar la comunicación social sobre la COVID-19. El método fue el análisis crítico del discurso desde una perspectiva cualitativa. Se asumieron los postulados más recientes de García de la Fuente (2002) y la metodología de Brull (2020) que se concibió para el análisis de los carteles. Se asumieron técnicas de la sicología de la comunicación como la teoría del encuadre de Goffman (1974) y aplicada al análisis del discurso por Koteyko &amp; Atanasova (2017). De una muestra de 26 carteles seleccionados por relevancia, se publican los resultados del análisis realizado a 4 de ellos para probar la incidencia de la pandemia en los espacios públicos y privados, incluso de las comunidades virtuales. El análisis del discurso de los carteles demuestra la valia del sistema de indicadores propuesto y la necesidad de adaptar la cultura comunicacional a los mensajes informativos y educativos en situaciones de crisis sanitaria.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT This work focused on the communicational culture and its processes of adaptation of the discourse for the elaboration of the COVID-19 posters in the Cuban context. The objective of the research was to base the theoretical and methodological references of communication culture to produce messages in exceptional situations of pandemic crisis. It was positioned as an exploratory study with a hermeneutical orientation. The qualitative perspective and the CDA were used as a method, assuming the most recent postulates of García de la Fuente (2002) and the methodology of Brull (2020) conceived for the analysis of the posters, enriched with communication psychology techniques. such as the framing theory theorized by Goffman (1974) and applied to discourse analysis by Koteyko &amp; Atanasova (2017). From a sample of 26 posters, the results of the analysis carried out on 4 of them showed the impact of COVID-19 on public media, institutional, business and community spaces, including virtual communities. The analysis of the discourse of the posters demonstrated the value of the proposed system of indicators and the need to adapt the communication culture to the content design processes of informative and educational messages in health crisis situations.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[cultura comunicacional]]></kwd>
<kwd lng="es"><![CDATA[análisis crítico del discurso]]></kwd>
<kwd lng="es"><![CDATA[cartel]]></kwd>
<kwd lng="es"><![CDATA[Covid-19]]></kwd>
<kwd lng="es"><![CDATA[crisis sanitaria]]></kwd>
<kwd lng="en"><![CDATA[communication culture]]></kwd>
<kwd lng="en"><![CDATA[discourse analysis]]></kwd>
<kwd lng="en"><![CDATA[cartel]]></kwd>
<kwd lng="en"><![CDATA[COVID-19]]></kwd>
<kwd lng="en"><![CDATA[health crisis]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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