Tecnologías de la comunicación enfrentando la anomia asociativa
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Date
2007
Authors
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Publisher
Escuela de Comunicación Social. Facultad de Ciencia Política y Relaciones Internacionales. Universidad Nacional de Rosario. UNR Editora
Abstract
La propuesta es pensar un Destino Turístico como un sistema de sentido complejo y dinámico. A su vez, relacionado con sistemas de sentido más abarcativos - mercados nacional y global - y sub-sistemas protagonizados por actores del propio
cluster productivo, el sector turístico local.
Se describe una selección de aspectos de un proceso
de intervención profesional desarrollado en la Provincia
de Tierra del Fuego, Antártida e Islas del Atlántico Sur,
República Argentina, donde a partir del concepto de marcas
de colectivos sociales se elaboró una estrategia discursiva
que habilitó la inclusión positiva de la diversidad de actores
comunitarios.
En el caso referido, la paulatina construcción del consenso
se propuso a partir de la modificación discursiva de las
dicotomías instaladas, en base a las necesidades de los
públicos-objetivos externos y de las características propias
de las propuestas locales. Aquí la comunicación se presenta
como una disciplina aplicada para un crecimiento asociativo
en el marco de un mercado globalizado.
Por último, se propicia la creación y aplicación de tecnologías
de comunicación útiles al desarrollo socio-económico local.
The objective of this essay is to think Tourist Destination as a system of complex and dynamic sense. Also related to wider systems of sense - national and global markets - and subsystems carried out by actors of the own productive cluster, the local tourist sector. The article describes several aspects in a process of professional intervention developed in the province of Tierra del Fuego, Antártida e Islas del Atlántico Sur, Argentine Republic, in which, from the concept of "marks of social groups" a discursive strategy was elaborated and it allowed the positive inclusion of the community actors diversity. In the referred case, the progressive consensus construction was set out from the discursive modification of the installed oppositions, on the basis of the necessities of the external target audience and the characteristics of the local proposals. Here communication appears as a discipline applied for associative growth within the framework of global market. Finally, we foster the creation and application of communication technologies to aid local socioeconomic development.
The objective of this essay is to think Tourist Destination as a system of complex and dynamic sense. Also related to wider systems of sense - national and global markets - and subsystems carried out by actors of the own productive cluster, the local tourist sector. The article describes several aspects in a process of professional intervention developed in the province of Tierra del Fuego, Antártida e Islas del Atlántico Sur, Argentine Republic, in which, from the concept of "marks of social groups" a discursive strategy was elaborated and it allowed the positive inclusion of the community actors diversity. In the referred case, the progressive consensus construction was set out from the discursive modification of the installed oppositions, on the basis of the necessities of the external target audience and the characteristics of the local proposals. Here communication appears as a discipline applied for associative growth within the framework of global market. Finally, we foster the creation and application of communication technologies to aid local socioeconomic development.
Description
Keywords
Colectivos sociales, Comunicación, Destino turístico, Marcas, Turismo, Communication, Marks, Social Groups, Tourism, Tourist destination
Citation
MARKIER, Gustavo. “Tecnologías de la comunicación enfrentando la anomia asociativa” en La Trama de la Comunicación, Volumen 12, UNR Editora, Rosario, 2007