!

Transcurrir lo Cotidiano: Procesos de

Significación, Sentido, Identidad y Vinculo Cultural!
SEMANA 1
!
!
!

!
!
!

!
! !
!
!

!
!
!

!
!
!
!

!
!
!

!
!
!

[ COMUNICACIÓN Y SOCIEDAD ]
 !

! !

!"#$%&!'!&(%)*)!"#$%&'&!
!"#$%&'(()*"++

,-+.'"&%+/"+0'/+1)1).%23+

34+2%5$/+/-+0'/+#/"/.%2+'"6+$/27%"265)-)&6&+76$6+6(#'6$8+
!
"#$%&'()!*(+!,+#!-&./%0)&)1!02!*(',+&*#3($!%&0+0!,+#!$0).(+)#4&2&3#3!#*%&5#!*('(!#60+%0!.#$#!
2#!%$#+)7($'#*&/+!30!2#!$0#2&3#38!!"($!$0).(+)#4&2&3#3!0+%0+30'()!02!*9',2(!30!-#4&2&3#30)!*(+!
2#)! :,0! -#! 30! $0).(+30$! 0+! 02! .$0)0+%0;! #! 2#)! 0<&60+*&#)! :,0! 30! ($30+! )(*&#2! +0*0)&%#+! 2#)!
.0$)(+#)! 0+! '#%0$&#! 30! $0*(+(*&'&0+%(! 0! &+*2,)&/+! 30! 2#! 3&50$)&3#3! =! 2#)! 3&70$0+*&#);! 2#!
*(+)0$5#*&/+! 302! #'4&0+%0! =! 2#! *(+5&50+*&#8! >#! +(*&/+! #*%&5#! &'.2&*#! ),! &+)%#2#*&/+! 0+! 02!
.$0)0+%0!*('(!),?0%(!-&)%($&@#3(;!0)!30*&$;!*(+)*&0+%0!30!),!),4?0%&5&3#3!=!.(%0+*&#2&3#3!.#$#!
&+*&3&$;!30!'#+0$#!*$A%&*#;!0+!2#!*(+7&6,$#*&/+!30!7,%,$()!.()&420)8!
!
"#$#!022(;!0)!&'.$0)*&+3&420!200$!2()!%&0'.()!:,0!5&50;!0+!2()!:,0!)0!#35&0$%0!,+#!*('.20?#!6#'#!
30!)&%,#*&(+0)!=!*&$*,+)%#+*&#)!3(+30;!0+!#.#$&0+*&#;!%(3(!%&0+0!:,0!50$!*(+!%(3(!=!#2!.#$0*0$!2#!
$0%/$&*#! 30'(*$B%&*#! 30! 2#! ?,)%&*&#;! 2&40$%#3! =! .$(6$0)(;! ! &+3&*#+! :,0! =#! 0)%B+! *(+)%&%,&3#)! =!
(.0$#+3(8! C&+! 0'4#$6(;! )0! %$#%#! ?,)%#'0+%0! 30! *('.$0+30$! +(! )(2(! :,D! 20*%,$#;! 0+%&D+3#)0;!
$#@(+#'&0+%(;! -#*0! 02! *(',+&*#3($! )(*&#2! 30! 0)%#! $0#2&3#3! =! ),)! 0)%$,*%,$#)! )(*&#20);! )&+(!
#30'B);!30)30!3/+30!2#!200!=!*/'(!-#*0!),!&+'0$)&/+!0+!D)%#8!"#$%&'()!30!:,0!02!*(',+&*#3($!
+(! 0)%B! .($! 7,0$#! 30! 2#! *(',+&*#*&/+;! *('(! -0$$#'&0+%#! :,0! -#! 30! 0'.20#$! .#$#! 0)#)!
%$#+)7($'#*&(+0);! )&+(;! #),+%(! *2#50;! 0)%B! 30+%$(! =! 0)! *(',+&*#*&/+;! #**&/+! .,$#! .#$#! 2#!
%$#+)7($'#*&/+8!E)!30)30!#22A!30)30!3(+30!0+%$#!#!#.(=#$!#2!($30+!=!2#!&+%0$#*%,#*&/+!-,'#+#!
0+!),)!3&)%&+%()!+&5020)8!
!
E)%#! *(2(*#*&/+! 30'#+3#! #! ),! 50@! +(! )(2(! ,+#! 20*%,$#! 'B)! 0<.0$&0+*&#2! 302! .$0)0+%0;! )&+(!
*$0#%&5#! *(+! 30)4($30! )(4$0! 2(! .#$#'0%$#2;! 2(! *(+)%&%,&3(! 0).0*&#2'0+%0! .($! 2#! %0($A#8! E)%(!
:,&0$0! 30*&$! :,0! .0+)#$! 2#! $02#*&/+! *(',+&*#*&/+! =! )(*&03#3;! 30)30! 02! 2(*,)! )(*&(*,2%,$#2;!
)(*&(0*(+/'&*(;! )(*&(.(2A%&*(! =! 0)%D%&*(;! ! &'.2&*#! "#$%&'()'#! '*! *+,-"'! "'.#-&/! *('.#$%&3(! .($!
2()!#,%($0)!&+5&%#3();!%(3()!022()!30!.$&'0$!+&502;!*('(!0<&60+*&#!30!+,05()!$#@(+#'&0+%()F!30!
#22A;!:,0!)0$B!$070$0+%0!*(+)%#+%0!02!.$0)0+%0!.0$(!%#'4&D+!02!*(+%0<%(!=!2()!),?0%()!#!2()!:,0!
.0$%0+0*08!!
!
"$0%0+30+;!0)%()!020'0+%();!-#*0$!30!2#!&+%0$50+*&/+!*(',+&*#%&5#!,+#!0)%$#%06&#!.0$%&+0+%0!30!
*#'4&(! )(*&#2;! .($:,0! 0+! 92%&'#);! #22A;! 0+! 2#! )(*&03#3;! 3(+30! 0)%B+! +,0)%$#)! 60+%0);! 0)%B! 02!
22#'#3(! #! .#$%&*&.#$! *('(! #60+%0)! #*%&5()! .#$#! -#*0$! 30! +,0)%$#! *&5&2&@#*&/+;! ,+#! *&5&2&@#*&/+!

!
"! [ POLITÉCNICO GRANCOLOMBIANO]
!

:,&@B! 'B)! -(&*0%-1$! 2! #'%3'"0/%$! )'! *$! &/()-&-.(! 40,$($8! E'.0*0'()! ,+! $0*($$&3(! )(4$0! 02!
',+3(!:,0!5&5&'()!=!#5#+*0'()!0+!02!304#%0!.#$#!*(+)%$,&$!)0+%&3(!#!2#!#**&/+!*(',+&*#%&5#8!
!
9"6+67'/2#6+/7)2#/.%-*:)(6;+2'</#%+/"+.%1).)/"#%+
!

>(! :,0! 0)%#'()! .2#+%0#+3(;! #! %$#5D)! 30! 0)%0! '/3,2(! 30! *(',+&*#*&/+! =! )(*&03#3;! 0)! :,0! 02!
0)%,3&#+%0! .(3$B! &+6$0)#$! #! 0)%0! 0)%,3&(! 30)30! ,+! .0+)#'&0+%(! %0/$&*(! (! ,+! .0+)#'&0+%(!
0.&)%D'&*(8!!
!
"0+)#$! 30)30! 2#! %0($A#! 0)! #),'&$! 2(! 3#3(! =! 0)*$&%(! #! .#$%&$! 30! 2()! 3&50$)()! *#'.()! 30! 2#!
&+50)%&6#*&/+! =! 302! )#40$8! G0! 0)%#! '#+0$#;! 02! #4($3#?0! %0/$&*(! ),'&+&)%$#$B! 2#)! 0<.2&*#*&(+0)!
0).0$#3#)!=!2#!0<.0*%#%&5#!#*,',2#%&5#!30!*(+(*&'&0+%(!.(3$B!*,'.2&$)0!*,#+3(!30!0)(!)0!%$#%#8!
"$0*&)#'0+%0;! 0)%0! '/3,2(! )0! .0$'&%0! $070$0+*&#$! #26,+()! *(++(%#3()! *&0+%A7&*()! )(*&#20);!
%(3()!022()!0+!2#!.,+%#!30!2#!3&)*,)&/+!=!30!2#!%0($&@#*&/+!)(*&#28!H()!.$0*&#'()!30!*('.#$%&$!#!
7&6,$#)! *('(! I#220$)%0&+;! C#+%();! J$#&6;! K&330+);! J#)%022);! L#$%A+;! M,&?#+(;! E2&@#230;! J#$0=;!
G,))02;! K/'0@;! ! N&+*/+;! 0+%$0! (%$()8! C,! #4($3#?0! 0)! +0*0)#$&(;! 0).0*&#2'0+%0! 3#3#! 2#!
.0$%&+0+*&#!=!.,+%(!30!$0720<&/+!#2!:,0!)0!-#!2206#3(!30)30!),)!$0).0*%&5#)!#.,0)%#)8!
!
"0$(! %#'4&D+! .(3$B! &+6$0)#$! 30)30! ,+! .0+)#'&0+%(! 0.&)%D'&*(8! E+! %D$'&+()! 30! O0'02'#+;!
*('(! ),?0%()! 0+! '(5&'&0+%(! :,0! #),'#+! $#@(+#'&0+%()! &+30%0$'&+#3()! :,0! )(2(! .(3$B+!
02#4($#$!30!#*,0$3(!*(+!02!$0*(+(*&'&0+%(!.$(.&(!30!)&%,#$)0!30+%$(!30!,+#!-&)%($&#!5&5#!=!0+!
*(+)%$,**&/+! *('(! )0+30$(! .#$#! 7,%,$()! .()&420)8! >#! $0#2&3#3;! .#$#! #*%,#$! 0+! 022#;! 0)!
&'.$0)*&+3&420! *(+(*0$2#;! .0$(! .#$#! *(+(*0$2#! -#=! :,0! 0)%#$! 0+! 022#;! )0+%&$)0! 30+%$(! 30! 022#! =!
7$,%(! 30! 022#! .0$(! 0+! 02! .$0)0+%0;! 30)30! 02! ),?0%(;! ,+! ),?0%(! :,0! )0! $0*(+(@*#! 0+! ),! .$(.&#!
-&)%($&#!5&+*,2#+%08!
!
C&!)0!30*&30!0+!2#!#*%,#*&/+;!-#=!:,0!.,2&$!2#)!-#4&2&3#30)8!E2!0)%,3&#+%0!3040$B!30)*,4$&$!*,B20)!
=! .#$#! 022(! 6(@#$0'()! 30! '0*#+&)'()! 30! #,%(05#2,#*&/+! :,0! 20! .0$'&%#! *(%0?#$)0! #! )A! '&)'(!
7$0+%0!#!2#)!*('.0%0+*&#)!0).0$#3#)8!!
!
E2! #4($3#?0! %0/$&*(! )0! ),.(+0! *('(! -0$$#'&0+%#! 30! #+B2&)&)8! H&+6,+(! 0)! 30%0$'&+#+%0;! 022()!
'&)'()!+(!2(!.2#+%0#+!#)A8!>#!&+30%0$'&+#*&/+!0)!*2#50!.#$#!2#!'(5&2&3#3!302!),?0%(8!P5#+*0'()!
*(+!0)%#!.$0'&)#!)(4$0!,+#!'&$#3#!0):,0'B%&*#!302!)&)%0'#!0+!02!:,0!5&5&'()1!
!
H,0)%$#! #.,0)%#! ,4&*#! 2#! $02#*&/+! *(',+&*#*&/+! =! )(*&03#3! 30+%$(! 302! )&)%0'#Q',+3(!
.$(.,0)%(!.($!I#220$)%0&+R!;!*,=(!($&60+!)0!$0'(+%#!#!2#!0<.#+)&/+!302!)&)%0'#!*#.&%#2&)%#!*(+!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
#!$%&&'()*'+,-!+../0123!24!567289:7!523!;270/05!<7/1523!=20927!52!3/!)9/92!>06?27469@!:A!,2B!C:7D!@!/891/3.2092!24!!"#$%&'("))%*!20!
C/32!>06?27469@E!'4!/19:7!52!.F4!52!10/!97260920/!52!36G7:4!20972!3:4!H12!42!81209/0!'3!I:5270:!46492./!.1056/3!JK!?:3EL-!M24N1O4!523!
36G27/364.:!J/.G:4!N:7!)6P3:!QQ+L!@!'3!8/N69/364.:!R649S768:!@!23!A1917:!52!3/!86?636T/86S0!8/N69/3649/E!

