ComunicacinparaPrincipiantes

delostextos,RominaSchnaideryMarianoZarowsky
(D
delasilustraciones,KalilLlamazares
delosderechosexclusivospara
elidiomaespaol,EraNacienteSRL .
Directordelaserie:luanCarlosKreimer
Diseo :KalilLlamazares
Para Principiantes
esunacoleccin de libros de
Era NacienteSRL
Fax:(5411)4775-5018
BuenosAires,Argentina
E-mail:kreimer@ciudad. com. a r
www. paraprincipiantes. com
Schnaider,Romina
Comunicacinparaprincipiantes/RominaSchnaideryMariano
Zarowsky. -1ed. -BuenosAires :EraNaciente,2004.
208p . ;20x14cm :(Paraprincipiantes)
ISBN987-555-019-1
1 . Comunicacin . I . Zarowsky,Mariano . II. Ttulo
CDD302. 23
QuedahechoeldepsitoqueprevelaLey11 . 723
Ningunapartedeestelibropuedeserreproducida,
almacenadaotransmitidademaneraalguna
porningnmedio,yaseaelectrnico,qumico
odefotocopia,sinpermisoprevioescritodeleditor
.
Lapresenteedicinsetermindeimprimir
enlostalleresdeLongseller,BuenosAires,
RepblicaArgentina,enjuliode2004.
QUESLACOMUNICACIN?
(OMVNIURSE
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Eshabitualescucharfrasesdeltipo
:"todoescomunicacin","nadadelo
quehacemosestfueradelacomunicacin
. . . "oque"lacomunicacin
esinherentealhombre"
. Sinembargo,estasideasgeneralesnodanuna
,
digaprecisadeculeselcampodeestudiodelacomunicacin .

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ELCAMPODEESTUDIOSDELACOMUNICACIN
Muchostericosreflexionansobrelacomunicacin . Engeneral,las
preocupacionesestncentradasenproblemasmsamplios . Porejem-
plo,elfuncionamientosocial,elpoder,elconocimiento,lapoltica,la
democracia,laeconoma,lastecnologas,lapsiquis . . . Elfenmenode
lacomunicacin,porlotanto,puedeencararsedesdedistintosenfo-
ques
. Desdeya,estosenfoquesdebenremitiraloscontextossociales
enquetienelugarlacomunicacin,yasudesarrollohistrico
.
LACOMUNICACINENACCIN
Estudiarelfenmenocomunicacionalimplicaconsiderarlaformaen
queseestructuran,producenyrecepcionanlosdiferentestiposde
mensajes. Tambinsepuedecentrarenelestudiodelasideasyvalo-
resquecirculanatravsdelosmedios,ylasrelacionesdepoderque
sevehiculizanatravsdeellos .
MIRALA(MARAPARABUSCAR
(OMPLI(IDAD (01V LAAUVIUGA. 51
ELTELEVIDENTESIENTE4UE
LOMIRASALOS0)OS,(REERA TUS
PALABRAS. . .
Tambinpuedeanalizarselasposibilidadesdeproducir,recibirypar-
ticiparenlosmensajes,segnlapertenenciaadeterminadosgrupos,
clasesonacionalidades .
Ademsdelarefle-
xinacerca
delastecnologas,
lacomunicacin
abordaelestudio
yanlisisdelos
accesosyusos
quedanaestas
herramientaslos
distintosactores
ysectoressocia-
les.
1PARA QUUTILIZA INTERNET?
1PARA ENVIAR MAILS, BAJAR
)UEGoS,
BUSCARTRABAJO,
LEER LAS NOTICIAS 0 (HATEAR'
I- QUESLACOMUNICACIN
5
Aunque Aristteles nodefinelacomunicacin,
ensu Retrica, sealaelpropsitodesta :
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gente,alcomunicarse,co-participa,convive
. Laedadmediadota
iondecomunicarelsentidodeactuarencomn
. Lapalabrareli-
tieneunsentidoparecido
:vienedellatn,religare :reunir,aunar,
omunar".
1- QUESLACOMUNICACIN
LARETRICA
:CONMOVERYPERSUADIR
Lareflexinsobrelacomunicacincomofenmenosocialdatade
tiemposremotos
. Lasociedadesimpensablesincomunicaciny,co-
motodaactividadhumana,esunaprcticacomplejayllenadeaspec-
tosfascinantes.
LaintensaactividadpolticaenlaantiguaGreciaobligasistematizar
elprocesodecomunicacin . Elobjetivo
:convenceralauditorio . Ensu
Retrica,
Aristtelesdefineloscomponentesdelacomunicacin:
ORADOR

