Keywords
planeación de la comunicación
gestión
comunicación
modernidad
posmodernidad
How to Cite
Abstract
Este artículo reflexiona sobre los retos planteados por el debate modernidad/posmodernidad a la planificación de la comunicación. La autora propone salir de la dicotomía entre control y dispersión, al subrayar la noción de zonas de tensión, y se detiene alrededor de los siguientes conceptos: instrumentalidad, poder y lo relacionado con planificación; además, plantea propuestas para dar soluciones concretas a los dilemas expuestos.This journal is registered under a Creative Commons Attribution 4.0 International Public License. Thus, this work may be reproduced, distributed, and publicly shared in digital format, as long as the names of the authors and Pontificia Universidad Javeriana are acknowledged. Others are allowed to quote, adapt, transform, auto-archive, republish, and create based on this material, for any purpose (even commercial ones), provided the authorship is duly acknowledged, a link to the original work is provided, and it is specified if changes have been made. Pontificia Universidad Javeriana does not hold the rights of published works and the authors are solely responsible for the contents of their works; they keep the moral, intellectual, privacy, and publicity rights.
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