Vol 3, No 5 (2004): July-December

From the analysis of the content of 25 institutional bulletins of recognized public and private companies in Medellin, this paper points out the constant elements that makes this publication a fundamental scenario for the performance of the corporate communication professional with the purpose of spreading the official vision, also to align the public and to narrow the distance between the directive instances and other.

Considering the assessment of the facts, the treatment and manipulation of the informa­tion, and the meanings put in circulation through this mean, it states that the idea is to make possible the objectives closely related to the political function in the organization, in which the professional appears as an invisible spokesman of the officialdom.

El boletín interno, como una de las más recurrentes herramientas de comunicación en las organizaciones, tiene como objetivo básico informar sobre la cultura organizacional, en la perspectiva de dinamizar los flujos informativos de la organización. De allí que sea el medio por excelencia para divulgar las líneas estratégicas trazadas por la gerencia, consolidar el clima laboral, generar sentido de pertenencia, informar, formar, educar y entretener.
En él se encuentra la voz de la organización hacia sus públicos internos y, en muchos casos, se abre espacio al diálogo institucional. El responsable de ese encuentro es el comunicador, quien, en la mayoría de los casos, decide sobre los contenidos, el estilo de redacción y la circulación del boletín.
Pese a la existencia de algunas definiciones sobre lo que es o debería ser un boletín interno, no hay evidencia de conceptualizaciones sobre su contenido o el tratamiento de la información que en él se incluye. Tal paradoja dio pie a la investigación “Los boletines internos de las organizaciones de Medellín y el tratamiento informativo que le dan a los nacimientos de los hijos de los empleados”, cuyos resultados iniciales sustentan el presente artículo.

A partir de la sistematización de los primeros datos que arroja la lectura de los boletines de 80 organizaciones de Medellín, se encontró que si bien muchos de ellos presentan similitudes en aspectos como contenido, estructura y diseño, parecen no apuntarle muy claramente al cumplimiento de los objetivos básicos de la herramienta, de acuerdo con la intención que manifiestan quienes los elaboran.

En ese sentido, este artículo es también una invitación a reflexionar sobre la necesidad de aplicar los conceptos de comunicación estratégica a través de los medios que maneja habitualmente cualquier comunicador corporativo.

This work is needed for the relation which should exist between Administration and Communication like two proper things to do in the human condition. Plan the question about what is the human should be the iniciation for administrators and communicators in the field of the organization. However, both disciplines don’t know the conception which doean’t have a reason, which privileges administration and communication from things, without including the people which use Instruments to achieve something determined. From this optic, the man is at the same time half and final.

Polars like subjetive-objetive, science-spiritual, reason-emotional, culture-nature, interior-exterior, mith-reality with each respective scale of grays, like the interaction they do, should coexist in the definition and the comprehension of the multidimensional man.

The search of a human that makes is the idea inspired by this project, results to be pertinent in the occidental truth is prefered the answers, the recipes and the saving formulas, beside the answers about the same how to do from this structure is not escape the administrators and communicators cannot escape from the organization.

Beside the respect for the people, it is only the respect to their identity -the human condition and the singularthe Administration and the Communication of today should propuse the respect of nature, towards the human beings that coexist of the planet. The discovery of the human genome said that the human beings are not superior from the rest of the species of nature, they are only different.

This paper pretends to show the transition of the mass culture concept to the mediate culture concept. In that process playes a very important the mass media and the infor­mation and communication technology that moves the person of the communication, who is seen as an abstract and an amorphous person at the mass culture, to a person that produces sense from the consumption like a potential Emerec (émetteur-récepteur): sender-receiver. The development of this concepts will be done through the critical reconstruction of the history development of the analysis of the media and the infor­mation and communication technology. This writing is done from the Communication, thinking it as its fundamental epistemology competence.

The theoretical approach that visualizes in this text does not try to be a finished frame, of the informational society, the production systems and the technology, on the contrary it is the pretext for a boarding of the analysis of these dimensions. In such sense the article proposes the complex glance of the society, the technology and the production systems like expressions that are renamed of dialectic way, considering that? La technology shapes a certain sociocultural organization and the society use the technological innovations that take body in her? In this theoretical approach, the individual relation is not discussed of direct way informational society, nevertheless this is an implicit one that is developed of cross-sectional way in the text. Subject that without a doubt requires a special dedication, since a study of the informational society cannot let contemplate the type of culture and individual that is influenced by this, it having like premise that the human being factory tools and, somehow, the tools also make the human being. This article contemplates three parts: First it presents/displays the informational paradigm from diverse theoretical approaches. In the second part one approaches the production systems that nave predominated in the western society in relation to the technological development and in a third section the technological concept is added/sunk from the glance of diverse authors.