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B4MVYAAAAAvBgrAAAAAF6MFQAAAAAvxgoAAACAF2MFAAAAwIuxAgAAAODFWAEAAADwYqwAAAAAeDFWAAAAALwYKwAAAABejBUAAAAAL8YKAAAAgBdjBQAAAMCLsQIAAADgxVgBAAAA8GKsAAAAAHgxVgAAAAC8GCsAAAAAXowVAAAAAC/GCgAAAIAXYwUAAADAi7ECAAAA4MVYAQAAAPBirAAAAAB4MVYAAAAAvBgrAAAAAF6MFQAAAAAvxgoAAACAF2MFAAAAwIuxAgAAAODFWAEAAADwYqwAAAAAeDFWAAAAALwYKwAAAABejBUAAAAAL8YKAAAAgBdjBQAAAMCLsQIAAADgxVgBAAAA8GKsAAAAAHgxVgAAAAC8GCsAAAAAXowVAAAAAC/GCgAAAIAXYwUAAADAi7ECAAAA4MVYAQAAAPBirAAAAAB4MVYAAAAAvBgrAAAAAF6MFQAAAAAvxgoAAACAF2MFAAAAwIuxAgAAAODFWAEAAADwYqwAAAAAeDFWAAAAALwYKwAAAABejBUAAAAAL8YKAAAAgBdjBQAAAMCLsQIAAADgxVgBAAAA8GKsAAAAAHgxVgAAAAC8GCsAAAAAXowVAAAAAC/GCgAAAIAXYwUAAADAi7ECAAAA4MVYAQAAAPBirAAAAAB4MVYAAAAAvBgrAAAAAF6MFQAAAAAvxgoAAACAF2MFAAAAwIuxAgAAAODFWAEAAADwYqwAAAAAeDFWAAAAALwYKwAAAABejBUAAAAAL8YKAAAAgBdjBQAAAMCLsQIAAADgxVgBAAAA8GKsAAAAAHgxVgAAAAC8GCsAAAAAXowVAAAAAC/GCgAAAIAXYwUAAADAi7ECAAAA4MVYAQAAAPBirAAAAAB4MVYAAAAAvBgrAAAAAF6MFQAAAAAvxgoAAACAF2MFAAAAwIuxAgAAAODFWAEAAADwYqwAAAAAeDFWAAAAALwYKwAAAABejBUAAAAAL8YKAAAAgBdjBQAAAMCLsQIAAADgxVgBAAAA8GKsAAAAAHgxVgAAAAC8GCsAAAAAXowVAAAAAC/GCgAAAIAXYwUAAADAi7ECAAAA4MVYAQAAAPBirAAAAAB4MVYAAAAAvBgrAAAAAF6MFVB799cb1X3ncfycGePxTIJNbIRhU+NIEBANCC42Cc0muQjbXG4v94H0UexTyap71Y3UVKlUlihw0fSCFDWUlMUsikzBGpNgY2Dm7MWk1DL+Ozb4w/B6SZHiyZmxz/ccROat3/wMAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsihUAAAAAWRQrAAAAALIoVgAAAABkUawAAAAAyKJYAQAAAJBFsQIAAAAgi2IFAAAAQBbFCgAAAIAsQ0YAAAAAz0Kn0ynLslar7eALVlX15Muqqrrd7rP4yVf9sYeGNm4IVVWVZenSs32KFQAAAOy8drt9b36+KIqlpaW5ubneg3fu3NnSiywuLi5PVGnq9Xqj0ej9++jo6MGDB6empkaaTVef7SuTb30AAAB4sfzu889/+OGHpaWll3YCjUbjtddem56ePjw97X6gb4oVAAAA7Jj//OQTQ+hptVqnTp3SreiPndcBAACAnbewsHDp0qX//vWvZ27cKIrCihm2RLECAAAAnpVet/rsN79ZevDANNg8xQoAAAB4tubn5z/99NPZ2VmjYJMUKwAAAOCZ63Q653//+z99/bVRsBmKFQAAAPCcXLlyRbRiMxQrAAAA4PkRrdgMxQoAAAB4rkQrNqRYAQAAAM/blStX2u12t9s1ClalWAEAAAC74IsLF2q1WlVVRsHTFCsAAABgFywsLPzl6tWyLI2CpylWAAAAwO64fPlyURSWWfG0ISMAAACAF0ir1drO0/fv37/8y/Hx8Uaj8eTL0bGxffv2bfKl2u32327fnpubu3PnzsLCQh8/TKfT+dPXX7/+k59s/pvyklCsAAAAIFe9Xt+3b9/k5OTevXsPHDgw0mw+i+/S6XSqqhoa2lolGBsdfVKa2u32V3/4w927d7f6rW/dujV58KALzQqKFQAAACQqy/Jff/7zJ0mo0+nU6/Vnuf3yCwAADIRJREFU9L36e+Wy9o+9hkZHRz86d252dvZ/zp/f0qf85ufn/cZAnmYfKwAAAEg0NTW1/LNyzy5X7YharVYUxeTk5AcffrjVzdQfPXrkcrPyjjICAAAASFOv1989e/ZF3JK8j2jV6XRccVZQrAAAACDOqVOniqLY6mKlEJOTk++8846LyHYoVgAAAJCl1Wq9eezYC30Kh6enD9pPnW1QrAAAACBLb4HVC63b7b799tsuJX1TrAAAACBIq9U6PD39op9FrVYbaTbDd4sn+hYyAgAAAMgxAAusnnj11VddUPqjWAEAAECKRqMxAAusnhgbG3NN6Y9iBQAAACmOHDliCFAoVgAAABCiXq+/dfJkVVVGAYoVAAAARDh+/HhRFGVZGgUoVgAAALD7yrIcvAVWhw4dcmXpj2IFAAAAu29qaqoYrAVWnU7HZaVvihUAAADssrIsT58+PWALrGo+3sg2DBkBAAAA7K6pqamRZnPATqqs1Q4cOODi0h9rrAAAAGA3DeQCq57By3A8N9ZYAQAAwG46ceKEsgMrWGMFAAAAu6Zerw/erwhccYKuMn1QrAAAAGDHNBqNLR1/6