!
[ COMUNICACIÓN SOCIEDAD ] 3
 !

02! #4($3#?0! 30! E,$(.#! #! P'D$&*#8! E)%0! '&)'(! .$(*0)(;! 3&(! .#)(! #! 2(! :,0! )0! -#! 30+('&+#3(!
'(30$+&3#3;!:,0!0+%0+30$0'()!*('(!2#!3&+B'&*#!)(*&(.(2A%&*#;!0*(+/'&*#!=!*,2%,$#2;!'03&#+%0!
2#! *,#2! E,$(.#! -#! '#+%0+&3(! ),! -060'(+A#! 0+! 02! ',+3(! 30)30! 0)0! 0+%(+*0)8! >#! .$(3,**&/+!
&+%020*%,#2;! 2()! '(302()! 03,*#%&5()! =! 2#)! 7($'#)! 0)%D%&*#);! -#+! '&$#3(! -#*&#! 0)0! *0+%$(;! 02!
0,$(.0(;!*('(!($&60+;!$070$0+%0!=!7&+;!30!*,=()!2A'&%0)!)0!)0.#$#!2#!4#$4#$&0!=!02!'#2!6,)%(;!2(!
&+*&5&2&@#3(!=!+(!*,2%(8!G0!#:,A!),$60+!2#)!0.(.0=#)!*&5&2&@#%($&#)!:,0!3&0$(+!*('(!$0),2%#3(!2#!
*(2(+&@#*&/+!302!',+3(!=!*(+!022(!2#!0<.#+)&/+!30!.0+)#'&0+%(!*0+%$(!0,$(.0A)%#!*(+!%(3(!02!
#*0$5(!30!*$00+*&#)!'($#20);!$02&6&()#)!=!*&,3#3#+#)8!C&!,)%03!)0!.$06,+%#!.($!:,D!)&0+%0!:,0!
3040!&$!#!E,$(.#!#!0)%,3&#$;!.$069+%0)0!.($!:,D!*$00!0)(8!!
!
>#!-060'(+A#!30!2#!'(30$+&3#3;!*('&0+@#!#!7$#*%,$#$)0!,+!.#$!30!3D*#3#)!#+%0)!30!7&+#2&@#$!02!
)&62(! SS8! >()! 7&2/)(7()! =! *&0+%A7&*()! )(*&#20)! 302! #,%(30+('&+#3(! .$&'0$! ',+3(! &+&*&#$(+! 2#)!
*($$0).(+3&0+%0)!$0720<&(+0)!)(4$0!02!),*0)(;!.($!),.,0)%(!30)30!,+#!'&$#3#!0,$(*D+%$&*#!=!2(!
22#'#$(+!.()%'(30$+&3#38!E)%0!*(+*0.%(;!30!#'.2&(!304#%0;!0)!#),'&3(!30!3&)%&+%#)!7($'#)!=!
/.%&*#)! )&+! *(+)0+)(! 307&+&3(8! P26,+()! 30! +,0)%$()! #,%($0)! &+5&%#3()! *(+! *#,%02#! .$07&0$0+!
30+('&+#$! #! 0)%0! *&0$$0! 30! D.(*#! '(30$+#! *('(! 0%#.#! 7&+#2;! 30+%$(! 30! 2#! *,#2! 0'0$60! 2#!
62(4#2&@#*&/+8!G,))02;!.($!0?0'.2(;!$0*(+(*0!02!'('0+%(!30!2#!'(30$+&3#3;!*(+!),)!7$(+%0$#)!=!
0<*2,)&(+0);!:,0!0+!),)!.()%$&'0$A#)!.0$'&%0!#5&@($#$!2#!0'0$60+*&#!30!2(!:,0!)0!*(+)&30$#4#!
+(! '(30$+(8! P! 0)(! 2(! 22#'/! %$#+)'(30$+&3#3;! &'.($%#+%0! +(*&/+! :,0! .0$'&%&$B! $0*(+(*0$!
#:,022#)! *,2%,$#);! '(5&'&0+%();! .$(3,**&(+0);! 5&)%#)! *('(! 0</%&*#)! 0+! 02! .$&'0$! ',+3(;! .0$(!
:,0!%&0+0+!),!.$(.&(!)0+%&3(!0!&30+%&3#3!=;!+(!(4)%#+%0;!0+!4,)*#!30!)&6+&7&*#*&/+!*(+!3&)%&+%#)!
.$B*%&*#)! =! '(3()! .#$%&*,2#$0)! 30! -#*0$! .(2A%&*#8! E2! '&)'(! I#220$)%0&+! $0*(+(*0! 0)%0! %&.(! 30!
&+&*&#%&5#)!*('(!#+%&)&)%D'&*#)8!
!
C&+! 3,3#;! 02! '#=($! 0+*,#3$0! 30! 2#! $02#*&/+! *(',+&*#*&/+! =! )(*&03#3! )0! 3#! 0+! 02! .$(*0)(! 30!
62(4#2&@#*&/+8! ! C&! 4&0+! 0)! *&0$%(! :,0! +(! 0<&)%0! ,+! *(+)0+)(! 30! ),! ($&60+;! +(! 0)! 0:,&5(*#3(!
'#$*#$2(!*(+!02!),$6&'&0+%(!302!*#.&%#2&)'(;!*,=(!72($0*&'&0+%(!!"#$%&'$(!)!)0!2(6$#!*(+!02!#,60!
%0*+(2/6&*(!*(+!2#!#.#$0+%0!7&6,$#!:,0!02!',+3(!=#!0)!,+(!)(2(!=!02!*&,3#3#+(!.2#+0%#$&(!0)!02!
.0$)(+#?0! 30! 0)%#! 0$#8! >#)! '#+0$#)! *('(! &+%0$#*%,#'()! 2()! )0$0)! -,'#+()! 0+! 02! ',+3(!
62(4#2&@#3(! .()&4&2&%#+! (%$#)! 0'0$60+*&#);! (%$#)! 3&+B'&*#)! *#3#! 50@! 'B)! *('.20?#);! :,0!
%0$'&+#+! .($! '#+3#$! #2! %$#)%0! ',*-#)! 30! 2#)! *(+*0)&(+0)! :,0! )0! %0+A#+! 30! 5A+*,2(;!
$02#*&(+#'&0+%(;!&30+%&3#3;!*,2%,$#;!),4?0%&5&3#38!C&!0<&)%0!,+#!.$06,+%#!0+!0)%0!'('0+%(!:,0!
$02#*&(+0!2#!*(',+&*#*&/+!*(+!02!),?0%(!)(*&#2;!0)!.$0*&)#'0+%0!:,D!),4?0%&5&3#30)!)0!*(+7&6,$#+!
0+!2#!&+'0$)&/+!30!0)%0!&+3&5&3,(!*(+!.()&4&2&3#3!30!T*(+0*%#$)0U!0+!$038!
!
V! 0);! 0+! 0)%#! )(*&03#3! $03;! 3(+30! 0+%$#+! %(3#)! 2#)! )().0*-#);! .,0)! 2#)! 7($'#);! '0*#+&)'();!
*/3&6();!&'#6&+#$&()!=!*()%,'4$0)!0+%$#+!0+!*,0)%&/+8!"#$#!J#)%022)W;!02!#),+%(!)0!$0),0250!0+!
)0+%&3(!#350$)(!#2!$070$&$)0!#2!&+%0$+0%;!.,0)!)0X#2#!:,0!D)%0!+(!*#'4&#!2()!*('.($%#'&0+%()!30!
2#)!.0$)(+#);!)&+(!:,0;!+,0)%$()!*('.($%#'&0+%()!*#'4&#+!=!$0*(+7&6,$#+!02!&+%0$+0%8!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
"!=%)*'&&-!I/0123E!+097:51886S0!/!=:.1068/86S0!@!N:527E!'0V!W6N278:02X6:024E!=:.1068/86S0!@!):8625/5E!J20!

3Y02/LE!R99NVZZR6N278:02X6:0EB:75N7244E8:.Z"[#"Z[\Z[UZ6097:51886:0]/]8:.1068/86:0]@]N:527]52]./0123]
8/492334Z!^869/5:!20!./7T:!52!"[#"_E!JW6N278:02X6:024-!"[#"L!

!
U! [ POLITÉCNICO GRANCOLOMBIANO]
!

!
!
!

=)2#/.6+.'"&%>+'"6+.)$6&6+2%5$/+&*"&/+/2#6.%28+
Y'#60+!R8!C&)%0'#!',+3(!

! !

G040'()!$0*(+(*0$!0+!:,D!',+3(!0)%#'()!5&5&0+3(!-(=!=!#*0.%#$;!*(+!02!)(.($%0!30!2#!%0($A#!=!
30! 2#! 0<.0$&0+*&#;! 2#! *$&)&)! 30! 2#! '(30$+&3#38! H(! +()! 30%0+3$0'()! #! 0)%,3&#$! 2#! '(30$+&3#3;!
.0$(!)A!&+3&*#$;!*/'(!30)30!2()!3&70$0+%0)!2(*,);!#)&)%&'()!30!*,0$.(!.$0)0+%0!#!2#!$,.%,$#!30!

!
[ COMUNICACIÓN SOCIEDAD ] 5
 !