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ICOMUNICACINPARAPRINCIPIANTES
Laoratoriaeselartedelapersuasinatravsdelapalabrahablada
.
Segnlosgriegos,elpolticonoslodebetenerbuenosargumentos
sinoconmoverasuauditorio.
HISTORIADELTRMINO
Lostrminos"Comunicar"y"Comunicacin"aparecenporprimeravez
enlalenguafrancesaenlasegundamitaddelsigloXIV
. Ensusentido
bsico,suponenunaaccincomunitariadeparticiparencomnopo-
nerenrelacinyremitenalvocablolatino"communicare"
. Enelingls,
provienendelaraz"communis"
.
Esdecir,queelsentidoinicialdeltrmino"Comunicar"aludealaidea
de"participaren".
t
1
TRENES,TELFONOS,PERIDICOS,RADIOYTELEVISIN
SECONVIERTENSU(ESIVAMENTEEN"MEDIOSDE(OM~NIUQN",
ESDECIR,MEDIOSPARAtASARDEAA
B. ESTESENTIDO
DETRANSMISINPREDOMINtORMV(ti0TIEMPO
ENLASTEORASDE(OMVNI(A(IN .
YVESWINKIN
Q
ES(IRTO,SELEDAA
``(0MVNl(ARELSENTIDO
DETRANSMITIR,UNPROCESO
VWlDIRE((IONAL,DIFERENTE
A(OMPARTIRENuNA
A((IN(OMON.
1
0
I
n
RAYMOND WILLIAMS
tensinenlossentidosdeltrminocomunicacinpermitecom-
rlosdiferentesmodelosdecomunicacinquedesdedistintas
finas
intentanexplicarestefenmenoalolargodelsigloXX
.
I - QU ESLA COMUNICACIN
Losgrandescambiosproducidosporeldesarrollodelcapitalismoco-
mercialmodificanelsentido"comunitario"delaexpresin
. Enelsiglo
XV,losobjetosdeusodiarioseconviertenenmercancas,esdecir,en
bienesquesepuedencompraryvender
. Enestecontexto,laideade
"Comunicacin"setrasladaaunobjeto,esdecir,algoquepuedeser
intercambiado.
oj ENVI O ETA
(oMuNl(A(I5N
PARAQU
EEJTEI
ALTANTO
DE
LA) NOVEDADE(
DENVEITFAExPE -
NIaN(MER(+AL'
Eltrmino"Comuni-
cacin"empiezaare-
ferirtambinalmedio ;
esascomosurgen
expresionestalesco-
mo"lneasdecomuni-
cacin"o"sistemas
decomunicacin" .
Latransmisinenestetipodecomunicacinpuedesertantodemer-
cancas,personasoinformacin,atravsdecaminos,canales,vas
frreasotelgrafos
. Poreso,estaideadecomunicacinsuponeuna
transmisinabstracta,fcilmentecuantificableyprevisible
.
Elcapitalismoindustrial,apartir
delsigloXVIIyfundamentalmen-
tedelXVIII,generauncrecimien-
todelasfbricas,laproducciny
elconsumo. Elintercambiocada
vezmayordemercancasrequie-
redesarrollarsistemasycanales
eficacesparasutrfico .
LACOMUNICACINCOMOTRANSMISIN
Eltrmino"comunicar"-originalmenteligadoalaideadecompartir,
participarencomn,oponerenrelacin-seentiendeahoracomo
transmisindeunpuntoaotro
. Estesignificadopredominaapartirdel
sigloXIXconelsurgimientodelaprensayluego,enelsigloXX,con
laanarieinde Ins
medinsdecnmunirerinmasiva
.
NECESITAMOSUNMODELOMATEMTICO
QUEPERMITA(UANTIFI(AKEL(OSTODEUN
MENSAJETELEFNICOYLOGKELAS
(ONDI(IONESNECESARIAStAKASuEFI(A(IA
.
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SI
LOGR(ONSTRUIKUN