tSpYrB+ReA2BwI9ihUAAADsmC0tKWq1Wm8eOzbAC6ygb4oVAAAA7I6BX2AFfVOsAAAAYBe0Wq3D09PmAKtSrAAAAGAX9BZYAatSrAAAAOB5s8AK1qdYAQAAwI7Zs2fPZg574403zArWoVgBAADAjhkbG9vwmHq9/tbJk35FIKxDsQIAAIDn6vjx44VfEQjrUqwAAADg+SnL8siRIxZYwfqGjAAAAACem6mpqZFm0xxgfdZYAQAAwHMyMTHx7tmzFljBhhQrAAAAeB4mJiY+Oneuqio7WMGGFCsAAADYMePj46s+LlfBlihWAAAAsGMajcbTD8pVsFWKFQAAAOyMbrf79INjY2NyFWyVYgUAAACrWFpa2vCYFXuor1WsiqKQq2BLhowAAAAAnnbt2rUfvv9+nQOGh4dP/PSnIyMj67/Ow4cPDRO2SrECAACAVfzw/fczMzPrH3P9+vWPzp0bHR2t1db8DNPs7OyDxcXhRmOdY4AV/GkBAACAPnU6nb/dvr1+iqqq6vz58/fu3SvW+Ngg8DTFCgAAAPo3Nze34THz8/O//eyz333+ea9brbBiMyyg8KlAAAAA2I779+9v8si7d+/+9rPPiqIoy7LZbBZFsX///uHh4RMnTow0myYJyylWAAAA0L/FxcWtPqWqqoWFhaIoevtkXbt2bWJi4q2TJycnJwdvPs1ms3eysCU+FQgAAAC77O7du1e/+WYgT+2VV15xfemDYgUAAAC7b9UtruClpVgBAADA7vPROVhOsQIAAIAIMzdudLvdATupQ4cOubL0QbECAACACN99912tNlDv0zudjstKfxQrAAAAiDA/Pz9gZ1QrS5eVPm8eIwAAAIAEg7f5elmrjY6NubL0QbECAACACFVVzc7ODtJWVoO3LRfPjWIFAAAAKe7Nzw/SVla1Wu36X//qstLPzWMEAAAAEGJubm7AzujmzZsuK30YMgIAAAAI8fDhw4E5l6qqlh48WFpaclnpgzVWAAAA0L9ekamqqvflgQMHJiYm+n61Qdp8vSxLC6zom2IFAAAA/et0OpcuXizLsiiKoaGh4Ubjo3Pnfv7xx9vpVgNDsaJvihUAAABsy8zMzOzs7I9vs2u1oihGR0efdKtWq1Wv1zd8kXq93mq1/vnttwdmLO12++7du24P+mMfKwAAAFjtDfPQFt4yX7p48d9+8YuqqnqLrZZ3q+WHtdvte/Pzq77C4enpgRldbw5fXLjgLqL/P4BGAAAAAE8baTY3f/DS0tKlixffPXt2+YO9brXcvn379u7dW5bl0//pSe160fVO5I9ffbWwsOAuom+KFQAAAKxifHy8LMsnW6pvaGZm5s6dO6dOnVp/tdRanxAcgFzVa1VLDx6cP39+fo2lZLBJihUAAACsYqTRGB8f39JOTAsLC5cuXbp8+fKG3Wog3b59++o338zOzm4+88FaFCsAAABYxSuvvnr06NE+9g5/CbvVzI0bly9f7vtjgJvZmZ6XTSl8AgAAwFr+61e/6nQ6fT+90WgMfI7pdDpLS0vbeYX3P/jg0KFDbjaWs8YKAAAA1vT666/PzMz0/fRtppyXwcTExJ49e8yBFWpGAAAAAKuqqur06dOD8Sv8Mk1MTHx07tzY2JhRsIJiBQAAAKsry3Kk2ZyamjKKZ6GXq6qqssaKpylWAAAAsKbeMqtGo2EUO2tsbKyXqyxhY1WKFQAAAKypt8zq448/Fq12UKPR+PDDD7vdrlzFWhQrAAAA2EAvWrVaLaPYvrIs3z17dqTZrNVECda+T6qqMgUAAABYX7fbrdVqf/zqq2+//dZb6e04c+bMm8eOmQPrU6wAAABgU3qbLrXb7S8uXFhYWDCQrarX6//y/vuTk5O2r2JDihUAAABsgcVW/ZmYmHjvvfdGmk2jYDMUKwAAANiaJ4utvvnzn2/dutXpdMxkHY1G48yZM4enpy2tYvMUKwAAAOhHb7FVURR/uXr15s2bc3Nz3mKvUK/Xjx8//tbJk0bBVilWAAAA0L/l64ZmZ2f/9/r1O3fuLC4uvsxvt8uyHB8fP3r06OHp6RUjgs3eRYoVAAAA7Ignq6562u32vfn5paWlubm53iP3799fXFx8csBghK1Go1Gv1/fv3z88PDwxMXHgwAGbVbF9ihUAAAA8E1VVdbvder2+yeMfP34c8pMv35mr2+0Wy9JBWauVZVmWZa1WK8tyxdmtaHbQN8UKAAAAgCzCJwAAAABZFCsAAAAAsihWAAAAAGRRrAAAAADIolgBAAAAkEWxAgAAACCLYgUAAABAFsUKAAAAgCyKFQAAAABZFCsAAAAAsihWAAAAAGRRrAAAAADIolgBAAAAkEWxAgAAACCLYgUAAABAFsUKAAAAgCyKFQAAAABZFCsAAAAAsihWAAAAAGRRrAAAAADIolgBAAAAkEWxAgAAACCLYg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Volumen 1, Número 2, julio - diciembre 2024, pp. 137-155
Comunicación universitaria en la ecología mediática...
elementos –simbólicos– que componen un sistema social son afectados y
transformados. Esto es lo que Postman entiende por “cambio ecológico”
