Estrategia de comunicación para Conjunto Danzario 5 de Diciembre
Fecha
2011-07-06
Autores
Pantoja Sarduy, Youry
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
La presente investigación se desarrolló en el Conjunto Danzario “5 de Diciembre” de la
Universidad Central “Marta Abreu” de Las Villas y se concibió con el objetivo de
proponer una estrategia de comunicación que promocione dicha agrupación en el
contexto estudiantil universitario, mediante sus rasgos identitarios, basados en el modelo
de estrategia planteado por Heriberto Cardoso Milanés citado en Díaz-Guzmán (2008).
Se asumió la alternativa metodológica cualitativa de investigación, desde un estudio de
caso único y se aplicaron para el diagnóstico, técnicas como: el análisis documental, las
entrevistas en profundidad y el trabajo grupal.
La muestra quedó conformada por 26 sujetos, de ellos 7 informantes claves y 19
informantes. Se realizó el análisis de contenido categorial de los datos propuesto por
Rodríguez, Gil y García (2004) y la triangulación por fuente y por métodos.
Entre los resultados del diagnóstico se obtuvo que la comunicación promocional del
conjunto no se efectúa de forma planificada, no consta de un plan de comunicación
efectivo y se desarrolla de manera empírica de acuerdo a las necesidades del momento.
Además en los efímeros instrumentos no se muestra relación con los rasgos identitarios
del conjunto.
Como conclusión se obtuvo como rasgos identitarios del Conjunto Danzario “5 de
Diciembre”: su slogan, las características generales del conjunto y el producto cultural
que brindan, así como el sello personal que le imprime al grupo su director.
Implementar la estrategia de comunicación con el objetivo de promocionar al Conjunto
danzario “5 de Diciembre” en el público estudiantil universitario, constituye una de las
principales recomendaciones de la investigación.
The present investigation was developed in the Combined Dance "December 5" of the Central University "Marta Abreu" of The Villages and it was conceived with the objective of proposing a communication strategy that promotes this grouping in the context student university student, by means of its features identitarios, based on the strategy pattern outlined by Heriberto Cardoso Milanese mentioned in Díaz-Guzmán (2008). The qualitative methodological alternative of investigation was assumed, from a study of unique case and they were applied for the diagnosis, technical as: the documental analysis, the interviews in depth and the work in group. The sample was conformed by 26 fellows, of them 7 key informants and 19 informants. He/she was carried out the analysis of contained categorial of the data proposed by Rodríguez, Gil and Garcia (2004) and the triangulation for source and for methods. Among the results of the diagnosis it was obtained that the promotional communication of the group is not made in a planned way, it doesn't consist of an effective communication plan and it is developed in an empiric way according to the necessities of the moment. Also in the ephemeral instruments relationship is not shown with the features identitarios of the group. As conclusion it was obtained as features identitarios of the Combined Dance "December 5": their slogan, the general characteristics of the group and the cultural product that toast, as well as the personal stamp that prints to the group their director. To implement the communication strategy with the objective of promoting to the Combined dance "December 5" in the public student university student, one of the main recommendations of the investigation constitutes.
The present investigation was developed in the Combined Dance "December 5" of the Central University "Marta Abreu" of The Villages and it was conceived with the objective of proposing a communication strategy that promotes this grouping in the context student university student, by means of its features identitarios, based on the strategy pattern outlined by Heriberto Cardoso Milanese mentioned in Díaz-Guzmán (2008). The qualitative methodological alternative of investigation was assumed, from a study of unique case and they were applied for the diagnosis, technical as: the documental analysis, the interviews in depth and the work in group. The sample was conformed by 26 fellows, of them 7 key informants and 19 informants. He/she was carried out the analysis of contained categorial of the data proposed by Rodríguez, Gil and Garcia (2004) and the triangulation for source and for methods. Among the results of the diagnosis it was obtained that the promotional communication of the group is not made in a planned way, it doesn't consist of an effective communication plan and it is developed in an empiric way according to the necessities of the moment. Also in the ephemeral instruments relationship is not shown with the features identitarios of the group. As conclusion it was obtained as features identitarios of the Combined Dance "December 5": their slogan, the general characteristics of the group and the cultural product that toast, as well as the personal stamp that prints to the group their director. To implement the communication strategy with the objective of promoting to the Combined dance "December 5" in the public student university student, one of the main recommendations of the investigation constitutes.
Descripción
Palabras clave
Estrategia de Comunicación, Conjunto Danzario “5 de Diciembre”, Rasgos Identitarios