Una mirada desde la comunicación estratégica a Un Café Converso, experiencia de organización juvenil cristiana en la Universidad Nacional de Colombia
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Date
2024-08-01
Advisors
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Corporación Universitaria Minuto de Dios - UNIMINUTO
Type
Thesis
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Acceso Abierto - http://purl.org/coar/access_right/c_abf2
Atribución-NoComercial-SinDerivadas 2.5 Colombia
Atribución-NoComercial-SinDerivadas 2.5 Colombia
Abstract
El presente documento recopila los hallazgos evidenciados en el proceso de
diagnóstico llevado a cabo en Un Café Converso, un colectivo de carácter cristiano
perteneciente a la Universidad Nacional de Colombia sede Bogotá, que realiza
talleres en pro de la salud mental, emocional y espiritual de la comunidad
académica.
Esta aproximación se desarrolló a la luz de las técnicas y herramientas de recolección
propias del enfoque cualitativo, tales como, revisión documental, entrevista, grupo
focal, encuesta y observación participante. Además, el análisis y relacionamiento de
datos fue posible gracias al uso de instrumentos como las matrices de prediagnóstico
de comunicación, de realidad comunicacional, de coherencia, el mapa de relaciones,
el modelo de las seis cajas de Weisbord, el árbol de problemas, PESTEL, entre otras.
Tras la indagación y el análisis de la información recolectada, se evidenció que Un
Café Converso ha tenido dificultades con el fortalecimiento de una comunidad de
sentido que convoque el interés y el compromiso de todos sus miembros mientras se
construye una visión compartida que les permita alcanzar sus objetivos.
Por eso, a partir de ese problema fue de nuestro interés intentar responder ¿de qué
manera la comunicación estratégica potencia la construcción de una comunidad de
sentido dentro del colectivo Un Café Converso? Para ello, trazamos una ruta
orientadora con la que buscábamos, por un lado, comprender aquello que convoca y
motiva a los integrantes del colectivo a reunirse, y por el otro, analizar sus dinámicas
de relacionamiento interno. Todo esto con el fin de poder llegar a proponer un plan
estratégico de comunicación que impulse el crecimiento del colectivo y lo fortalezca
desde su interior.
This document compiles the findings evidenced in the diagnostic process carried out in Un Café Converso, a Christian collective belonging to the National University of Colombia, Bogotá, which conducts workshops for the mental, emotional and spiritual health of the academic community. This approach was developed in the light of the techniques and tools of the qualitative approach, such as documentary review, interview, focus group, survey and participant observation. In addition, the analysis and relationship of data was possible thanks to the use of instruments such as the communication pre-diagnosis matrix, the communication reality matrix, the coherence matrix, the relationship map, Weisbord's six-box model, the problem tree, PESTEL, among others. After the inquiry and analysis of the information collected, it became evident that Un Café Converso has had difficulties with the strengthening of a community of meaning that summons the interest and commitment of all its members while building a shared vision that allows them to achieve their objectives. Therefore, based on this problem, it was of interest to us to try to answer how strategic communication enhances the construction of a community of meaning within the collective Un Café Converso? To this end, we traced a guiding route which we look for, on the one hand, understanding what convokes and motivates the members of the collective to meet, and on the other, to analyze their internal relationship dynamics. All this in order to be able to propose a strategic communication plan that promotes the growth of the collective.
This document compiles the findings evidenced in the diagnostic process carried out in Un Café Converso, a Christian collective belonging to the National University of Colombia, Bogotá, which conducts workshops for the mental, emotional and spiritual health of the academic community. This approach was developed in the light of the techniques and tools of the qualitative approach, such as documentary review, interview, focus group, survey and participant observation. In addition, the analysis and relationship of data was possible thanks to the use of instruments such as the communication pre-diagnosis matrix, the communication reality matrix, the coherence matrix, the relationship map, Weisbord's six-box model, the problem tree, PESTEL, among others. After the inquiry and analysis of the information collected, it became evident that Un Café Converso has had difficulties with the strengthening of a community of meaning that summons the interest and commitment of all its members while building a shared vision that allows them to achieve their objectives. Therefore, based on this problem, it was of interest to us to try to answer how strategic communication enhances the construction of a community of meaning within the collective Un Café Converso? To this end, we traced a guiding route which we look for, on the one hand, understanding what convokes and motivates the members of the collective to meet, and on the other, to analyze their internal relationship dynamics. All this in order to be able to propose a strategic communication plan that promotes the growth of the collective.
Description
Consolidar la comunidad de sentido del colectivo UCC a través de la comunicación
estratégica para lograr el fortalecimiento organizativo interno que impulse el cumplimiento
de sus objetivos.
Keywords
Comunicación estratégica, comunidad de sentido, cultura juvenil, Strategic communication, community of meaning, youth culture, Internal organization