),)!2A'&%0)8!H(!)0$B!+,0)%$#!3&)*,)&/+!#30*,#$!02!+('4$0!30!2#!.()%'(30$+&3#3!(!)&'.20'0+%0!
7&+!30!2#!'(30$+&3#3F!50$B+!:,0!.#$#!#26,+()!30!2()!#,%($0)!:,0!#4($3#$0'()!!2#!3&)*,)&/+!0)!
#4&0$%#1!G,))022!+(!#*0.%#!2#!.()%'(30$+&3#3;!)&'.20'0+%0!)0!0<.$0)#!30!,+#!),40%#.#;!2#!'B)!
$0*&0+%08!E+!*#'4&(;!0+%$0!),)!.2#+%0#'&0+%()!302!#+3#$!302!),?0%(!.(2A%&*(;!C#+%()!#*0.%#!0)%#!
+(*&/+8!G0)30!#:,A!#3(.%#$0'()!:,0!D)%#!0)!0)%0$%($!
30!2#!.$&'0$#;!.0$(!&+*2,&3#8!ZM,D!3040'()!0+%0+30$!
.($! *$&)&)! 30! 2#! '(30$+&3#3[! G0! 2#! '#+(! 30! G,))022;!
#4($3#$0'()!0)%#!*,0)%&/+!0+!2#!)06,+3#!,+&3#38!!
!
"($! #-($#! 5#20! 30*&$! :,0! 0)%#'()! #+%0! ,+#! '92%&.20!
*$&)&);! 0)! ,+#! %$#+)&*&/+! 30! ,+! ',+3(! ,+&.(2#$! #! ,+(!
',2%&.(2#$;! 0+! 2()! 92%&'()! *&+*(! )&62()! 3&)%&+%#)!
+#*&(+0)! )0! *(2(*#$(+! #! 2#! *#40@#! 302! ',+3(!
'#$*#+3(!*(+!),!.(30$A(!0*(+/'&*(;!'&2&%#$!=!.(2A%&*(!
2#! -060'(+A#! 302! '('0+%(;! #)A! 2(! 7,0;! )&+! )0$! %#+!
2&+0#2!+&!*#%06/$&*(!0+!02!($30+;!!E).#X#;!2,06(!\$#+*&#;!
Y+62#%0$$#;! E)%#3()! ]+&3();! *(+! 2#.)()! 30! .(30$A(! 0+!
+#*&(+0)!*('(!P20'#+&#;!^#./+;!=!N,)&#8!E)!7B*&2!+(%#$!
2#! -060'(+A#! 0,$(.0#8! G0! -0*-(;! =! #! .#$%&$! 30! 2#!
&+5#)&/+! =! 3('&+&(! 30! P'D$&*#;! )0! *(+)%$,=/! 02!
&'#6&+#$&(!.$&'0$(!=;!2,06(;!02!3&)*,$)(!.#$#!#*0+%,#$!
0+!2()!-0*-()!.(2A%&*()!=!0*(+/'&*()!=!*,2%,$#20);!:,0!
E,$(.#! 0$#! 02! ('42&6(! 302! ',+3(! =! #! ),! #2$0303($!
6$#5&%#4#!02!$0)%(;!0)!30*&$;!02!',+3(!4B$4#$(;!02!:,0!
:,0$A#! )0$! '(30$+(8! N0*&0+%0'0+%0;! +(! .(30'()! =#!
+(%#$! *(+! 7($%#20@#! 0)#! %0+30+*&#! -060'/+&*#8! _(=!
$0*(+(*0'()! 0+! J-&+#! ,+#! +#*&/+! .(30$()#! =!
.#,2#%&+#'0+%0!5#!'#$*#+3(!&+*&30+*&#)!0+!%(3()!2()!
*#'.()!30!2#!5&3#!.2#+0%#$&#8!_(=;!%(3(!%&0+0!:,0!50$!
*(+! 0)#! +#*&/+;! =! 20?()! 30! ),.(+0$! :,0! )0#! D)%#! 2#!
*#40@#!30!,+#!+,05#!-060'(+A#;!)A!.(30'()!#7&$'#$!
:,0!3&*-#!-060'(+A#!0)!*#3#!50@!'B)!3&7,)#;!.,0)!)&!
4&0+! 02! *#3#! 50@! 'B)! 3D4&2! EE8]]8;! 0'0$60+! +,05()!
6$#+30)! *('(! 2(! )(+! Y+3&#;! P20'#+&#;! J($0#! =;! `$#)&2;!
.#$#! '0+*&(+#$! ,+(! 2(*#28! E)%(! 0)! 2(! :,0! *(+(*0'()!
-(=!*('(!,+!',+3(!',2%&.(2#$;!3(+30!$0),2%#!*2#$(!02!
30).2#@#'&0+%(! -#*&#! a$&0+%08! E2! ',+3(! 0+! :,0!
5&5&'()! =#! +(! )0! *0+%$#! 0+! a**&30+%0;! +,0)%$#!
0*(+('A#;!*,2%,$#;!=!-#)%#!+,0)%$#)!0)%D%&*#)!)0!50+!*#3#!50@!'B)!#70*%#3#)!.($!2(!),*03&3(!0+!
a$&0+%08!ZJ/'(!)0$B!,+#!-060'(+A#!30!a$&0+%0[!`,0+(;!30)30!L0%0($(;!.#)#+3(!.($!J0+%022#;!
L#@&+60$;!2()!J#4#220$()!302!O(3&#*(!0!&+*2,)(!J#+3&!J#+3&;!"(b0'(+!=!`0+!Rc;!5#'()!%0+&0+3(!

!
\! [ POLITÉCNICO GRANCOLOMBIANO]
!

,+#!#20**&(+#'&0+%(!302!%&.(!#'0$&*#+(!:,0!+(!50'()!*(+!(?()!$#)6#3()!.0$(!:,0!)A!0+)0X#+!
*('.($%#'&0+%()!=!7($'#)!30!5&3#!-#*&#!2#!*,2%,$#!'#+6#8!

ZE)!02!7&+!302!*#.&%#2&)'([!E)%#!0)!,+#!&+:,&0%,3!:,0!#4($3#!I#220$)%0&+;!*$0#3($!30!T2#!%0($A#!
30!2()!)&)%0'#)Q',+3(U8!!

ZJ/'(!=!*(+!:,D!*#.#*&3#30)!#),'&$B+!2()!3&)%&+%()!#*%($0)!02!',+3(!.#$#!&+%0$50+&$!0+!),!
+,05#!*(+)%&%,*&/+[!ZM,D!*(+(*&'&0+%()!)0!3040$B!%0+0$!)(4$0!2#!)(*&03#3;!2#!*,2%,$#;!2#!
0*(+('A#;!2#!.(2A%&*#[!ZM,D!2,6#$!%&0+0!2#!*(',+&*#*&/+!0+!2#!*(+7&6,$#*&/+!30!2#)!+,05#)!
)(*&03#30)[!ZE)!.()&420!,+!+,05(!.#$#3&6'#!)(*&#2!'B)!0:,&%#%&5(;!3&70$0+*&#3($;!&+*2,)&5(!=!!
?,)%([!
!

5#$(%,/)'#(-)$)!

E+$&:,0! G,))02! *0204$#! 02! $0%$(*0)(! 302! *0+%$(Q0,$(.0A)'(! =! 2#! 0'0$60+*&#! 30! 2#!
d$#+)'(30$+&3#3!*('(!#7&$'#*&/+!30!2#!',2%&*,2%,$#2&3#3!0<*2,&3#!.($!2#!'(30$+&3#3!0,$(.0#e8!
>2#'#! 2#! #%0+*&/+! )(4$0! 02! ($&60+! '&)'(! 30! 2#! *$A%&*#! #! 2#! '(30$+&3#3;! .,0)! ),$60! 30)30! 02!
'&)'(!*($#@/+!0,$(.0(;!TE2!70+/'0+(!302!.0+)#'&0+%(!f"()%Q'(30$+(f!+()!-#!#*()%,'4$#3(!
#!,+#!*&0$%#!*$A%&*#!30!2#!L(30$+&3#3F!#!,+#!L(30$+&3#3!0+!*,#+%(!3('&+#*&/+!30!2#!f*#+%&3#3f!
=!2#!),4?0%&5&3#3!302!*(6&%(!)(4$0!2#!*('.$0+)&/+!(+%(2/6&*(!$#3&*#2!302!)0$!g_0&30660$h;!*('(!
*$A%&*#!30!2#!$#@/+!&+)%$,'0+%#2!g_($b-0'&0$h;!30!2#!,+&50$)#2&3#3!#4)%$#*%#!30)30!2#!G&70$0+*&#!(!
02! fG&70$0+3(f! gG0$$&3#;! >=(%#$3h;! 302! f*$")!$'+# ,+'&$fgi#%%&'(h;! 0%*8! J$A%&*#! #! 2#! L(30$+&3#3!
30)30! ,+#! f"()%Q'(30$+&3#3f! :,0! 30! +&+6,+#! '#+0$#! .(+0! 0+! *,0)%&/+! 2#! *0+%$#2&3#3! 302!
0,$(*0+%$&)'(;! =! :,0;! 0+! *&0$%#! '#+0$#;! .&0+)#! :,0! 2#! )(*&03#3! .()%Q*(+50+*&(+#2;! ,$4#+#;!
.()%Q&+3,)%$&#2;!302!'0$*#3(!*,2%,$#2!2&4$0'0+%0!0206&3(;!)0!&+)%#2#$B!,+&50$)#2'0+%0;!=!*(+!022(!
2#!'&)'#!"()%Q'(30$+&3#3!62(4#2;!*('(!,+#!f)&%,#*&/+f!30!2#!*,2%,$#!-,'#+#!0+!60+0$#2!0+!02!
)&62(!SSYUj8!

N0%#! ,4&*#$! 2#)! 7($'#)! 30! $0)&)%0+*&#! #! 2#! -060'(+A#! .($! .#$%0! 30! 2#)! *,2%,$#)! 2(*#20)! =! ),)!
7($'#)!=!$0)&)%&$!.#$#!.0$5&5&$8!V!0)%(!+(!)(2(!0+!P'D$&*#!)&+(!0+!%(3#)!2#)!$06&(+0)!3(+30!2206/!
02! *(2(+&#2&)'(! -060'/+&*(! 0,$(.0(! =;! .($! ),.,0)%(;! 02! +($%0#'0$&*#+(8! ZJ/'(! 0+%$#$! 0+!
3&B2(6(! *(+! 0)%()! .,042()! =! +#*&(+0)[! ZM,D! 0)%$#%06&#)! 30'#+3#! 2#! #**&/+! *(',+&*#%&5#! 0+!
0)%0! $0*(+(*&'&0+%([! V! #2! '0+*&(+#$! 02! $0*(+(*&'&0+%(;! %$#)! 2#! &30#! 30! 2(6$#$! )0+%&3(! =!
.$(=0**&/+!*(+?,+%#;!Z*/'(!*(+5&5&'()[;!Z*(+!:,D!20+6,#?0)[!!

i(250$0'()!*(+!G,))02!0+!02!'('0+%(!30!%$#%#$!02!2(*,)!0*(+/'&*(!.0$(!:,03#$B!*('(!20*%,$#!
$0*('0+3#3#8!

!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
K!M>))'&-!'076H12E!'3!46492./].105:!@!3/!97/04.:527065/5E!J'0!3Y02/LV!M64N:06G32!20!

+0927029^R99NVZZBBBE7/.]B/0E029Z724972N:Z528:3:06/3Z#[]514423]
46492./`"[.105:`"[@`"[97/04.:527065/5EN5A_!869/5:!23!#\!52!./7T:!52!"[#"!
U!+GY5E!

!
[ COMUNICACIÓN SOCIEDAD ] 7
1. Mapa  conceptual  módulo  Comunicación  y  sociedad  
!

?8 @5</#)1%+:/"/$6-+
!
Y30+%&7&*#$! 2()! 020'0+%()! *(+)%&%,%&5()! 30! 2#)! 0)%$,*%,$#)! )(*&#20)! #! %$#5D)! 30! 2()! *,#20)! )0!
.,030+!0)%#420*0$!2()!'0*#+&)'()!*(',+&*#*&(+#20)!.0$%&+0+%0)!30!%#2!'#+0$#!:,0!)0#!7#*%&420!
=! .0$%&+0+%0! 2#! &+%0$50+*&/+! 30! 2#! *(',+&*#*&/+! *('(! 0)%$#%06&#! 30! %$#+)7($'#*&/+! 30! 2#!
$0#2&3#38!
!

