Resumen

MIZRAJI BERTA, María José. The communicational problems of dynamic technology-based ventures. Inmediac. Comun [online]. 2020, vol.15, n.2, pp.115-138.  Epub 01-Dic-2020. ISSN 1510-5091.  https://doi.org/10.18861/ic.2020.15.2.3021.

The article starts from the understanding that the so-called knowledge society is characterized by the development of a series of global changes that put knowledge as a strategic and neuralgic center. This new era, in which successful ventures are defined by the accelerated growth they promise (software factories and dynamic technology social-based ventures), puts the Communicator to the test and confronts him with the challenge of categorizing and raise de level of his profession. From a research on the subject, focused on the Uruguayan reality, key aspects were identified for communicators: leading a Communication area in a technology-based company implies the challenge of developing environments where “knowledge workers” can exploit their potential and cultivate their emotional intelligence through good communication practices. Moreover, it forces the communication professional to break schemes and propose new ways of developing the communicative audit -integrating time as a component of substantial value- and planning Communication actions -incorporating agile and flexible methods to the conversational universe. The article accounts for these aspects taking into account that the accumulated knowledge places the Communicator in a fundamental active role within this type of organization.

Palabras clave : knowledge society; dynamic ventures; emotional intelligence; organizational culture; Palo Alto.

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