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RATNINTELIGENTEQUESALGASLO

1
DEUNLARKINTO,(MO
NOREALIZARLo&VEMEPIDEN!
rde
estarvinculadoalaresolucindeproblemastcnicos,in-
'resdedistintascorrientes-desdelalingsticaestructural
sociologafuncionalista-trasladanelmodelode
Shannon a
ashumanas
. PormuchotiempoesconsideradoELmodelo
unicacin
.
r
I - QU ESLA COMUNICACIN

11
LATEORAMATEMTICADE
LACOMUNICACIN
Coneldesarrollodelosmediosdecomunicacinylastecnologasde
comunicacinmasiva,lapreocupacindelostericossecentraen
darlealacomunicacinunestatutocientficoparaestudiarlacomotal
.
Elcientficoestadounidense C. E. Shannon, juntoa WarrenWeaver,
publican
TheMathematicalTheoryof
Comunication(1948). Eneste
trabajodanaconocerunmodeloparaexplicarcientficamentelaco-
municacin .
EL DESAFO ES EN(ONTKAK
LA MANERA DE (OMUNI(AK
LA MAYOK(ANTIDAD DE
MENSA)ES (014 LA MLNOK
INTEKFEKEN(IA YAL MENOK
(0ST0 POSIBLE.
Ingenieroelectrotcnicoymatemtico,
ClaudeElwood
Shannon
(1916-2001)
esconsideradoelpadredelascomunicacioneselectr-
nicas. MientrastrabajaparalosLaboratorios
Bell, formulaunateora
conocidacomo
LateoramatemticadelaInformacin
.
Lapreocupacinde
Shannon
noestcentradaenlacomunicacinhu-
mana,sinoenlacomunicacinelectrnica
.
UP
SI ES(KIBIMOS
LAqNoES
NE(ESAKIO
ES(KIBIK LA
u, foRovE
NO AGKEGA
INFOKMA(IN.
EL GRADO DE
rkd$ABILIDAD
-. ,
W
7~ DE quE LAo
/

ESTSEGUIDA
u

DE UNA U ES
MXIMO.
Elmodelodecomunicacinde
Shannon eslineal:suponeunorigen,el
poloemisor,quetransmiteunaseal,yunfinalenelpoloreceptor,que
sloladecodifica.
Suesquemaproponelossiguienteselementos
:
FUENTEDE
INFORMACION
EMISOR
FUENTEDE
RUIDO
Lafuentedeinformacinproduceunmensajeounasecuenciade
mensajes
;porejemplo,eslavozdequienemiteunmensaje
.

Elmensaje:
Serefierealapalabramismaolasealutilizada
.
Elcodificadoroemisor
:Aparatoquetransformalainformacinenuna
modulacinfsicasusceptibledesertransmitidaporelcanal
. Porejem-
plo,eltelfonotransformalavozenoscilacioneselctricas
;esdecir,
cumplelafuncindelascuerdasvocalesrespectodelavozhablada)
.

Elcanal:
Eselmediousadoparatransmitirlasealdesdeeltrans-
misoralreceptor (p . e .
elcabledetelfonooelaire)

Eldescodificadororeceptor :
efectageneralmentelaoperacinin-
versaalarealizadaporeltransmisor,descodificandolasealparare-
construirelmensaje .