A8 B%.7/#/"()62+0'/+2/+/27/$6+&/26$$%--6$+/"+/-+/2#'&)6"#/+

+
6/,3'"'(&-$%7!$*!8-($*-9$#!'*!&0#%/:!'*!'%"0)-$("'7!
R8 E)%#420*0!*(+!*2#$&3#3;!.0$%&+0+*&#!=!*(-0$0+*&#!$02#*&(+0)!0+%$0!2#!)(*&03#3!=!),)!7($'#)!30!0<.$0)&/+!

W8 C(.($%#;!*(+!$#@(+0);!),)!#$6,'0+%()!)(4$0!2#!&'.2&*#*&/+!30!2#!*(',+&*#*&/+!0+!2#!)(*&03#3!30)30!*#3#!
,+(!30!2()!B'4&%()!.(2A%&*(;!*,2%,$#2;!0*(+/'&*(!=!0)%D%&*(8!!

e8 Y30+%&7&*#!2()!*('.(+0+%0)!*(',+&*#%&5()!0+!.$B*%&*#)!)(*&#20);!0*(+/'&*#)!=!.(2A%&*#)!3#3#)!0+!2#!
*(%&3&#+&3#3!&+%0$.$0%#+3(!),)!($A60+0)!=!.$03&*&0+3(!),)!070*%()8!!

j8 E5#29#;!*(+!*$&%0$&(!D%&*(;!2#)!)&%,#*&(+0)!30!&+?,)%&*&#!)(*&#2!=!2()!.$(*0)()!.(2A%&*()!=!0*(+/'&*()!:,0!
2205#+!#!D)%#8!

k8 "$(.(+0;!.$(=0*%#!0!&'.20'0+%#;!30)30!2#!*(',+&*#*&/+;!0)%$,*%,$#)!:,0!.$(.0+30+!.($!02!30)#$$(22(!
30)30!,+#!.0$).0*%&5#!302!3&B2(6(!0+!2#!*(',+&*#*&/+!.942&*#;!60+0$#+3(!0)*0+#$&()!30!0+*,0+%$(!0+%$0!
02!E)%#3(;!2#)!($6#+&@#*&(+0)!.942&*#)!=!.$&5#3#)!=!2#!*&,3#3#+A#8!

!
!

!
[ COMUNICACIÓN SOCIEDAD ] 9
 !

C/26$$%--%+#/.D#)(%+

;(-)$)!0(/!

!"#$%&'""(")*+)&+,(-(#$+.)/"+&0%+%)-0)%(1$(2(&#&(3$4)
!"#$%&'()%&"#$%&*&)+),-#./0')./0$/1*0!

</&0%!%/&-/&0*"0#$*!!
=',$($!>!

!"#$%&'(()*"+
J(+(*0$! 02! #4($3#?0! %0/$&*(! 30! '#0)%$()! :,0! *('(! ^#'0)! J#$0=! =! N(40$%! J$#&6;! .(+0+! #2!
*(',+&*#3($! )(*&#2! 0+! $02#*&/+! *(+! 2#)! 3&)*,)&(+0)! 'B)! $0205#+%0)! gJ#$0=h;! *('(! $0*&0+%0)!
gJ$#&6h! 0+! '#%0$&#! 30! 2#! *(',+&*#*&/+! =! ),! &'.2&*#*&/+! 0+! 02! B'4&%(! *,2%,$#28! H(! )(2(! .(3$B!
&+*,$)&(+#$! *(+! .$(.&03#3! #$6,'0+%#%&5#! 0+! 2()! '(302()! $&%,#20)! =! 0+! 2#)! +(*&(+0)! 30! 2#!
.$B*%&*#!)(*&#2;!)&+(!:,0!.(3$B!#5&@($#$!),!:,0-#*0$!0+!2#!#**&/+!*(+*$0%#!:,0!.,030!&30+%&7&*#$!
#2! *(',+&*#3($! )(*&#28! >()! #,%($0)! )0! *(+5&0$%0+! 0+! ,+! .$&'0$! 0)2#4/+! :,0! *(+%&+,#$B! *(+!
K&330+)! =! L#$A+! `#$40$(;! %$#)! 2#! .&)%#! 30! *(+)&30$#$! 0! &+3#6#$! 2#! .$B*%&*#! *(',+&*#%&5#! 0+! 2#!
*(+7&6,$#*&/+!30!&30+%&3#30)!=!)0+%&3()!*,2%,$#20)8!E+!,+#!0)*#2#!'B)!.$(7,+3#;!.(3$B!%#'4&D+!
.$(=0*%#$! *#'.()! 30! &+%0$D)! .$(.&()! 302! #*%(! *(',+&*#%&5(! *('(! 02! #+B2&)&)! 302! 3&)*,$)(;! 2#!
*#.#*&3#3!#$6,'0+%#%&5#!=!2#!0)*,*-#!*$A%&*#8!N0),'&0+3(;!20!#.($%#$B!#!*(+)(2&3#$!),!.()%,$#!
0.&)%0'(2/6&*#8!

@5</#)1%2+&/+-6+'")&6&++
C0'#+#!R!
"#$#!2#!)0'#+#!,+(!
• ?)'("-8-&$#!*$%!&*$1'%!@0'!4$&'(!)'!*$!&/,0(-&$&-.(!0(!$%0("/!&0*"0#$*!
• ?("'#3#'"$#!*$!3'#%3'&"-1$!#-"0$*!/!%-,A.*-&$!)'!*$!&/,0(-&$&-.(!)'("#/!)'!*$!!!&0*"0#$!
• 6/("#$%"$#! *$! 3'#%3'&"-1$! ! #-"0$*! )'! *$! ! -(%"#0,'("$*! '(! */%! '%"0)-/%! &0*"0#$*'%! $A/#)$)/%!
)'%)'!*$!&/,0(-&$&-.(B!
!
=',$($!C!
"#$#!2#!)0'#+#!3()!
• ?)'("-8-&$#!*$%!(/&-/('%!&'("#$*'%!)'!*$!"'/#+$!)'!*$!'%"#0&"0#$&-.(!!
• D'&/(/&'#!*$!-,3*-&$&-.(!2!$*&$(&'!)'!*$!-("'#3#'"$&-.(!&/,0(-&$"-1$!'(!*$%!3#E&"-&$%!
%/&-$*'%B!
• F'%&-8#$#!)-,'(%-/('%!)'!*$!$&&-.(!&/,0(-&$"-1$!'(!*$!&/(%"#0&&-.(!)'!%'("-)/!)'("#/!)'!*$%!
$&"-1-)$)'%!%/&-$*'%!
!

!
#[! [ POLITÉCNICO GRANCOLOMBIANO]
!

=',$($!G!
"#$#!2#!)0'#+#!%$0)!
• F-%"-(H0-#!*/%!'*','("/%!@0'!3/%-A-*-"$(!3#/&'%/%!)'!%-H(-8-&$&-.(!)'%)'!*$%!3'#%3'&"-1$%!)'!
6$#'2:!I-))'(%!2!J$#"+(!K$#A'#/B!
• F'A$"-#!*$!#'*'1$(&-$!)'!-()$H$#!'(!*$!1-)$!&/"-)-$($!*$%!%'(%-A-*-)$)'%:!$&&-/('%:!&/()-&-/('%!
2!&/(%'&0'(&-$%!)'!*$%!$&&-/('%!)'!*/%!%0L'"/%!3$#$!*$!&/(8-H0#$&-.(!)'!%'("-)/%!&/,0('%!'!
-)'("-)$)'%!%/&-$*'%B!
• M#/3/('#!0($!,'"/)/*/H+$!&/,0(-&$&-/($*!@0'!8$1/#'9&$!'*!#'&/(/&-,-'("/!)'!)-8'#'(&-$%!2!
)-%,-(0&-.(!)'!)'%-H0$*)$)'%!'("#'!*/%!-("'H#$("'%!)'!0($!&/,0(-)$)B!
!
!

D-"0$*'%!)'!*$!&/,0(-&$&-.(!'(!*$!1-)$!&/"-)-$($!
!
d0<%(!R1!! J(',+&*#*&/+;! *,2%,$#! =! )(*&03#38! \,+3#'0+%()! *(+*0.%,#20)! 0+! 2#!
! .()%3&)*&.2&+#$&03#3!
N#92!\,0+%0)!H#5#$$(!
J(+*0.%()1!! J,2%,$#;!*(',+&*#*&/+;!.()%3&)*&.2&+#$&03#3!
!
d0<%(!W1!! "0+)#$!2#!)(*&03#3!30)30!2#!*(',+&*#*&/+8!]+!2,6#$!0)%$#%D6&*(!.#$#!02!304#%0!#!
! 2#!'(30$+&3#38!
^0)9)!L#$%A+!`#$40$(!
J(+*0.%()1!!!! !
!
"#2#4$#)!*2#50)1!$0720<&5&3#3;!$&%,#2;!*(',+&*#*&/+;!*,2%,$#8!

<'&"0#$%!&/,3*','("$#-$%!

d0<%(!e! N0#2&3#3! =! 5&)&/+! &+50)%&6#%&5#! )(*&#2Q$0720<&5#! 302! ',+3(1! 0+%$0! 2#! ,%(.A#! =! 2(!
$0#2!'B)!#22B!30!2(!.0+)#4208!
G01!^#&22&0$!J#)%$&22/+;!E$&b#!
E+1!-%%.1ll$03#2=*8,#0'0<8'<l$03#2=*l.37lRckRlRckRRmnocccn8.37!
J(+*0.%()1!! N0#2&3#3;!&+50)%&6#*&/+!)(*&#2;!$0720<&5&3#3;!*('.20?&3#3;!50$3#3;!(4?0%&5&3#3!
d0<%(!j! \,+3#*&(+0)!=!7,+3#'0+%()!302!0)%,3&(!30!2#!*(',+&*#*&/+8!!
N#92!\,0+%0)!H#5#$$(;!J#$2()!i&3#20)!K(+@B20)! !
-%%.1ll6,#3#2#?#$#8#*#30'&#803,lJ#$2()i&3#20)K(+@pJepPR20)l`((b)!!
! \,+3#*&(+0)! 302! 0)%,3&(! 30! 2#! *(',+&*#*&/+;! \,+3#'0+%()! 302! 0)%,3&(! 30! 2#!
*(',+&*#*&/+;!.0$).0*%&5#)!30!7,%,$(!0+!0)%,3&()!30!*(',+&*#*&/+8!

!
[ COMUNICACIÓN SOCIEDAD ] 11
 !

B'-#'$6>+.6#$)(/2+('-#'$6-/2+4+7$D(#)(6+2%()6-+
!

