Estrategia de Comunicación para la promoción de la revista Virtus, entre profesores y estudiantes de las facultades de las Ciencias Sociales y Humanísticas de la UCLV.
Archivos
Fecha
2012-06-25
Autores
Aguiar González, Laynie
Medina Marín, Mayara
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad Cetral "Marta Abreu" de Las Villas
Resumen
La presente investigación se concibió con el objetivo de diseñar una estrategia de
comunicación para la promoción de la revista Virtus, entre profesores y estudiantes de
las Ciencias Sociales y Humanísticas de la Universidad Central “Marta Abreu” de Las
Villas. Adscritos a la propuesta de Heriberto Cardoso Milanés la estrategia diseñada
tuvo como base los rasgos identitarios de la publicación.
Para dar cumplimiento a los objetivos del estudio se asumió la alternativa metodológica
cualitativa, apoyándonos en la microetnografía como método. En la etapa diagnóstica
se aplicaron las técnicas de revisión de documentos y entrevistas en profundidad a
informantes, informantes claves y especialistas.
Los principales resultados muestran como características de la revista Virtus su carácter
antilucrativo, lo cambiante de su público interno, su capacidad de existir en diferentes
formatos y el tratamiento que logra de la historia desde espacios atractivos.
Como rasgos identitarios se reconocen el carácter histórico de la revista, su objetivo de
promover la investigación científica entre los educandos de las facultades de Ciencias
Sociales y Humanísticas; así como su condición de soporte bibliográfico actualizado y
coherente con la ideología que defendemos, necesario para la impartición de la
asignatura de Historia Universal.
De igual forma se constató como identitario el enfoque martiano y humanista y el
método dialéctico-materialista propuesto por el marxismo y que determina en Virtus, la
cientificidad del contenido de sus publicaciones.
Los resultados sentaron las bases para la propuesta de estrategia de comunicación.
The present investigation was conceived with the objective of designing a communication strategy for the promotion of the Virtus magazine, for professors and students of the Social and Humanistic Sciences of the Central University “Marta Abreu de las Villas”. Attributed to the proposal of Heriberto Cardoso Milanés the designed strategy had as base the features of identity of the publication. To give execution to the objectives of the study the qualitative methodological alternative was assumed, leaning on the microetnografic method. In the stage of diagnostic they applied techniques as the analysis of documents, characterization of the magazine from the perspective of the investigators and the interviews in depth. The main results show as characteristic of the magazine Virtus his antilucrative character, the changing of their internal public, their capacity to exist in different formats and the treatment that it achieves of the history from attractive spaces. As identity features they were recognized the historical character of the magazine, their objective of promoting the scientific investigation among the students of Social and Humanistic Sciences; as well as their condition of upgraded bibliographical support and coherent with the ideology that we defend, necessary to impart the subject of Universal History. Of the same way it was verified like feature of identity José Martí's focus and humanist, and the dialectical-materialistic method proposed by the Marxism and that it determines in Virtus, the scientific degree of the content of their publications. The results sat down the bases for the proposal of communication strategy.
The present investigation was conceived with the objective of designing a communication strategy for the promotion of the Virtus magazine, for professors and students of the Social and Humanistic Sciences of the Central University “Marta Abreu de las Villas”. Attributed to the proposal of Heriberto Cardoso Milanés the designed strategy had as base the features of identity of the publication. To give execution to the objectives of the study the qualitative methodological alternative was assumed, leaning on the microetnografic method. In the stage of diagnostic they applied techniques as the analysis of documents, characterization of the magazine from the perspective of the investigators and the interviews in depth. The main results show as characteristic of the magazine Virtus his antilucrative character, the changing of their internal public, their capacity to exist in different formats and the treatment that it achieves of the history from attractive spaces. As identity features they were recognized the historical character of the magazine, their objective of promoting the scientific investigation among the students of Social and Humanistic Sciences; as well as their condition of upgraded bibliographical support and coherent with the ideology that we defend, necessary to impart the subject of Universal History. Of the same way it was verified like feature of identity José Martí's focus and humanist, and the dialectical-materialistic method proposed by the Marxism and that it determines in Virtus, the scientific degree of the content of their publications. The results sat down the bases for the proposal of communication strategy.
Descripción
Palabras clave
Estrategia de Comunicación, Promoción, Atributos identitarios.