Eldestino:
lapersonaalaquelellegaelmensaje
.
MENSAJE

SEAL

SEAL
EMITIDA

RECIBIDA
MENSAJE
RECEPTOR

DESTINO
Sobresale,finalmente,
unfenmenoperturbador:
12

ICOMUNICACINPARAPRINCIPIANTES
ELRUIDO
Elruidoeslapresenciaexternayaleatoriadeinterferenciasqueimpi-
delacorrespondenciaperfectaentrelosdospolos
. Amedidaqueau-
mentaelruido,lacomunicacinesmenoseficaz
.
Elconceptodeinformacines,porlotanto,opuestoalconceptoderui-
do
. Lainformacineslacantidadmnimadeunidadesquepermitenal
receptorreconstruirelmensajedemaneracorrecta
.
Cuantomsclaraeslainformacin,menoselementossenecesitan
paracomprenderla,yestmsprotegidadelruido
.
Cuandoseintroduceruidoenelmensaje,stepresentadistorsiones
.
Estosefectosproducenunincrementodelaincertidumbre
.
Lascompaastelefnicasparalasquetrabaja
Shannon buscanla
mximaeficaciaparabajarloscostosdelacomunicacin
. Elruido,por
lotanto,esunaperturbacinintolerable .
1(MO PIENSAS VE SEENVANLOS
TELEGRAMAS?ELFINALDE(ADA
PALABRAESTANPREVISIBLEquE
SELosurKIME.
modelosdecomunicacinbasadosenlasteorasmatemticasde
ormacionignoranalosindividuosreales
. Paraelserhumano,la
nicacines

bi unprocesounvocoydeinfluenciamutua
.
ATEA Su tEKKO!
14

ICOMUNICACINPARAPRINCIPIANTES

A. MINO
MEGRITE!
Laretroaccinpositiva, alimentay acenta el proceso en curso.
Cuandounapersonahablafuerte,laotrasubeeltono,yluegoelpri-
merolohacems,yassucesivamente .
En
cambio,enlaretroaccinnegativaelprocesoencursoseamorti-
*aoseregula
. Enlugardeelevarsuvozporencimadelaquelo
Taagredido,esteseorprefirillevartodoasupuntoinicial
. En
caso,hayunaautorregulacindelproceso
.
LA
ESCUELAINVISIBLE
bs
aos'40y'50,ungrupodeinvestigadoresnorteamericanos,
entesdedistintasdisciplinas(lingstica,antropologa,sociolo-
psiquiatra,matemtica)desarrollanreflexionescontrariasalas
acionesde
Shannon.
estasnuevasposiciones,lacomunicacinesunprocesosocial,
ente,queintegramltipleseindisociableselementos
:lapala-
gesto,lamirada,lammicayelespaciointerindividual
:contex-
ofsico,roles,status
. . .
tasnuevasmiradas,esunerrortrasladaralacomunicacin
tos
modelosdelossistemaselctricos
.
I - QU ESLA COMUNICACIN 15
FEEDBACK
(RETROACCIN)
Norbert Wiener (1894-1964),exprofesorde
Shannon, trabajalano-
cindefeedbacken Cyberneticsor ControlandCommunication in the
Animal andMachine (1948). Esteconcepto-tomadodelaingeniera-,
influyesobrelosestudiosdelasconductashumanasysociales
;atra-
vsdeesteconceptoseaproximanalaideadecomunicacincomo
unproceso,diferencindosedelesquemalinealde
Shannon .
Entrminoscomunicacionales,elfeedbackimplicaaquelloquellegaal
finaldelprocesodecomunicacinyqueprovocaunareaccinenelre-
ceptor
;estareaccininfluyetambinenelpoloemisor
.
Elesquemade Wiener
surgedeunapreocupacinporelfunciona-
mientotcnicodelasmquinas
. Poreso,cuandoselotrasladaala
comunicacinhumana,puedepareceralgoabstracto .
A)ESE roK
DNDE(AMIWA!
MALEDW(ADO! Di(ULPE!
LOSGESTOS1A6LANPOR S SOLOS.
OBSERVACMO MUEVE SUS MANOS
Y ENFATIZA (ON SUMIRADA.
ENOTRAS(ULTURAS,ESTA
SITUACINPODRASER
OFENSIVA. AQU,EN(AM$IO,
SECOMPARTEN(ONVEN(IONES
SOCIALES.
ESDECIR,TODO(OMUNI(A.
TODO,ABSOLUTAMENTE
TODOS AUN'ANDO DOS
PERSONAS ESTN EN
SILENCIO SE(OMUNI(ANT
LADISTANCIAENTREEVOS
TAM6IN. F)ATE(MODEJAN
BANCOSLIBRES ENTRES,
(OMOSITEMIERANEL(ONTA(TO.
EXA(TO, OBSERVA LA
fOSI(IN DE SUS (uERIOS,
SUS GESTOS, ES IMrOSIBLE
NO (OMUNI(AR.
Edwarflan(1911)

