Communication for Cultural Project Teams: How to Use Digital Tools

Communication for Cultural Project Teams: How to Use Digital Tools

Laura Berenice Sánchez Baltasar (Universidad Popular Autónoma del Estado de Puebla, Mexico) and Silka Juarez Breton (Universidad Popular Autónoma del Estado de Puebla, Mexico)
DOI: 10.4018/978-1-7998-1934-9.ch018
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The projects developed by cultural companies represent important challenges in communication, which were identified through an exploratory study with a mixed approach applied in the Puebla, Mexico area. In this study, 21 cultural organizations were identified, which were categorized into three levels depending on the maturity of their business processes. They inquired about how they are using digital tools in cultural projects. They identified the use in internal communication, the use in external communication, and the control phase in projects. The results show that although some projects are already using digital tools, they should still work on the implementation of strategies that improve the effectiveness of the results of cultural projects.
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Communication and Projects

Communication is the basis of social relationships. The processes of communication involve, before anything else, the interactions between subjects, related issues, and empirical links in the world of everyday life. This is nothing other than the actions aimed at the recognition of the other, with which we interact from our own worldview and the recognition of the character of a person similar to oneself (Rizo cited in Rizo, 2012, pp. 23-24)

A more detailed analysis allows identifying epistemological particularities of the communication that is proposed throughout the text. The first thing that can be done is to take into account the interrelation with someone else. Second, there must be willingness in both cases to generate communication and to seek understanding from the actions of daily life. By recognizing the other as one similar to him, he will be given the point of the capacities and values with which each one recognizes himself and can be linked to him. Third, the experiences that have been formed as individuals, the subjectivity and perception of the world, the arguments that are used to interact with one another. Fourth, this correlation, interaction, flow of information and understanding is what allows the construction of the human being and the culture itself.

The Complex System of Communication in Project Teams

The discussion about communication also involves the epistemological foundations that, as a legacy, allow us to understand the complexity of human interaction, the producer of meanings. This relationship with the cultural axis in turn gives meaning to the social world. That is, we speak of a cyclical process that, regardless of the means or tools, at all times reconfigure the emotions, perceptions, desires and identities, briefly, the richness of the symbolic life of human culture.

Social recognition of the importance of the communication phenomenon and the different processes that favor the constitution of everyday reality are increasingly visible (Navarro, 2002). In a dynamic world, the phenomenon becomes more complex, it is not enough to determine actors, channels or messages, it is necessary to reconsider mental structures, contexts, tools, subjectivity and action. This relationship that is lived in daily life should be transferred to organizations; what is understood as the simple transmission of information between the members of a company is not enough.

The actions on the communication of the companies must take into account all the aspects that we have already commented. That is, the strategy as a methodology of change, must consider the structures of the subjects, contexts and actions; Exceeding the traditional sender, channel, code and receiver model. Suffice to say that all interactions are presented in social spaces.

A construction that provides, a way of a map or a scheme, a vision on the set of points from where the ordinary agents direct their looks to the social world; A representation of the location or position of each individual or social agent occupies this space in relation to the others (Maass, 2006).

This multidimensional space is constituted by a multiplicity of actors, desires, interests, cosmovisions, needs and perspectives; What you must reconsider on the one hand is communication as a heterogeneous phenomenon in organizations; and on the other hand, the way in which it is managed. Thus, communication strategies should no longer be a series of steps. Now we must analyze cultural, intersubjective and contextual aspects for the strategy of the material and symbolic dimensions, especially in digital environments.

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