La creatividad al servicio del conocimiento
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González Godoy, Lilibet
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Universidad Cetral "Marta Abreu" de Las Villas
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La presente investigación se desarrolló en la Universidad Central “Marta Abreu” de las Villas, con el objetivo de proponer los elementos de identidad visual para la televisión universitaria que contribuyan a formar la imagen deseada por la DIRCOM de la Universidad Central. El estudio se abordó desde la metodología cualitativa y el método etnográfico, en el período de enero a mayo de 2012. Las técnicas de investigación empleadas fueron: análisis de documentos, observaciones participantes, entrevistas semiestructuradas, y briefing operativo. La DIRCOM de la institución, fundadores, miembros de la Sala de Historia, documentos oficiales necesarios para indagar en la identidad visual de la entidad y expertos fueron las unidades de análisis. La caracterización inicial de la identidad visual de la Universidad sirvió de base para precisar los elementos necesarios para la propuesta de diseño, teniendo en cuenta los atributos identitarios visuales de la entidad que contribuyan a formar la imagen deseada por la DIRCOM. Como primicia, la televisión universitaria promete una oportunidad a la creatividad en servicio del conocimiento, a la objetividad y la inmediatez, que sean expresión de los estatus e indicadores de prestigio que elevan a la casa de altos estudios como una institución de excelencia en Cuba y el resto del mundo. Los resultados de la investigación permitieron exponer puntos de vista en torno a la importancia del rescate de los signos y símbolos de la identidad visual de la institución, su aplicación en la arquitectura de la organización y su integración a las acciones de comunicación como verdadero valor añadido.
Present it Marta Abreu of Villages developed investigation herself at the University Central for the sake of naming the elements of visual identity for the university television that they contribute to forming the image desired of the DIRCOM of the University Central. The study was gone aboard to May 2012 from the qualitative methodology and the ethnographic method, in the period of January. The fact-finding employed technicians went: Documentary analysis, participating observations, semi-structured interviews, and operating briefing. The institution's DIRCOM, founding fathers, members of Historia's living room, official necessary documents to investigate in the entity's visual identity and experts were the units of analysis. The initial characterization of the visual identity of the University was used as base to need the necessary elements for the designing proposal, taking into account the entity's self-defining visual attributes that they contribute to forming the image desired by the DIRCOM. Like first fruits, an opportunity promises the university television to creativity in service of knowledge, to objectivity and immediacy, that they be expression of the estatus that they lift to the house of advanced studies like an institution of excellence in Cuba and the rest of the the world and indicators of prestige. The research findings permitted displaying views about the importance of the rescue of signs and symbols of the visual identity of the institution, his application in the architecture of the organization and his integration to the stock of communication like true value added.
Present it Marta Abreu of Villages developed investigation herself at the University Central for the sake of naming the elements of visual identity for the university television that they contribute to forming the image desired of the DIRCOM of the University Central. The study was gone aboard to May 2012 from the qualitative methodology and the ethnographic method, in the period of January. The fact-finding employed technicians went: Documentary analysis, participating observations, semi-structured interviews, and operating briefing. The institution's DIRCOM, founding fathers, members of Historia's living room, official necessary documents to investigate in the entity's visual identity and experts were the units of analysis. The initial characterization of the visual identity of the University was used as base to need the necessary elements for the designing proposal, taking into account the entity's self-defining visual attributes that they contribute to forming the image desired by the DIRCOM. Like first fruits, an opportunity promises the university television to creativity in service of knowledge, to objectivity and immediacy, that they be expression of the estatus that they lift to the house of advanced studies like an institution of excellence in Cuba and the rest of the the world and indicators of prestige. The research findings permitted displaying views about the importance of the rescue of signs and symbols of the visual identity of the institution, his application in the architecture of the organization and his integration to the stock of communication like true value added.