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AGRADECIMIENTOS A mi familia que acompao este proceso de conocimiento Carolina
Meja lopera Te agradezco infinitamente mi Dios porque da a da Me permites sentir tu
presencia en las cosas hermosas que me regalas y en los seres maravillosos que me acompaan:
Mi profesin y mi hija Mara Andrea Gracias Mam y Pap por su entrega y sacrificio, por
estar siempre ah Para m A Claudia Elena, por tu amor y apoyo incondicional John Mario
Rodrguez M

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A partir de un ejercicio de investigacin documental se plantea como principal inters, indagar

sobre las estrategias y enfoques de comunicacin existentes e implementadas en disciplinas
como la Administracin y la Gerencia Social que permitan pensar en propuestas de intervencin
hacia el fortalecimiento de las organizaciones.
La organizacin es definida desde el mbito pblico, privado y comunitario como un
sistema complejo de redes que se relacionan diariamente y que necesitan estar constantemente
comunicadas de una manera clara, veraz, eficiente y eficaz, es un escenario de convivencia
permanente que requiere de la mejor y mas clara comunicacin que pueda darse entre dos o ms
individuos, una comunicacin donde se considere a cada persona como un mundo particular y
exclusivo, con caractersticas especiales que hacen de cada uno de ellos, una pieza importante en
el engranaje de cualquier grupo social definido.
Paralelo al desarrollo de las organizaciones se han definido tendencias, enfoques y formas
de administrar, en este sentido la Administracin y la Gerencia Social son consideradas dos
disciplinas que orientan el proceso al interior de las organizaciones con formas particulares de
actuacin y de generacin de diversos niveles de relacionamiento entre los sujetos que participan
de ellas.
La Administracin desde la teora clsica, de sistemas, de contingencia, humanista entre
otras, a revaluado su visin de la comunicacin al interior de las organizaciones, dando lugar a
visiones estratgicas que permiten interrelacionar aspectos como la planeacin, la elaboracin de
proyectos, principios, participacin, inclusin, una mirada diferente del liderazgo y la
comunicacin principalmente.
La propuesta misma de la Gerencia Social va ms all de conceptos administrativos y
trasciende a ser potenciadora de recursos y creadora de nuevas alternativas y posibilidades en el
mbito social, todo ello bajo principios de equidad, transparencia, pertinencia, consistencia,
coherencia, oportunidad, sostenibilidad, calidad, eficiencia y efectividad.
Teniendo en cuenta las dimensiones de estas disciplinas se plantean reflexiones frente a la
comunicacin en torno a:

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Es difcil abordar un tema tan complejo como el de la comunicacin en las organizaciones

cuando hay tanta informacin respecto al mismo y todas sus variables; son mltiples los aportes
que desde diferentes disciplinas y reas del conocimiento se han hecho sobre la comunicacin y
su relacin con el desarrollo de las organizaciones; se han descrito diferentes estilos de
comunicacin lo que ha llevado a plantear variados niveles en los que se relacionan las personas
y como estos determinan las pautas de comportamiento que pueden guiar, tanto a la organizacin
como al trabajador hacia la consecucin de las metas propuestas a nivel general y particular.
La comunicacin de la mano de otras estrategias y/o herramientas implementadas para la
consecucin de objetivos especficos, hacen que las organizaciones tengan unos niveles de
relacionamiento claros, donde a cada individuo le son reconocidas un conjunto de habilidades
y/o destrezas para alcanzar lo individual y lo colectivo.
Es as que la organizacin, como un sistema complejo de redes que se relacionan
diariamente y que necesitan estar constantemente comunicadas de una manera clara, veraz,
eficiente y eficaz, es un escenario de convivencia permanente que requiere de la mejor y mas
clara comunicacin que pueda darse entre dos o ms individuos, una comunicacin donde se
considere a cada persona como un mundo particular y exclusivo, con caractersticas especiales
que hacen de cada uno de ellos, una pieza importante en el engranaje de cualquier grupo social
definido.
Desde estas reflexiones el presente trabajo busca aportar elementos en estrategias de
comunicacin que permitan pensar en el fortalecimiento de las organizaciones desde el mbito
comunicacional y desde estrategias de accin pensadas y aprehendidas en la formacin
profesional como trabajadores sociales
Dado que el tema de comunicacin es abordado ampliamente por diferentes reas y
disciplinas de conocimiento se instension un ejercicio de investigacin documental que
permitiera rastrear especficamente la comunicacin desde la Administracin y la Gerencia
Social.
En un primer aparte se presenta el desarrollo metodolgico que requiere la investigacin
documental con la descripcin de los momentos, formas de registro de informacin y
consolidacin de categoras de anlisis, en un segundo capitulo se expone el marco terico de las
disciplinas centrales de objeto de la indagacin documental: la Administracin y la Gerencia
Social, este marco conceptual permite posteriormente hacer descripcin de las definiciones y
estrategias de comunicacin que la sealan desde el cumplimiento de objetivos y la
consolidacin de capital social, cada una de estas caractersticas referidas a un momento
histrico y a un desarrollo conceptual diferente.
Finalmente se expone el concepto de comunicacin bajo una visin ms integradora,
referida desde aportes conceptuales y metodolgicos de la Comunicacin Organizacional,
aspectos que permiten desarrollar una propuesta comunicativa pensada desde el trabajo social y
con elementos fundamentados en la interdisciplinariedad, las redes sociales y la formacin de
opinin pblica, que enmarcan una nueva forma de pensar la accin social.

