El habitante de la frontera: rasgos y rol del estratega de comunicación en las organizaciones

Abstract

The convenience of the Communications Strategist’s as the leader of the institution in the management of the most powerful tool which we human beings possess, language, is defended in this brief essay. This vision gives complexity to his work and distances it from linear or cause – effect approaches which still underlie many marketing and current communications actions. This rejection of classic cause and logic as a structural principle of the communicative role simultaneously assumes the cultural, paradoxical, discontinuous, contradictory and polysemous, as the natural environment for action. An environment of which can be metaphorically stated is more like a border than a territory in these times. From there the choice of the title “The Border Inhabitant” to approach the role and features of the Communications Strategist.