-.#/01&0'.#"+#$)#.12+#.3)&'./&+4#$)#(.&$'!.1#5#/+&!6!.".7#8$#!"/+'*+'.9#)$#11$:.#$"#$1#
/0$'*+;#$)9#."&$#&+6+9#0"#6!)*+)!&!:+#6$#.0&+''$/+"+/!(!$"&+4#)!':$#*.'.#:$')$#5#
6$<.')$#:$'7#=1#/+"/$*&+#6$#(.&'!>#/01&0'.1#$"#1.#+3'.#6$#?$)@)#A.'&B"#C.'3$'+#
/+"6$").#0".#.*'+%!(./!D"#&."2$"/!.19#($&.,D'!/.#5#(05#*$')+".1#.#0"#/.(*+9#$1#
6$#1+#/01&0'.19#(.'/.6+#&."&+#*+'#1.)#'$!,!/./!+"$)#/+(+#*+'#$1#6$)6!30<.(!$"&+#6$#
1+)#1B(!&$)#/+":$"/!+".1$)7k#
!
!E)%#!7$#)0!&+%$(3,*%($&#!30!\$#+*&)*(!J$,*0)!#2!0+)#=(!A.&'!/$)#E01&0'.1$)4#*10'.1!6.69#$(+/!D"#
5#'$/+"+/!(!$"&+;!+()!#30+%$#!0+!0".!&30#!30!*,2%,$#!=!#.,0)%#)!30!#4($3#?0!*#%06($&#2!*('(!
2/6&*#! 30! $#@(+#'&0+%(! .#$#! *('.$0+30$! 02! *#'.(! $02#*&(+#2! *(',+&*#*&/+Q)(*&03#3Q*,2%,$#8!
C0! $0:,&0$0! #:,A! $('.0$! 2#! 2/6&*#! 2&+0#2! ),$6&3#! 30! .$(.,0)%#)! %0/$&*#)! :,0! *0+%$#+! 1.# /01&0'.!
*('(!#),+%(!30!D2&%0;!0)!30*&$;!4#?(!02!3('&+&(!-060'(+&@#+%0!30!*A$*,2()!30!.(30$!:,0!307&+0+!
#!%$#5D)!30!2#)!.$(.,0)%#)!#$%A)%&*#);!0)0+*&#2'0+%0!30!0).0*%B*,2(!&+)0$%()!0+!2#)!3&+B'&*#)!302!
'0$*#3(!g)0'#+#!eh8!E)%#)!.$(.,0)%#)!%&0+30+!#!307&+&$!F0G!$)!=!F0G!+(!2(!*,2%,$#2;!)0)6#+3(!2#!
5&+*,2#*&/+! 30! (%$#)! .$B*%&*#)! (! #**&(+0)! .#$%&*,2#$'0+%0! 0<.,0)%#)! 0+! 2#! 5&3#! *(%&3&#+#8! G0!
#:,A! )0! 30).$0+30;! :,0! T2(! *,2%,$#2U;! 0)! 02! B'4&%(! :,0! *(+%&0+0! 02! %0'#! *,2%,$#2! =! :,0! 0)! 30!
$0205#+*&#! .#$#! ($6#+&)'();! 0)*0+#$&()! 0! &+%0$0)0)F! 0)! 30*&$;! 2#! *,2%,$#! .,0)%#! *('(! %0'#!
30+%$(!30!2(!.(2A%&*(;!0*(+/'&*(!=!)(*&#2!30!*2#)08!

=%!)&$"# +&'.)# 1D2!/.)# "+# 1!"$.1$)# 6$# *$").(!$"&+# F0$# '+(*$# /+"# $).# H$2$(+"$!6.69# $)# 1.# F0$# "+)#
*'+*+"$# ?$)@)# A.'&B"# C.'3$'+# .# &'.:G)# 6$# .6#$)(/2+ ('-#'$6-/29# *'+*0$)&.# F0$# $)# 6$# H$/H+# 0".# 1D2!/.#
$*!)&$(+1D2!/.7# I+# )$# *0$6$# .)0(!'# $)&.# !6$.# +# ($&J,+'.# 6$# K(.&'!>L# /+(+# 0"# $)F0$(.# +'2."!>.&!:+9#
/1.)!,!/.&+'!+#5#6$#6!)&!"/!D"#F0$#+3$6$/$#.#*'J/&!/.)#+*$'.&!:.)#*.'.#<$'.'F0!>.'#/.&$2+'B.)#6$"&'+#6$#0"#
/.(*+#6$#+3)$':./!D"7##

-.#!6$.#6$#(.&'!>#$"#$)&$#/.)+9#KM(*1!/.#/+"&$(*1.'1.#N.#1.#/01&0'.O"+#/+(+#0"#&+6+#!"&$2'.6+9#)!"+#(J)#
3!$"#/+(+#0"#/+"<0"&+#6$#$1$($"&+)#H$&$'+2G"$+)#/05.#!6$"&!6.6#'$)!6$#$"#)0#6!)&'!30/!D"9#$"#0"#(+6+#
*.'&!/01.'#6$#6!)*+"$')$7#-.#6!,$'$"/!.#/01&0'.1#"+#$)&J#$"#1+)#$1$($"&+)#/+")!6$'.6+)#*+'#)$*.'.6+9#)!"+#
/"+ -62+ $/-6()%"/2+ /"#$/+ /--%2;#"+#$"#/+"&$"!6+)#/+"/'$&+)9#)!"+#$"#0".#,+'(.#*$/01!.'#6$#+'2."!>.')$7#P#
$).# 6$#)('-6()*"+ &/26EF6+ #6"#%+ -6+ &)2#)"()*"+ (%"1/"()%"6-+ /"#$/+ -%+ 7$%7)%+ 4+ -%+ E%$D"/%+ (%.%+ -6+
7$/#/"2)*"+&%:.D#)(6+&/+0'/+7'/&6+&6$2/+'"6+)"#/$7$/#6()*"+G")(6+(676H+&/+#%#6-)H6$+2'+2/"#)&%IJ8+
!

i0$0'()!'B)!#302#+%0!:,0!2#!*(',+&*#*&/+!-#*0!.#$%0!30!0)#!$02#*&/+!0+!02!'('0+%(!:,0!0)()!
020'0+%();!(!#2!'0+()!#26,+()!30!D)%()!g02!)#2,3(!.($!0?0'.2(h;!0+%$#+!0+!*(+72&*%(!(!3(+30!)0!
4,)*#!2#!#3:,&)&*&/+!30!)0+%&3(8!!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
b!=(>=')-!=(>=')E!!I/976824!=13917/324V!N317/365/5]2.:86S0!@!728:0:86.6209:E!J20!3Y02/LE!!'0!!BBBE.256/86:024E029-!564N:06G32!20!

R99NVZZ24E4876G5E8:.Z5:8Zc\\[b#b!869/5:!23!#!52!d106:!52!"[#"!J=71824-!"[[aL!
\!+GY5E!

!
#"! [ POLITÉCNICO GRANCOLOMBIANO]
!

<$! 3#E&"-&$! &0*"0#$*! )0! .,030! 0+%0+30$! *('(! ,+! )&)%0'#! 30! #.$(.&#*&/+! )&'4/2&*#;! *('(! 02!
*(+?,+%(! 30! *('.($%#'&0+%();! 30! #**&(+0);! 30! 60)%();! 30! 0+,+*&#3();! 30! 0<.$0)&(+0)! =! 30!
*(+50$)#*&(+0)! .($%#3($#)! 30! ,+! )0+%&3(;! 0+! 5&$%,3! 30! 2()! *,#20)! 2()! &+3&5&3,()! )0! *(',+&*#+!
0+%$0!)A!=!*('.#$%0+!0).#*&();!0<.0$&0+*&#);!$0.$0)0+%#*&(+0)!=!*$00+*&#)m!

a%$(! 30! 2()! *(+*0.%()! :,0! )0! 5&+*,2#+! #! 2#! $02#*&/+! *(',+&*#*&/+Q)(*&03#3Q*,2%,$#;! 0)! 02! 30!
3#E&"-&$!%/&-$*8!P),'&$0'()!2#!.0$).0*%&5#!30!K&330+)n!30!.$B*%&*#!)(*&#2;!#*,X#3#!#!),!50@!0+!
),! %0($A#! 30! 2#! 0)%$,*%,$#*&/+! :,0! 50$0'()! 2#! )&6,&0+%0! )0'#+#8! H()! &+%0$0)#! 0+! .#$%&*,2#$! ),!
0):,0'#!&+%0$.$0%#%&5(!30!7$D(#)(6!=!/2#$'(#'$6+2%()6-;!0+!02!)0+%&3(!:,0!5&+*,2#!#2!),?0%(!*('(!
#*%($!(!6:/"#/+&)2('$2)1%!=!$/E-/K)1%!:,0!$0#2&@#!6(()%"/2!*(+!&'.2&*#*&/+!=!*(+)0*,0+*&#!)(*&#2!
&+'03&#%#! =! %$#)*0+30+%0;! 0)! 30*&$;! #**&(+0)! :,0! )0! &+)%#2#+! 0+! 02! 5A+*,2(! )(*&#2! =! .,030+!
$060+0$#$)0!-#)%#!02!.,+%(!30!5(250$)0!.#$%0!30!2#!&30+%&3#38!!

>()!#60+%0)!0+!*(+%0<%(!)(*&#2!7($'#+!%-%"',$%!#2!$02#*&(+#$)0!0+%$0!)A;!=!0)%#)!$02#*&(+0)!-#*0+!
*$%!3#E&"-&$%!%/&-$*'%8!P)A;!2#)!#**&(+0);!*('(!2#)!*(',+&*#%&5#)!.($!0?0'.2(;!60+0$#+!0)%$,*%,$#;!
0)!30*&$;!,+#!7($'#!.#$%&*,2#$!$0*(+(*&3#;!=!2#!0)%$,*%,$#;!60+0$#!#**&/+8!>#!#**&/+!0)!0+%(+*0)!
,+#!.$B*%&*#!)(*&#2!=!*(+%&0+0!2#)!*(+3&*&(+0)!+0*0)#$&#)!30!*(+%&+,&3#3!(!%$#+)7($'#*&/+!30!2#!
0)%$,*%,$#8! >#! 0)%$,*%,$#! *(+%&0+0! .$(.&03#30)! 0)%$,*%,$#20);! :,0! )(+! 302! ($30+! +($'#%&5(;!
*('(!2#)!$062#!.($!0?0'.2(;!3(+30!2()!#60+%0)!*('.#$%0+!),!*(+(*&'&0+%(!=!,)(;!=!#30'B)!)(+!
30!($30+!)0'B+%&*(!.($!02!)&6+&7&*#3(!:,0!*('.#$%0+o8!!

"(30'()! 3&70$0+*&#$! :,0! '&0+%$#)! 2#)! .$B*%&*#)! *,2%,$#20)! &'.2&*#+! 3#/&'%/%! )'! $3#/3-$&-.(!
%-,A.*-&$! 3$#$! &/,0(-&$#%';! 2#)! 3#E&"-&$%! %/&-$*'%! -,3*-&$(! 3#/&'%/%! )'! ('H/&-$&-.(! 3$#$!
&/(%"#0-#! %'("-)/! =! #22A! -#*0+! ,)(! 30! 2#! *(',+&*#*&/+8! >#)! *,2%,$#20)! =#! .($%#+! 02! )0+%&3(;! 2#)!
)(*&#20)!D)%0!3040!*(+)%$,&$)0!.#$#!%0+0$!)&6+&7&*#3(8!]+#!.$B*%&*#!*,2%,$#2!0)!)#2,3#$!=!3#$20)!2#!
.#2#4$#!#!2()!#3,2%()!'#=($0)!0+!)0X#2!30!$0).0%(!=!$0*(+(*&'&0+%(F!,+#!.$B*%&*#!)(*&#2!&'.2&*#!
*(+5(*#$+()!.#$#!3&)*,%&$!=!#*($3#$!'0*#+&)'()!:,0!$0*,.0$0+!=!5&+*,20+!#2!#3,2%(!'#=($!0+!2#!
*(',+&3#38!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
c!*WeIf)e,-!g:R0E!h&:4!.256/!@!3/!.:527065/5V!10/!92:7Y/!52!3:4!.256:4!52!8:.1068/86S0hE!</7823:0/V!f/65S4E!#iia!
a!j655204!42!6092724/!20!72N3/092/7!3/!92:7Y/!4:86/3!6.N134/5/!20!3/!.:527065/5!G/d:!8:082N9:4!52!524/77:33:k!