(ecological change). Se arma que la ecología de los medios considera
cambios culturales desde un orden sistémico y complejo (Arribas e Islas,
2016). Internet y los medios digitales, en lo general, son factor de impor-
tantes cambios entre nativos y migrantes digitales, creando con ello un
complejo efecto ecológico; por tanto, el actor usuario de éstos pasa a ser
un consumidor y creador selectivo y activo frente a la noción de receptor
pasivo y sometido a la inuencia de los mensajes (Jensen y Rosengren,
1997; Levy y Windahl, 1985). Este nuevo actor social es entendido como
“prosumidor”, noción de origen inglés que articula las palabras producer
y consumer (Benassini, 2014) y que reere a que el receptor, la audiencia,
o el consumidor asume, simultáneamente, el rol de productor-creador-con-
sumidor de contenido en tanto que disfruta el consumo, elige sus contenidos
y crea los propios, estimulado por la creatividad y la autonomía que le
demanda el ambiente y por lo que desea expresar en estas plataformas,
fuera del tiempo y espacio tradicionales.
La comunicación universitaria y los nuevos medios
Las instituciones educativas como la universidad son parte de este escenario
de transformaciones, no sólo por su condición de institución educativa y su
poder de mediación sociocultural, sino también porque establecen comple-
jas tramas de interacción con un sinnúmero de personas que ya son parte de
la nueva ecología mediática global. Como instituciones de orden público,
éstas comprenden, per se, formas de comunicación con diferentes tipos de
públicos (directivos, académicos, estudiantes y egresados); y buscan dar a
conocer sus valores, objetivos, representaciones y modos de operación a
través de sus políticas institucionales. La comunicación institucional busca
ser dinámica, pero no siempre se logra; también le importa la percepción
que tengan actores externos, porque de ello depende su trascendencia
institucional. Una buena política de comunicación debe contemplar la
estructuración de una coordinación especializada y competente para integrar
toda la comunicación que proyecta la institución (Becerra, 2011). La univer-
sidad, como entidad educativa, tiene la tarea fundamental de impulsar una
cultura de comunicación institucional efectiva como actividad articuladora
de todos sus procesos para cumplir con su n como sistema. Partiendo de
esta premisa, se considera que toda acción de la institución universitaria
implica complejas tramas de relación que, a su vez, producen y reproducen
innitas interacciones sociales en donde se hibridan, funden y traslapan
vidas privadas, ocios, negocios, lo público y lo privado, lo colectivo y lo
personal. La realidad que enfrenta toda universidad hoy en día es que en su
141