Propuesta de Estrategia orientada a la comunicación de los rasgos identitarios del Centro Cultural de las Artes “Benny Moré”.
Fecha
2014-06-25
Autores
Pérez Fernández, Anamary
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Editor
Universidad Cetral "Marta Abreu" de Las Villas
Resumen
La reciente creación del Centro Cultural de las Artes “Benny Moré” y el consiguiente desconocimiento de los públicos sobre su existencia, motiva la demanda del estudio entre sus miembros. De la necesidad de dar a conocer una nueva organización, parte la propuesta de diseñar una estrategia de comunicación publicitaria que integre en su mensaje los rasgos identitarios de la organización.
Para lograr este propósito, primeramente se recopiló toda la bibliografía posible procedente de otras áreas del conocimiento, y seguidamente se puntualizaron las categorías identidad corporativa (rasgos históricos, físicos y culturales) y estrategia de comunicación (pasos).
La investigación se desarrolló desde la metodología cualitativa, a partir de la utilización del método etnográfico. La muestra quedó conformada por informantes e informantes clave. Las técnicas de investigación utilizadas fueron: análisis de documentos oficiales, observación participante, cuestionario y la entrevista semiestructurada y en profundidad.
Las conclusiones y recomendaciones se encaminan a la continuidad de la investigación y a la búsqueda de soluciones, con el propósito de alcanzar el reconocimiento e identificación de los rasgos identitarios del Centro Cultural de las Artes “Benny Moré”.
La propuesta de la Estrategia de Comunicación para los públicos objetivos de la organización y las acciones que de ella se despliegan, están encaminadas al reconocimiento e identificación del Centro Cultural de las Artes “Benny Moré” y a la superación de las deficiencias detectadas en el diagnóstico.
The recent creation of the Cultural Arts Center "Benny Moré" and the consequent ignorance of the public about its existence motivates the demand of research among its members. From the need to let know a new organization, emerge the proposal to design a communication strategy that integrates into its message the identifying features of the organization. To achieve this purpose, first all possible references from other areas of knowledge were collected; subsequently the categories corporate identity (historical, physical and cultural features) and communication strategy (steps) were emphasized. The research was developed from the qualitative methodology, based on the use of the ethnographic method. The sample was composed of informants and key informants. The research techniques used were: analysis of official documents, participant observation, questionnaire and semi-structured interview and in-depth. The conclusions and recommendations are aimed to continuity of the investigation and the search of solutions in order to achieve the recognition and identification of the identifying features of the Cultural Arts Center "Benny Moré". The proposal of the Communication Strategy for publics objectives of the organization and the actions it unfold, are aimed to recognition and identification of the Cultural Arts Center "Benny Moré" and to overcoming of the deficiencies identified in the diagnosis.
The recent creation of the Cultural Arts Center "Benny Moré" and the consequent ignorance of the public about its existence motivates the demand of research among its members. From the need to let know a new organization, emerge the proposal to design a communication strategy that integrates into its message the identifying features of the organization. To achieve this purpose, first all possible references from other areas of knowledge were collected; subsequently the categories corporate identity (historical, physical and cultural features) and communication strategy (steps) were emphasized. The research was developed from the qualitative methodology, based on the use of the ethnographic method. The sample was composed of informants and key informants. The research techniques used were: analysis of official documents, participant observation, questionnaire and semi-structured interview and in-depth. The conclusions and recommendations are aimed to continuity of the investigation and the search of solutions in order to achieve the recognition and identification of the identifying features of the Cultural Arts Center "Benny Moré". The proposal of the Communication Strategy for publics objectives of the organization and the actions it unfold, are aimed to recognition and identification of the Cultural Arts Center "Benny Moré" and to overcoming of the deficiencies identified in the diagnosis.
Descripción
Palabras clave
Identidad Corporativa, Estrategia de Comunicación, Rasgos Identitarios