GREGDRYMTESON G9or~9~o)
Adiferenciadelosanlisisde
Shannon quehacenhincapienelcon-
tenidodelosmensajes,estenuevoenfoquesepreocupaporintegrar
loscontextosalprocesodecomunicacin .
Porejemplo,laproxmicaseencargadelestudiodelespacioysurela-
cinconlacomunicacin ;lakinsica,delanlisisdelagestualidad .
YOINTERACTO, T INTERACTUAS. . .
ErvingGoffman, socilogodelacorrientedelinteraccionismosimb-
lico,establecelaspremisasparapensarlacomunicacinhumana
comounainteraccin,teniendoencuentadoselementos :lasreglasy
lasestrategiasojuegos .
Lasreglasritualesenmarcanlasinteraccionescomunicativasyson
especficasacadacultura
. Cadasociedadtiene,porejemplo,diferen-
tesreglasdecortesas,debuentratoomodalidadesdesaludo .
wfERO OA' SIMPTI(A E
INTELI6EWTE ES ESTA MAS(OTAII!
Cadaindividuopuedeintentarmanipularlasreglasparabeneficiopropio,
oconstruirunpapeldesmismoquelepermitaimponerunamejorima-
gen
. Cadaunoponeenescenaunaimagendes,construyeunpapel.
I - QU ESLA COMUNICACIN

17
18
ADEMSDELASPALARAS
ELCDIGOAPELAAUN
EY, MEN!!

