Los programas de comunicación social en Colombia : hacia un futuro conectado

Abstract

This research analyses the programs of social communication due to the impact and consequences characteristic of the digital revolution. Different views were compared in terms of projection in social communication, various positions about the oughtto-be of the profession, the expectations of what a social communicator must know and the future of the profession regarding the needs of the country and of the labor market. Exploratory, quantitative, qualitative and desk research was carried out with 52 programs of social communication through implementation of surveys and indepth interviews with their directors and entrepreneurs of the cultural industries. It is concluded that such programs will have to apply a new map of competences for the communicator and to be reoriented toward a cross-cutting essential approach such as digital communication, aimed at building satisfactory social processes related with the needs and dynamics of the development of the country.