Institutional communication at Spanish public universities from the approach of participatory communication

Authors

DOI:

https://doi.org/10.14507/epaa.27.4359

Keywords:

Institutional Communication, Participatory communication, Communication management, Public universities, Spain

Abstract

The theory and practice of institutional communication at public universities in Spain have a strong corporate and instrumental character. In this study, we discuss the possibility of implementing acommunicative planning and management focused on prioritizing more horizontal and participative communication processes. For that purpose, a qualitive study was carried out with a Delphi panel of 10 researchers from Spanish public universities specialized in participatory communication and communication for social change.The study suggests that the implementationof participative university institutional communication would require the conviction and involvement of the entire university community. It would lead to the establishment of procedures and mechanisms that guarantee the transversality of communication, as well as the active presence of different intra- and extra-university groups in the diagnosis, design, execution, and evaluation of institutional communication.

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Author Biographies

Esther Simancas González, Universidad de Cádiz

Doctora en Comunicación Audiovisual y Publicidad y licenciada en Publicidad y Relaciones Públicas por la Universidad de Málaga. Ayudante Doctora del departamento de Marketing y Comunicación de la Universidad de Cádiz. Coordinadora del Máster en Dirección Estratégica e Innovación en Comunicación de la Universidad de Cádiz. Miembro del Grupo de Investigación Profesorado, Comunicación e Investigación Educativa (HUM619).

Marcial García López, Universidad de Málaga

Doctor en Ciencias de la Información y licenciado en Publicidad y Relaciones Públicas por la Universidad Complutense de Madrid. Profesor titular de la Facultad de Ciencias de la Comunicación de la Universidad de Málaga. Coordinador del Proyecto Comsolidar: Comunicación Solidaria. Miembro del Grupo de Investigación Profesorado, Comunicación e Investigación Educativa (HUM619).

Published

2019-11-11

How to Cite

Simancas González, E., & García López, M. (2019). Institutional communication at Spanish public universities from the approach of participatory communication. Education Policy Analysis Archives, 27, 144. https://doi.org/10.14507/epaa.27.4359

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Section

Articles