USOPARTICULARDEI
/s

(UERPOYLA
(ESTUALIDAD,
DETERMINADAS
VESTIMENTAS. . .
i QUEONDAS!!
Desdeestaperspectiva,ningnelementodelprocesocomunicativo
puedeseraisladodelosdems(comoshace
Shannon ensu
modelo),porquecadaunotienevalorenelconjunto
. Adiferenciadel
modelolineal-dondecomunicarestransmitirydescifrarunainforma-
cindesdeundeterminadocdigo-,enestemodelocomunicares
construirunsentidoenlainteraccin
.
Elprocesodelacomunicacindesdelaperspectivainteraccionista
apelaaloquesedenominaetnometodologa
. Atravsdeestemtodo
empricoelinvestigadorobservaeintentareconstruirloselementos
principalesdelainteraccin
.
ICOMUNICACINPARAPRINCIPIANTES
Lasreglassocialessonunaespeciedetelndefondosobreelque
actan,demaneraconvencionalocreativa,losagentessociales
. El
interaccionismodeGoffmantienemucharelacinconlacomunicacin
.
Acasopuedepensarselacomunicacinhumanasintenerencuenta
lasreglas?
LosaportesdelosmiembrosdelallamadaescueladePalo
Alto(tambinconocidocomo"colegioinvisible"
porque
susmiembrosnopertenecanformalmentealamismainsti-
tucin),ydela
sociologainteraccionista,
brindaninstru-
mentosparapensarlacomunicacincomo
interaccin,
msquecomounprocesosimpleolineal
.
ELTELEGRAFOYLAORQUESTA
Elinvestigador YvesWinkin
utilizadosmetforasparacontraponerlos
modelosde Shannon
ylaescueladePaloAlto .
ENELMODELODE ShANNON,
LA (OMVNI(A(INFUNCIONA ( OMOVA?
TEL MFO. HAY UN (D160 MNIMO,
(ON ElQuESETRANSMITEUNA
INFORMACIN. LOIMPORTANTE AQu
ESLARAPIDEZYLAEFI(A(IA
(ON VE SETRANSMITE.
EN(AMBIO,PARAPALOALTO,LA
(OMUNI(A(INFUNCIONA(OPIOUNA
GRANORQUESTA
. HAYMU(NOS
ELEMENTOSOVEINTERVIENENALA
VEZ,TODOS(OMUNI(ANYNIN6uNO
TIENEUNSENTIDOPRIVILEGIADO
0AISLADODELOTRO
YVESWINKIN
Sin
embargo,elestudiodelaspequeasinteraccionesylascomple-
lkkdesdelacomunicacincotidianadelmodeloorquestalolvidato-
loqueestmsalldeestosfenmenos
. Porejemplo,notiene
cuentalasgrandesestructurassociales,comolapertenenciaa
ogruposdeterminados,lasrelacionesdepoderolainfluencia
mediosmasivosdecomunicacin
. Esdecir,enlacomunica-
tervienenmuchoselementosquepuedenestarausentesenla
inconcreta .
I - QU ESLA COMUNICACIN

19
COMUNICACIN,MEDIOS
YSOCIEDAD
LacomunicacinenelsigloXXestindiscutiblementevinculadaalos
grandesmediosmasivos
. Desdesunacimiento,lainfluenciayelpoder
delosmedioscrecidetalmaneraqueesimposiblepensarlosproce-
soscomunicativos,culturalesypolticos,fueradeestefenmeno
.
Losmediosmasivostienenpoderparaorientaroprovocarcon-
ductasoimponermodas?0,porelcontrario,expresandeseos,
fantasasointeresesyaexistentesenelpblico?
Laaparicindelosmediosdecomunicacincambilapercepcindel
mundo
. Alasmodificacionesenlasconductasindividualessesuman
lasmanerasdeconcebirydeproducirelarteolasformasdepracticar
lapoltica(yporende,lasrelacionesdepoderentrelosgrupos)
. La
mayoradelosgrandestemasquehacenalavidadelassociedades
contemporneasestnrelacionadosconlacomunicacindemasas
.
Unodelosaspectoscentralesdelosestudiosencomunicacin
consisteenindagarlasrelacionesentrelasociedadylos
mediosmasivosdecomunicacin
.
201 COMUNICACINPARAPRINCIPIANTES
LACULTURADEMASAS
Lastransformacionessociales,polticas,econmicaseideolgicas
queseverificanapartirdelarevolucinindustrial-yqueseintensifi-
candemaneraconsiderableenEuropayEstadosUnidos,apartirde
lasegundamitaddelsigloXIX-,danlugaraloqueseconocecomola
sociedaddemasas .
UNASO Y VUELTA ALOSN60(105.
Lasociedaddemasassecaracterizapor :
Laexpansindelsistemacapitalistaindustrial .
Ladivisinyespecializacindeltrabajo
:mayordemanda
detrabajadoresydecalificacinlaboral .
Lapaulatinaextensindelaalfabetizacinycreacinde
sistemaseducativosmodernos .
Lacomplejidaddelasestructurassociales .
,Laintegracinydesarrollodelosmercadosylasciudades .
a El
crecimientosostenidodelapoblacin .