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La Gerencia Social debe encargarse de la gestin de los saberes, para contribuir
con el desarrollo de las relaciones solidarias y favorecer la aplicacin de las
polticas sociales. 8 La Gerencia Social como un instrumento para el diseo e
implementacin de polticas sociales, con el fin de dar respuesta a necesidades
reales de la poblacin. Como un campo de conocimiento que permite consolidar
diversos saberes para la resolucin de problemas sociales concretos y como un
movimiento profesional a partir del cual se constituye un perfil y una identidad
propia del gerente social que le hace dar respuesta al desafo de los grandes
dficits sociales. 9
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La organizacin maneja una comunicacin mecanicista y lineal que privilegia
los medios y la elaboracin de los mensajes, mas que los aspectos psicolgicos
de la condicin humana. 11

9+    



  


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La comunicacin es un factor inseparable de la gerencia social, por ende, esta
ltima debe establecer claramente las reas temticas en las que se va a
desenvolver y el radio de influencia donde pretende intervenir. En primer trmino
debe abordar la pregunta: qu significa comunicar en la gerencia social?,
Comunicar bien desde la gerencia social significa hacer uso de la capacidad
discursiva (palabra, sonido e imagen). Comunicar de manera constante a travs
de la prctica social. Apropiarse las nuevas tecnologas, esto es, conocer los
medios de comunicacin, sus cdigos y lenguajes y las tecnologas de punta en
sistemas de monitoreo y seguimiento de proyectos o programas (almacenar,
recuperar y procesar informacin). Saber qu se comunica. Conocer el contexto
desde el cual se comunica (local, regional, nacional). Respetar a los
interlocutores. Comunicar con serenidad, sin herir la sensibilidad y convocar a
un encuentro de reflexin permanente 12

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incidir, orientar y potenciar los procesos sociales, donde interactan con su
entorno individuos, grupos, familias, organizaciones y comunidades, en la
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La Comunicacin va mas all de una simple interaccin de un mensaje entre un
emisor y un receptor; una comunicacin es un momento constitutivo de la
produccin cultural, que al hacer circular, competir y colectivizar los sentidos,
concepciones y significados, contribuye a transformar los conocimientos, las
actitudes y los valores frente a la vida. 16
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La transformacin cientfica se hace posible a partir del pensamiento humano,
tiene su origen en la inteligencia y creatividad del hombre que se interroga
permanentemente y en ese interrogarse precisa del otro para comunicarse y
re-significar sus conceptos. Es de esta manera como surge la
interdisciplinariedad, a partir de la dialogicidad entre los saberes representados
en los individuos que las construyen y conocen 17 .
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fundamental se orienta a la comprensin y anlisis de la realidad social para
incidir, orientar y potenciar los procesos sociales, donde interactan con su
entorno individuos, grupos, familias, organizaciones y comunidades, en la
bsqueda del desarrollo y del bienestar social. 18
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