41! 72?/31/86S0! 24! 6.N:79/092! N/7/! 23! /19:7! N/7/! P2027/7-! 52452! 23! 8/N69/364.:! 36G27/3! @! 23! 4:86/364.:-! 3/!
N7:A1056T/86S0! 52! 3/! 52.:87/86/-! N7:.:?6205:! 23! 524/77:33:! 9280:3SP68:-! 3/! 2518/86S0! @! 3/! 8:.N292086/!
72P13/5/! /! A60! 52! /38/0T/7! :Gd296?:4! 52! :7520! 4:86/3E! M2G2! 427! 83/7:! H12! 4:3:! 0:4! 6092724/! 41! 24H12./!
60927N729/96?:! 52! !"#$%&$'! @! ()%"*$%*"'+ ),$&'--! 20! 23! 420965:! H12! ?60813/! /3! 41d29:! 8:.:! /89:7! :! '.(/%(+
0&)$*")&1,!@!72A32X6?:!H12!72/36T/!/886:024!8:0!6.N368/86S0!@!8:042812086/!4:86/3!60.256/9/!@!97/482052092E!
i!'0! N274N2896?/-! 249/! N:4917/! 2097/! /! d1496A68/7! 3/! 60.2746S0! 9280:3SP68/! @! 41! /796813/86S0! 8:0! N7F8968/4!
813917/324!97/5686:0/324E!I67/5:!8:0!4:4N28R/-!A/?:7282!3/!/886S0!52!.278/5:!:G?6/05:!8:042812086/4!8:.:!3/!
97/04A:7./86S0!.64./!52!3/4!N7F8968/4!813917/324-!20!N:4!523!524/77:33:!G/4/5:!20!23!8/N69/364.:!:!8:041.:!
52!G62024!52!.278/5:E!

!
[ COMUNICACIÓN SOCIEDAD ] 13
 !

L6+(%.'")(6()*"+4+2'+-':6$+/"+-6+('-#'$6+
!

E2! 2,6#$! 30! 2#! *(',+&*#*&/+! 0+! 0)%#! #$%&*,2#*&/+! +#%,$#2! 30! )(*&03#3! =! *,2%,$#;! -#! 50+&3(!
%$#4#?B+3()0! 30! '#+0$#! 0<%0+)&5#! .($! 2()! 0)%,3&()! *,2%,$#20)! 30)30! 2()! #X()! mc! *(+!
.#$%&*&.#*&/+! 0:,&.#$#420! 0+%$0! %0/$&*()! +($%0#'0$&*#+()! =! 0,$(.0();! *(+! ,+#! 'B)! 3&)*$0%#!
.#$%&*&.#*&/+!30!&+%020*%,#20)!2#%&+(#'0$&*#+();!2(!*,#2!+(!3&*0!:,0!),!*(+%$&4,*&/+!)0#!'0+($!
:,0!#:,022()8!H(!0)!02!(4?0%(!30!)(*#5#$!0)%0!*('.0+3&(!30!.#$%&*&.#*&(+0);!.0$(!)A!&30+%&7&*#$!
*(+!.0$).0*%&5#!.$(.&#;!'&$#3#)!%$#+)50$)#20)!30!0)%0!*#'.(;!02!)(*&(*,2%,$#2!30)30!2#!'&$#3#!Q
Z(! 2#)! .$06,+%#)[Q! :,0! ),$60+! 30)30! 2#! *(',+&*#*&/+;! 30+%$(! 30! 2#! 0<.0$&0+*&#! 30! 2#!
'(30$+&3#3! =;! %$#+)'(30$+&3#3;! 0+! 3(+30! )0! 5&+*,2#! 02! .$(*0)(! 30! 62(4#2&@#*&/+;! 30+%$(! 302!
*,#2;!&+(4?0%#420'0+%0;!)0!&+)%#2#!30!7($'#)!5#$&#3#)!2#!0)%$,*%,$#*&/+!)(*&#28!

P)A!*('(!02!'&)'(!.$(*0)(!30!62(4#2&@#*&/+!+(!.,030!307&+&$)0!30)30!,+#!)(2#!($&22#;!0)!30*&$;!
,+! )(2(! .0+)#'&0+%(;! %&0'.(! (! 0).#*&(;! 3#3#! ),! *('.20?#! *(+7&6,$#*&/+! 30! *(+(*&'&0+%();!
.(30$0);! 0+%0! (%$()! #).0*%();! %#'.(*(! ! 2(! 0)! 2#! +(*&/+! 30! *,2%,$#! =! ),! $02#*&/+! *(+! 2#!
*(',+&*#*&/+!0+!02!'#$*(!)(*&#28!>#!'&$#3#!:,0!)0!.$(.(+0!0+!02!.$0)0+%0!'/3,2(;!$0*(60!)A!30!
7($'#! %$#+)50$)#2! *('(! &+%0+*&(+#3#! #! *(++(%#3()! $0.$0)0+%#+%0)! 30! P'D$&*#! =! E,$(.#;!
#4#+30$#3()!30!)0+3()!0)%,3&()!*,2%,$#20)!30)30!.()%,$#)!*$A%&*#)!.#$%&*,2#$'0+%0!0+!$02#*&/+!
*(+! 2()! '03&()! '#)&5()8! E)! &'.($%#+%0! )0X#2#$! :,0! 0)%#! '&$#3#! %$#%#! 30! 3&)%#+*&#$)0! 30! 2()!
0)%,3&()!=!070*%()!)(4$0!2()!'03&()!=!2#)!'#)#);!*(+!02!(4?0%(!30!*0+%$#$)0!'B)!0+!2(!.#$%&*,2#$;!
0)!30*&$;!2(!:,0!),*030!*(+!2#)!.0$)(+#)!0+!),)!*(',+&3#30)!2(*#20)!=!),!%$#)*0+30+*&#!0+!2()!
0)*0+#$&()!62(4#20)8!C0!$0*(+(*0!#)A;!:,0!0+!2(!.#$%&*,2#$!(!'&*$(;!0)%B!2(!60+0$#2!(!'#*$(;!=!:,0!
2(!(4)0$5#420!0+!2#!*(+50$)#*&/+!*(%&3&#+#!3#!*,0+%#!30!2()!*('.20?()!.$(*0)()!:,0!)0!3#+!0+!
3&)%&+%()!B'4&%()!*($.($#%&5();!.(2A%&*();!)(*&#20)!=!30!+#*&/+8!

J(+! 2#! .$0%0+)&/+! 30! #*0$*#$+()! #! 2#! $02#*&/+! 5&+*,2#+%0! 0+%$0! *(',+&*#*&/+! =! *,2%,$#! 0+! 02!
'#$*(!)(*&#2;!$0%('#'()!!#!%$0)!#,%($0)!4B)&*()!:,0!#4($3#$0'()!)0'#+#!%$#)!)0'#+#!=!*,=()!
#.($%0)! %0/$&*()! &2,)%$#+! ,+! *#'&+(! 30! #.$(<&'#*&/+! -#*&#! 2#! $0#2&3#3;! #:,022#! 22#'#3#! #!
&'."),+'(.'!30)30!02!0?0$*&*&(!.$(70)&(+#2!30!%(3()!2()!5&+*,2#3()!#!2#)!*&0+*&#)!)(*&#20)8!^#'0)!
I8! J#$0=;! %0/$&*(! +($%0#'0$&*#+(! :,&0+! #*,X/! 2#! 0<.$0)&/+! :,0! %&%,2#! ,+#! 30! ),)! (4$#)!
*0+%$#20);! E+((0"!/.&!+"# .)# E01&0'$ QR 9# +()! .0$'&%&$B! .$06,+%#$+()! .($! 2#)! *2#50)!
*(',+&*#*&(+#20)!30)30!3(+30!)0!#*,X#!0)%#!#$%&*,2#*&/+8!J#$0=!0)!,+#!5#2&()#!',0)%$#!:,0!2()!
0)%,3&()! 0+! *(',+&*#*&/+! .,030+! 30).$0+30$)0! 302! *#$B*%0$! &+)%$,'0+%#2! *0+%$#3()! 0+! 2#!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
#[!I/44!=:..1068/96:0!48R:3/7!g/.24!$E!=/72@!8:.N/724!9B:!?62B4!:7!.:5234!:A!8:..1068/96:0-!9R2!l7691/3m!

.:523! /05! 9R2! l97/04.6446:0m! .:523E! *R242! 9B:! ?62B4! :A! ?/3124! /44:86/925! B69R! 9R2.-! /05! 2.NR/46T2!
56AA27209! /4N2894! :A! 8:..1068/96:0E! *R2! 97/04.6446:0! .:523! 8:.24! A7:.! 9R2! 97/5696:0/3! 4:86/3]4862096A68!
)20527]! I244/P2]! =R/0023]! (2826?27! :7! )]I]=](! /NN7:/8R! BR272/4! 9R2! 7691/3! .:523! 8:.24! A7:.! 9R2! 4:86/3!
8:04971896:0649! N/7/56P.E! %39R:1PR! R2! N76./763@! 72A274! 9:! ./44! .256/-! /05! N/796813/73@! d:170/364.-! R64!
8:.N/764:0!A694!A:7!N1G368!4N2/D60P!/4!B233E!+0!A/89-!.:49!8:..1068/96:0!92X9G::D4-!60831560P!N1G368!4N2/D60P-!
G2P60! B69R! 9R2! 97/04.6446:0! .:523! :A! 8:..1068/96:0E! *R2! A:33:B60P! /72! 2X827N94-! H1:924-! /05! N/7/NR7/424!
A7:.! 9R2! A6749! 9B:! 8R/N9274! :A! 9R2! G::D! =:..1068/96:0! /4! =139172V! '44/@4! :0! I256/! /05! ):8629@! J<:49:0V!
>0B60! W@./0-! #iaiLE! (242n/! 9:./5/! 52! R99NVZZ?:X@P20E029Z83/4424Z8:092.N:7/7@]N1G368]/557244Zd/.24]
8/72@]8:..1068/96:0]/4]8139172Z!8:04139/5/!20!./@:!"[#"!

!
#U! [ POLITÉCNICO GRANCOLOMBIANO]
!

%$#+)'&)&/+! =! ),)! 070*%();! #*0$*B+3()0! #! '(302()! .$(.&()! =! $0205#+%0)! *(+! 2#! *(%&3&#+&3#3! =!
$0#2&3#3!30!2()!'&0'4$()!30!,+#!*(',+&3#38!!

E2! 7#220*&3(! .$(70)($! 30! 2#! ]+&50$)&3#3! 30! Y22&+(&)! .2#+%0#! 30)30! ),)! 307&+&*&(+0)! 30! 2#!
*(',+&*#*&/+! 020'0+%()! )(4$0! 2()! *,#20)! &+5&%#$0'()! #! 2#! $0720<&/+;! .$(7,+3&@#*&/+! =!
%$#+)70$0+*&#! 0+! 02! 0).0*%$(! *,2%,$#28! H(! )0! .$0%0+30! #:,A! '&+#$! 2#)! %0)&)! 302! .$(70)($! '#)! )A!
%('#$2#)!*('(!$070$0+%0!.#$#!#2&'0+%#$2#)!30)30!2#!*(%&3&#+&3#38!!