El
afianzamientodelordensocialqueencuentrasufundamentacin
enlascreenciassecularizadas(elindividuo,lajusticiasocial,
el
trabajoreglamentadoolaigualdad).
Lasinnovacionestecnolgicaspermanentes
.
II - COMUNICACIN,MEDIOSYSOCIEDAD 1

21
22
-CLPRE
f I DENTE
o QuE LA `(iUERRA
FURoPEi S
1WADIEtuEDEI(UALAK
A
MAIJ
LWL
D
1
ETRj
(H
!
h
he
90
ti
Lasgrandestransformacioneseconmicascreancondicionesparael
accesoprogresivodevastossectoresdelapoblacinalosderechos
civilesypolticos(comoelderechoalvotoyalaeducacin) . Elabara-
tamientodeloscostosdeproduccinylaalfabetizacinfavorecenla
distribucinmasivadebienesculturalesyunpblicovidodeconsu-
mir. AfinalesdesigloXIX,crecenexponencialmentelacirculacinde
peridicos,lasedicionespopularesdelibrosylasnovelasporentrega
enlaprensamasiva. Nacenas,lasociedadylaculturademasas .
Enesteproceso,yaentradoelsigloXXlacomunicacindemasasse
potenciaconlaaparicindenuevosaparatostcnicos(especialmente
laradioyelcine).
Aprincipiosdeladcadadel'20la
radioyelcineseintegranalavida
delagentecomn .
Estasgrandestransformacionesllevantempranamentealareflexin
sobrela"culturademasas"
. Lapopularizacindelosmediosdecomu-
nicacinmasiva,sobretodoapartirdelaaparicindelaradio,ampla
ladifusinyelconsumodeproductosculturales(msica,informacin,
ficcin,etc
. ),antesrestringidosaunaelite
. Estoscambiosnopasan
inadvertidos,generanadhesinoespanto
. . .
"/RIME
. . .
formas
yloscontenidosdelartesemodificanjuntoaloshbitosde
sumoylasformasdepercepci
n .
APOCALPTICOSEINTEGRADOSFRENTE
ALACULTURAMASIVA
II -
COMUNICACIN,MEDIOSYSOCIEDAD
125
I
Elsemilogoitaliano
UmbertoEco sostiene
que,entrelosestudioso ;
delaculturademasas,
puedendistinguirsedos
grandescorrientes .
26
ICOMUNICACINPARAPRINCIPIANTES
DETODOSM0DOS. . . ENLASOCIEDADMODERNAESNECESARIO
(OMUNI(MRMENSAJESAUNAGRAN(ANTIDADDEPERSONAS.
;HAY
QUEADECUARELMENSA)EPARA&UETODOELMUNDO
PARTICIPEENIGUALES(0NDI(IONESI. . .
II -
COMUNICACIN,
MEDIOSYSOCIEDAD
127
28 IC OM+uNICAuaN PARAPRINCIPIANTES
Apocalpticos :
Consuactituddesconfiadayconservadora,rechazan
cualquiermodificacindeloexistenteydirigensusataquesalacultura
demasas
. ParaEco,estaposturaalimentalanostalgiaporunmodelo
culturalbasadoexclusivamenteenlaculturaescritayquetomacomo
referenciaalasartessuperiorescomopatrndecultura . Esdecir,un
modeloyasuperadosegnelsemilogoitaliano .
Integrados: stos,segnEco,carecendeunavisincrtica:nose
preguntanporlosinteresespolticosyeconmicosquesostienenlas
manifestacionesdelaculturamasiva . Tampocoindagansobrequin
generalosproductosculturalesyconquconsecuencias .
notienesentidoa
orarunmodll
Por elloeo
cutural
superadopara
proponeestudiarlacult

