Comunicación y lenguaje: Estrategias potenciales para las Instituciones de Educación Superior

Abstract

Universities as institutions and organized companies do not escape from a communicational reality with difficulties, on the contrary, they are affected by those who do not assume it as a culture, in the process of evolution and transformation. The purpose of this research is to reflect on the theoretical knowledge of communication and language as potential strategies for Higher Education Institutions, particularly taking into consideration the actors involved in communication processes and the language used, as well as digital tools For their develpment. The study is descriptive-documentary, using as methodology the analysis of theoretical and empirical documents. The results show that communication is supported by the key administrative units of Higher Education Institutions and is linked to language styles, which is related to technological and digital elements. Likewise, crisis communication in these institutions implies defining and putting into practice, with suitable and correct criteria, a communication strategy in the face of a disadvantageous context for management. It is concluded that, it is emergent to have communicational designs under a crisis context, characterized by being objective, rational, and that can have a mechanism of attention to workers and the organization itself.