P! .#$%&$! 30! P+%-(+=! K&330+);! )(*&/2(6(! 4$&%B+&*(! =! #*%,#2! .$(70)($! 30! 2#! -+"6+"# 8/H++1# +,#
=/+"+(!/)#."6#S+1!&!/.1#8/!$"/$;!#,%($!30!2#!T$'/$'.#UB.!=!30!2#!T$+'B.#6$#1.#=)&'0/&0'./!D";!)0!
.2#+%0#!0+!.#$%0!2#!$05&)&/+!30!D)%#!92%&'#;!30+%$(!30!2#!*,#2!2#!*(',+&*#*&/+!)0!*(2(*#!*('(!
*&0+*&#! &+%0$.$0%#%&5#! T30! '(3(! :,0! 2()! .$(420'#)! 30! )&6+&7&*#3(;! *(',+&*#*&/+! =! %$#3,**&/+!
#3:,&0$0+!,+#!$0205#+*&#!&+'03&#%#URR8!

^0)9)! L#$%A+! `#$40$(;! 30! ($&60+! 0).#X(2! =! ,+(! 30! 2()! 'B)! )(4$0)#2&0+%0)! &+50)%&6#3($0)! 30! 2#!
*(',+&*#*&/+! 0+! P'D$&*#! >#%&+#;! *(+! ),)! $0720<&(+0)! +()! %$#)2#3#! #2! 0)*0+#$&(! 30! 2#)!
)0+)&4&2&3#30)! ,$4#+#)! =! '0$*#3()! *,2%,$#20);! 0+! '03&(! 30! 2#! *$&)&)! .$(5(*#3#! .($! 2#!
'(30$+&3#3!3(+30!2#!*(',+&*#*&/+!0)%$0*-#!),)!2&+30$()!30!#**&/+!*('(!*(+)0*,0+*&#!30!),!
&+0$*&#!%0/$&*#!0!&+307&+&*&/+!&30+%&%#$&#8!P+%0!2#!)&%,#*&/+!0<.$0)#;!&+%0$$(6#!02!'#0)%$(1!TZJ/'(!
-#*0$!7$0+%0!#!0)#!+,05#!=!$03(42#3#!$03,**&/+[!ZJ/'(!#),'&$!02!0).0)($!)(*&#2!=!.0$*0.%&5(!
30! 2#)! +,05#)! %0*+(2(6A#)! *(',+&*#*&(+#20);! ),)! '(3()! %$#+)50$)#20)! 30! .$0)0+*&#! 0+! 2#!
*(%&3&#+&3#3! 30)30! 02! %$#4#?(! #2! ?,06(;! 30)30! 2#! *&0+*&#! #! 2#! .(2A%&*#;! .0$(! +(! *('(! 3#%()! :,0!
*(+7&$'#$A#+! 2#! %$#'.()#! *0+%$#2&3#3! 30! ,+! 30)#$$(22(! %0*+(2/6&*(! 0+! 02! :,0! )0! $0),0250! =!
3&),0250! 2(! )(*&#2! Q2#! 30)&6,#23#3;! 02! .(30$Q! )&+(! *('(! $0%()! #! 2#)! &+0$*&#)! %0/$&*#);! #! 2()!
0):,0'#%&)'()!30!2#!3(*0+*&#!=!2()!#,%('#%&)'()!30!2#!&+50)%&6#*&/+[URW!

"0+)#$! 02! *#'&+(! :,0! -#! 30! %$#@#$! 2#! *(',+&*#*&/+! 0+! ),! $02#*&/+! *(+! 2#! *,2%,$#;! *(+%$#0! 2#!
$0*(+7&6,$#*&/+!30!2#!*(',+&*#*&/+!30)30!%$0)!#),+%()!.$(.,0)%()!.#$#!02!304#%0!.($!02!'&)'(!
#,%($1!T2#)!-&)%($&#)!+#*&(+#20);!2#)!)0+)&4&2&3#30)!,$4#+#)!=!2()!'0$*#3()!*,2%,$#20)URe8!

C0! 4,)*#! 0+%(+*0)! 0+! 0)%#! .$&'0$#! ,+&3#3! $0720<&(+#$! 0+! %($+(! #! */'(! 2#)! .$B*%&*#)!
*(',+&*#%&5#)! #.($%#+! #! 2#! *(+7&6,$#*&/+! 30! &30+%&3#30)! =! )0+%&3()! *,2%,$#20)! =! )(*&#20)! 0+! 02!
.$0)0+%0! )&62(;! *('(! %$#'.(2A+! #! 2#! $0720<&/+! :,0! #*('.#X#$B! 0)%0! '/3,2(1! Z0)! .()&420! ,+!
+,05(!.#$#3&6'#!)(*&#2!=!*/'(!2#!*(',+&*#*&/+!#.($%#!#!022([!

J(+!2(!#+%0$&($;!)0!&+5&%#!#!2()!0)%,3&#+%0)!#!+(!),*,'4&$!0+!2#)!$0).,0)%#)!'#)!)A!0+!*('.20?&@#$!
2#)!.$06,+%#)!30)30!2()!$#@(+#'&0+%()!.$(.&();!0)!30*&$;!2()!30!*#3#!,+(!=!2()!.#$0)!30!0)%,3&(;!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
##!j+MM',)-!%09R:0@!@!*>(,'(-!g:0/9R/0!J254EL!J#ii#LV!&/!92:7Y/!4:86/3!R:@E!IOX68:V!%36/0T/Z=:042d:!,/86:0/3!N/7/!3/!

=13917/!@!3/4!%7924-!=:3E!&:4!,:?209/!,E![!b#-!#iacE!
#"!I%(*o,!<%(<'(e-!g24p4E!f204/7!3/!4:8625/5!52452!3/!8:.1068/86S0E!>0!31P/7!2497/9OP68:!/N/7/!23!52G/92!/!

3/!.:527065/5!J20!3Y02/LE!M64N:06G32!20!R99NVZZ56/3029E10676:d/E24Z427?329Z/796813:q8:56P:r"c[[iUK!869/5:!20!
./7T:!#c!52!"[#"!
#K!+GY5E!

!
[ COMUNICACIÓN SOCIEDAD ] 15
 !

#)A! *('(! 2()! $#@(+#'&0+%()! #?0+();! .$(5&)%()! 0+! 0)%0! .$&'0$! '('0+%(! .($! 2()! #,%($0)! :,0!
-0'()!%$#A3(!.#$#!3&)*,%&$8!

L%+('-#'$6->+'"6+(%"2#$'(()*"+(%#)&)6"6+
!

>#! *(%&3&#+&3#3! )0! *(+)%&%,=0! 0+! 02! +&*-(! 3(+30! )0! 7($?#! 2#! $02#*&/+! *(',+&*#*&/+! =! *,2%,$#8!
P),'&3#!0)%#!$02#*&/+!30)30!2()!0)%,3&()!*,2%,$#20);!0+*(+%$#'()!0+!^#'0)!J#$0=!,+#!'&$#3#!
*$A%&*#! 7$0+%0! #2! &+%0$D)! 30! *('.$0+30$! 2#! *(',+&*#*&/+! ! 30)30! ,+! 0+7(:,0! &+)%$,'0+%#2&)%#!
*0+%$#3(! 0+! 2#! %$#+)'&)&/+! 30! &+7($'#*&(+0)! (! '0+)#?0)8! E)%#! )0.#$#*&/+! 0)! 4&0+! &'.($%#+%0!
.($:,0! &+5&%#! #! .(+0$! #%0+*&/+! #! (%$()! 0).#*&()! 3&)%&+%()! #! 2()! '03&()! '#)&5()! 3(+30! 2#!
*(',+&*#*&/+! %&0+0! &+?0$0+*&#1! fI0$)&'+)# (+6$1+)# $%!)&$"&$)# 6$# /+(0"!/./!D"# )+"# ($"+)# 0"#
."J1!)!)#F0$#0".#/+"&'!30/!D"#.1#/.+)#6$#1.#/01&0'.#(+6$'".9#5#6$#(."$'.)#!(*+'&."&$)#$)&.(+)#
*.2."6+#$1#/.)&!2+#*+'#$1#1.'2+#.30)+#6$#1+)#*'+/$)+)#/+(0"!/.&!:+)#,0"6.($"&.1$)#.1#)$':!6+#
6$#1.#*+1B&!/.9#$1#/+($'/!+#5#1.#&$'.*!.URj8!!

C,.0$#$! 0)%0! #4,)(! &'.2&*#;! 0+%$0! (%$()! #).0*%();! .0+)#$! #2! ),?0%(! :,0! #*%9#! 2#! *(',+&*#*&/+!
'B)!#22B!30!),!*('.($%#'&0+%(!*('(!0'&)($!(!$0*0.%($!=!#!2#!*(',+&*#*&/+!0+!)A!'&)'#!'B)!
:,0!*('(!,+!72,?(!30!&+7($'#*&(+0)!:,0!5#+!=!5&0+0+8!"#$#!*('.$0+30$!0)%#!3&)%&+*&/+;!J#$0=!
.$(.(+0!3()!'(302()!*(',+&*#%&5()1!,+(!%$#+)'&)&(+&)%#!302!*,#2!+(!+()!(*,.#'()!#2!*0+%$#$!
),!#%0+*&/+!0+!2()!'03&()!'#)&5()!30!*(',+&*#*&/+!&+%0$0)#3(!'B)!0+!02!*(+%$(2!#!3&)%#+*&#;!0)!
)&+/+&'(!30!Tf&'.#$%&$f;!f0'&%&$f;!f%$#+)'&%&$f!(!f3#$!&+7($'#*&/+!#!(%$()fF!=!02!$&%,#2;!*0+%$#3(!
0+! 2#)! .0$)(+#)! =! 2(! :,0! -#*0+! 0+%$0! 022#);! ),)! ! -B4&%()! #+*0)%$#20)! 30! #)(*&#*&/+;! *$00+*&#);!
.#$%&*&.#*&(+0);!'(3()!.#$%&*,2#$0)!30!$02#*&(+#'&0+%();!7($'#)!=!'(3()!30!*('.#$%&$;!0)!30*&$;!
%(3(! #:,022(! 3(+30! )0! *(+)%$,=0! 5A+*,2(! =! )0! .0$'&%0! :,0! ,+#! *(',+&3#3! 7($%#20@*#! ),!
*(-0)&/+! =! .0$'#+0+*&#! #! %$#5D)! 30! 2#! 0<.$0)&/+! =! 2#)! $0.$0)0+%#*&(+0)! *('.#$%&3#)! 0+! 2#!
*,2%,$#!gi0$!Y2,)%$#*&/+!Rh;!3(+30!2()!#*%($0)!.(+3$B+!0+!.$B*%&*#!#!%$#5D)!30!2#)!*(+50$)#*&(+0)!
2(!:,0!)#40+!=!*/'(!50+!02!',+3(8!
!
!
!
!
!
!
!
!
!
!
!
!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
#U!=%('C-!g/.24!$E!=:..1068/96:0!/4!=139172E!'44/@4!:0!I256/!/05!):8629@E!,2B!C:7D!s!&:05:0V!(:19325P2E!#iai!

!
#\! [ POLITÉCNICO GRANCOLOMBIANO]
!

?*0%"#$&-.(!CB!J/)'*/%!&/,0(-&$&-/($*'%!)'!N$,'%!6$#'2!
!

!
O0'("'7!!4""37PPQQQB&/*/#$)/B')0P&/,,0(-&$"-/(P,'"$R)-%&/0#%'%P54'/#2P#'8*'S-1-"2P-()'SB4",!#'&03'#$)/!'(!,$#9/!>T!)'!CU>C!
!