d
uraemasassinvaloraciones liprejuicios
. Sedebeconocersufuncionamientoyluego,intentar
! aquello
queseconsiderenegativo
.
tosapocalpticoseintegrados
sepuedenaplicar,ms
culturademasas,aotroscampos
;
porejemplo,lasdife
Cionesfrenteafenenosnovd
alogasinformticas'eososcomoeldesarrollo
.
II "
COMUNICACIN,MEDIOSYSOCIEDAD
129
14
19,lapublicidadseconvierteenunfactoreconmicofun
,
-
Produccindebienesengranescalareducelosprecios
Mlimientodelademandaalargoplazoobligaagenerar
#e
identificacinatravsdelapublicidad
.
II'COMUNICACIN,MEDIOSYSOCIEDAD
1
31
LAINVESTIGACINFUNCIONALISTA
LainyeccininnovadoradelaPrimeraGuerrainiciaenEstadosUnidos
unsostenidoprocesodeindustrializacinqueincluyealosmediostc-
nicosdecomunicacin
. Estasinnovacionestecnolgicasproducensig-
nificativoscambiosculturalesquesonreflejadosporlasociologafun-
cionalista*quetienesuapogeoenelperododeentreguerras
. *
30 I COMUNICACINPARAPRINCIPIANTES
(IiAR-ES. . . (tIAUS. . .
TON. . . TON. . .

-
Enladcadadel'20serealizanlasprimerastransmisiones
1
lmbricas,tantodesonidocomodevisin
. Lapopularizacinde
radiocreaunmercadodeconsumidoresvidoyexpectante
. P
esteao,enEstadosUnidosfuncionan606estacionesdera
comerciales .
*Elfuncionalismoestudialaformaconquedeterminadosfenmenossocialesa
funcionamiento,laadaptacinolaadecuacinnormaldeunsistemasocialdado
.
UNCAMBIODEMENTALIDAD
LaGranDepresineconmicadelosaos30,obligaalpresidentede
losEstadosUnidos,
Franklin D . Roosevelt (1882-1945)aimpulsar
unareactivacindesupolticaeconmicaysocial . Su NewDeal
(Nuevotratooreparto),basadoenlasideaseconmicasde
John May-
nard Keynes (1883. 1946)proponeelplenoempleoyelaumentodel
poderadquisitivoparagenerarconsumointerno .
Estastransformacionesenlapolticaylaeconomaobliganainstru-
mentarestrategiascomunicativasoriginalesparaunasociedadenla
quelaopininpblicapasaatenerunpapelprotagnico .
Lostericosdelacomunicacin,influidosporelfuncionalismo,supo-
nenqueunaadecuadaaccincomunicativa,unaestrategiapublicita-
riaounacampaaelectoral,puedengenerar,enelcortoplazo,modi-
ficacionesenlasconductasdelosciudadanos
. Tantosealaeleccin
deunproductoolaadhesinaunapolticagubernamental .
MASSCOMMUNICATIONRESEARCH
Enesosaos,lacorrientefuncionalistaaplicadaalacomunicacinde
masas,conocidacomo MassCommunicationResearch,
reneaun
grupodeinvestigadoresconelpropsitodeconocerlainfluenciade
losmediosdecomunicacinsobrelosindividuosylasociedad
.
C
La
MassCommunicationResearch estudialacomunicacindemasas
conlosmtodosdelascienciasexperimentalesqueimpregnanpor
aquelentoncesalasociologanorteamericana
. Estacorrienteasimila
elfuncionamientosocialaldelosorganismosvivos
:lasociedad,
afirma,esunorganismocompuestoporpartesindependientesquese
influyenmutuamenteparamantenerelequilibrioybuscarlaarmona
encasodedesequilibrios . Deestacorrientesurgenexpresionescomo
elcuerposocial"ola"clulabsicadelasociedad"enunaindudable
apelacinorganicista .
II - COMUNICACIN,MEDIOSYSOCIEDAD

33

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