<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1688-8626</journal-id>
<journal-title><![CDATA[Inmediaciones de la Comunicación]]></journal-title>
<abbrev-journal-title><![CDATA[Inmediac. Comun]]></abbrev-journal-title>
<issn>1688-8626</issn>
<publisher>
<publisher-name><![CDATA[Universidad ORT Uruguay]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1688-86262020000100115</article-id>
<article-id pub-id-type="doi">10.18861/ic.2020.15.2.3021</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Las problemáticas comunicacionales de los emprendimientos dinámicos de base tecnológica]]></article-title>
<article-title xml:lang="en"><![CDATA[The communicational problems of dynamic technology-based ventures]]></article-title>
<article-title xml:lang="pt"><![CDATA[Os problemas de comunicação dos empreendimentos dinâmicos de base tecnológica]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mizraji Berta]]></surname>
<given-names><![CDATA[María José]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad ORT Uruguay  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Uruguay</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2020</year>
</pub-date>
<volume>15</volume>
<numero>2</numero>
<fpage>115</fpage>
<lpage>138</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.edu.uy/scielo.php?script=sci_arttext&amp;pid=S1688-86262020000100115&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.edu.uy/scielo.php?script=sci_abstract&amp;pid=S1688-86262020000100115&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.edu.uy/scielo.php?script=sci_pdf&amp;pid=S1688-86262020000100115&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN: El artículo parte de entender que la llamada sociedad del conocimiento se caracteriza por el desarrollo de una serie de cambios globales que ponen al saber como centro neurálgico y estratégico. Esta nueva era, en cuyo marco los emprendimientos exitosos se definen por el crecimiento acelerado que prometen (software factories y emprendimientos dinámicos de base tecnológica y social), pone a prueba al Comunicador y lo enfrenta al desafío de reevaluar y jerarquizar su profesión. A partir de una investigación sobre la temática, que puso énfasis en la realidad uruguaya, se identificaron aristas fundamentales para los comunicadores: liderar un área de Comunicación en una empresa de base tecnológica implica asumir el reto de desarrollar ambientes donde los trabajadores del conocimiento puedan explotar su potencial y cultivar su inteligencia emocional en un encuadre de buenas prácticas comunicacionales. Asimismo, obliga al profesional de la Comunicación a plantear nuevas formas de desarrollar la auditoría comunicativa -incorporando al tiempo como unidad de valor significativo- y a planificar acciones de Comunicación -incorporando las metodologías ágiles al universo conversacional-. El artículo se detiene en estos aspectos teniendo en cuenta que el conocimiento acumulado ubica al Comunicador en un rol activo fundamental dentro de este tipo de organizaciones.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT: 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 &#8220;knowledge workers&#8221; 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.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO: O artigo parte do entendimento de que a sociedade do conhecimento se caracteriza por se desenvolver no âmbito de uma série de mudanças globais que colocam o sabercomo centro neurálgico. Esta nova era, em que os empreendimentos de sucesso são definidos pelo crescimento acelerado que prometem (software factories e empreendimentos dinâmicos de base tecnológica e social), testa o Comunicador e traz o desafio de reavaliar e hierarquizar sua profissão. A parir de uma pesquisa sobre o assunto, cuja ênfase foi focada na situação no Uruguai, foram identificadas linhas chave para que os comunicadores: liderar uma área de Comunicação em uma empresa tecnológica requer assumir o desafio de desenvolver ambientes onde &#8220;os trabalhadores do conhecimento&#8221; possam explorar seu potencial e cultivar sua inteligência emocional por meio de boas práticas de comunicação. Além disso, obriga o profissional da comunicação quebrar esquemas e propor novas formas de desenvolver a vistoria comunicativa -incorporando o tempo como unidade de valor significativo- e de planejar ações de Comunicação -incorporando metodologias ágeis para o universo conversacional. O artigo dá conta desses aspectos levando em consideração que o conhecimento acumulado coloca o Comunicador em um papel ativo fundamental dentro desse tipo de organizações.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[sociedad del conocimiento]]></kwd>
<kwd lng="es"><![CDATA[emprendimientos dinámicos]]></kwd>
<kwd lng="es"><![CDATA[inteligencia emocional]]></kwd>
<kwd lng="es"><![CDATA[cultura corporativa]]></kwd>
<kwd lng="es"><![CDATA[Palo Alto]]></kwd>
<kwd lng="en"><![CDATA[knowledge society]]></kwd>
<kwd lng="en"><![CDATA[dynamic ventures]]></kwd>
<kwd lng="en"><![CDATA[emotional intelligence]]></kwd>
<kwd lng="en"><![CDATA[organizational culture]]></kwd>
<kwd lng="en"><![CDATA[Palo Alto]]></kwd>
<kwd lng="pt"><![CDATA[do conhecimento]]></kwd>
<kwd lng="pt"><![CDATA[empreendimentos dinâmicos]]></kwd>
<kwd lng="pt"><![CDATA[inteligência emocional]]></kwd>
<kwd lng="pt"><![CDATA[cultura corporativa]]></kwd>
<kwd lng="pt"><![CDATA[Palo Alto]]></kwd>
</kwd-group>
</article-meta>
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