E)%0! )#2%(! .#$#3&6'B%&*(! +()! 305,0250! #! 0)*0+#$&()! 3(+30! )0! %0?0! .$0*&)#'0+%0! 2#! *,2%,$#! #!
.#$%&$! 30! #*%()! *(',+&*#%&5()8! J#$0=! *(+*&40! 2#! *(',+&*#*&/+! *('(! ,+! 3#/&'%/! %-,A.*-&/;! #!
%$#5D)! 302! *,#2! 2#! $0#2&3#3! 0)! 3#/)0&-)$;! *(+)0$5#3#;! $0*,.0$#3#! =! %$#+)7($'#3#F! 0)%(! +(! 2(!
,4&*#'()! 0+! 2()! '03&()! )&+(;! )&6,&0+3(! #! +,0)%$(! #,%($;! 3(+30! 2#! *(',+&*#*&/+! )0! -#*0!
.#2.#4201!0+!2#)!#**&(+0)!)(*&#20)!3(+30!&+%0$5&0+0!02!20+6,#?0!g0+!),)!3&70$0+%0)!0<.$0)&(+0)h;!
2()!3&B2(6()!=!2()!3&)*,$)()8!!

_0'()!:,0$&3(!.(+0$!0+!02!'&)'(!+&502!20+6,#?0Q3&B2(6(Q3&)*,$)();!.#$#!+(!-#*0$!302!.$&'0$(!
,+! 7#*%($! %(%#2&@#+%0! 302! #*%(! *(',+&*#%&5(;! *(+! 02! $0*(+(*&'&0+%(! :,0! 0)%B! .$(7,+3#'0+%0!
&'.2&*#3(! 0+! 2()! (%$()! 3()8! `#$+0%%! "0#$*0Rk!+()! &2,)%$#! 0)%#! +(*&/+! 30)30! ),! -&./%0)&)! 302!
*(+)%$,**&(+&)'(!)(*&#28!a*,.#!#:,A!*0+%$#$!:,0!2#)!#**&(+0)!)(*&#20);!)(+!#!),!50@!.$(3,*%(!30!
),?0%()!&+%0$#*%,#+%0)!:,0!+(!*0)#+!30!.$(3,*&$!=!$0*$0#$!)&6+&7&*#3();!2(!:,0!0+!(%$#)!.#2#4$#)!
&+3&*#! :,0! +(! -#=! *(+)%$,*%(! *(+*2,&3(! )&+(! 0+! .0$'#+0+%0! .$(*0)(! 30! 02#4($#*&/+8! E+! 02!
'&)'(!%0<%(!30!"0#$*0;!'0+*&(+#+3(!#!C-($%%0$;!.$0*&)#!:,0!f02!)&6+&7&*#3(!30!,+#!0+,+*&#*&/+!
)&0'.$0! 0)%B! &+*(+*2,)(! =! 2(! :,0! 02! (%$(! -#*0! #! *(+%&+,#*&/+! 2(! *('.20%#;! .0$(! +,+*#!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
#b!f'%(='-!$E!</70299E!,12?:4!.:523:4!@!.29FA:7/4!8:.1068/86:0/234V!23N/4/d2!52!3/!92:7Y/!/!3/!N7/X64-!523!

:Gd296?64.:!/3!8:04971886:064.:!4:86/3!@!52!3/!72N724209/86S0!/!3/!72A32X6?65/5E!'0!,12?:4!f/7/56P.:4-!=13917/!
@!)1Gd296?65/5E!JKt!726.NEL!<120:4!%6724-!"[["!

!
[ COMUNICACIÓN SOCIEDAD ] 17
 !

307&+&%&5#'0+%0;!)(2(!#6$06#!#26(!'B)!#!0)0!.$(*0)(!30!*('.20%#$F!2(!:,0!02!.$&'0$!&+%0$2(*,%($!
#6$06#!*(+%$&4,=0!#26(!'B)!#!*('.20%#$2(;!=!#)A!),*0)&5#'0+%0fRq8!E)%0!'(5&'&0+%(!)0$.0+%&+(;!
:,0! 5#! =! 5&0+0! )&+! :,03#$)0! 0)%B%&*(! 0+! 02! '&)'(! 2,6#$! )&+(! :,0! #5#+@#;! *#'4&#+3(! 2()!
.#+($#'#);! #*0$*#! 2#! +(*&/+! 30! #'8*'S-1-)$):! 3(+30! 2()! ),?0%()! &+%0$#*%,#+%0)! 0+! 2#!
*(',+&*#*&/+!$0*&40+!.0$(!%#'4&D+!$0720?#+!=!5#+!%$#)7($'#+3(;!$0*$0#+3(!2#!*(+)%$,**&/+8!G0!
0)%#! 7($'#;! 02! )0+%&3(! 30! 2#! *(',+&*#*&/+! 5#! -#*&#! 2#! *(+7&6,$#*&/+! 30! +,05()! )&6+&7&*#3();!
#),+%(!:,0!0)!*,2%,$#2'0+%0!*2#$(8!

E2! #*%(! *(',+&*#%&5(;! :,0! 0+! 2#! *(%&3&#+&3#3! #)0'0?#! 0)%#! )&%,#*&/+;! 0)! 2#! *(+50$)#*&/+8! E)%0;!
:,0! 0)! ,+! -B4&%(! *,2%,$#2;! )0! ,4&*#! 0+! ,+! 0).#*&(! )(*&(Q-&)%/$&*(! *(+*$0%(! :,0! 0)%#420*0! =!
*(+3&*&(+#!2#!.$(3,**&/+!)(*&(*,2%,$#28!G0!0)%#!7($'#;!2()!3&)*,$)()!.$(3,*&3()!.($!2()!),?0%()!
&+%0$#*%,#+%0);! 0)%B+! 220+()! 30! 3&*-(! 0).#*&(! )(*&(Q-&)%/$&*(! =! *,2%,$#2;! :,0! %$#)! 2#! 3&+B'&*#!
)0$.0+%&+#;!0)!30*&$;!2#!$0*$0#*&/+!302!)&6+&7&*#3(;!-#*0!:,0!0)0!0).#*&(!)0!5#=#!*#$#*%0$&@#+3(!
30!'#+0$#!.#$%&*,2#$;!6#+#+3(!'#+0$#)!=!)&6+&7&*#3()!.$(.&()8!P!0)%(;!=!.#$#7$#)0#+3(!#!"0#$*0;!
2(!30+('&+#'()!7,0$@#!*(+%0<%,#2;!7#*%($!*2#50!#!%0+0$!0+!*,0+%#!0+!02!'('0+%(!30!0+%$#$!0+!
3&B2(6(!*(+!,+#!*,2%,$#!30+%$(!30!),!$0).0*%&5(!*(+%0<%(8!!

E2! 20+6,#?0! =! 2#)! .$B*%&*#)! )(*&#20)! *('(! 02! 3&)*,$)(;! )0! ),*030+! 0+! 2#! *(%&3&#+&3#3;! 0+%0+3&3#!
*('(! +&5020)! '&*$(! 30! &+%0$#**&/+! g0)h;! 3(+30! 2#! *(',+&*#*&/+;! *('(! .$(*0)(! )&'4/2&*(;!!
#3:,&0$0!,+!5#2($!5&+*,2#+%0!=!*(-0)&(+#3($!6$#*&#)!#!2#!.$(3,**&/+!=!$0.$(3,**&/+!30!.#%$(+0)!
)(*&(*,2%,$#20)! *('.#$%&3()Rm8! E)#! .$(3,**&/+! 0);! 30! -0*-(;! ,+! #*%(! *$0#%&5(;! 2(! *,#2! 2205#! #!
*(+)&30$#$! :,0! 2#! .$(3,**&/+! 30! 0)()! .#%$(+0)! +(! 0)! )&0'.$0! 2#! '&)'#! +&! -('(6D+0#8!
P6$06#$0'()! 0+%(+*0)! :,0! 2#! *(',+&*#*&/+! 0)! %#'4&D+! ,+! .$(*0)(! $0Q*$0#%&5(! 7$,%(! 30! ,+!
*('.($%#'&0+%(!$0720<&5(!30!2()!),?0%()!0+!*(',+&*#*&/+8!
!

<$!#'8*'S-1-)$)!)'!*$!&/,0(-&$&-.(!
!

G0)30! 2#)! .()%,2#*&(+0)! 30! J#$0=;! 2#! *(',+&*#*&/+! )0! 307&+0! *('(! /!$"/!.# /01&0'.1! *,=(!
.$(./)&%(!0)!!*2#$&7&*#$!2#!.$(3,**&/+!30!)$"&!6+)!)(*&#2'0+%08!!C&+!0'4#$6(;!20?()!30!)&'.2&7&*#$!
02! .#.02! 30! 2#! *(',+&*#*&/+! 30+%$(! 302! *(+?,+%(! 30! 2#)! *&0+*&#)! )(*&#20);! 0)%#! .0$).0*%&5#! 2#!
*('.20?&@#! .,0)! *(+3,*0! #! 2#)! .$06,+%#)! .($! 2#! 60+0$#*&/+! 30! 0)()! )0+%&3();! ),)! 7($'#);!
*(+3&*&(+0)!=;!,+#!.$0(*,.#*&/+!+(!'0+()!$0205#+%0;!2()!0)*0+#$&()8!\,0+%0)!=!i&3#20);!0+!),!
0)%,3&(! )(4$0! >()! 7,+3#'0+%()! 30! 2#! *(',+&*#*&/+;! $0%('#+! #! J#$0=! =! .$0*&)#+! 2#! #.,0)%#!
3&)*&.2&+#$!302!.$(70)($!+($%0#'0$&*#+(;!)069+!2(!*,#2!T.$(.(+0!$0.2#+%0#$!+,0)%$#!*(+*0.*&/+!
30! *(',+&*#*&/+! +(! *('(! ,+#! '0$#! $0720<&/+;! )&+(! *('(! ,+#! #**&/+;! *('(! ,+! .$(*0)(!
'03&#+%0! 02! *,#2! 2#! $0#2&3#3! 0)! *(+)%&%,&3#;! '#+%0+&3#! =! %$#+)7($'#3#8! >#! *(',+&*#*&/+!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
#\!o52.!!
#c !&:4!
249156:4! 4:86:813917/324! 728:0:820! 3:4! 2A289:4! 52! 3/! 8:.1068/86S0-! 20920565:4! 52452! 3/! 4:86:]
N468:3SP68/! @! 8:.:! 2A289:! 20! ! 23! :7520! 4:86/3V! '0! 3/! 97/5686S0! 4:86:813917/3-! 3/! 8:.1068/86S0! 8:.:! 3/!
J72LN7:51886S0!523!:7520!4:86/3E!!

!
#a! [ POLITÉCNICO GRANCOLOMBIANO]
!

)&'.20'0+%0!*(+)%&%,=0!,+!*(+?,+%(!30!.$B*%&*#)!-&)%/$&*#'0+%0!5#$&#420)!=!2#!*($$0).(+3&0+%0!
$0720<&/+!)(4$0!022#)8!P2!*0+%$(!0+%(+*0)!0)%B!02!20+6,#?0!=!),)!)&6+&7&*#3();!.($!2(!:,0!0'0$60!
*(+!%(3#!7,0$@#!2#!+0*0)&3#3!30!,+#!5&)&/+!-0$'0+D,%&*#!0+!,+!&+%0+%(!.($!0+%0+30$!#2!(%$(8!P)A;!
*$!&/,0(-&$&-.(!%'!"#$(%8/#,$!'(!0(!'(%$,A*'!)'!3#E&"-&$%!%/&-$*'%!)'("#/!)'!*$%!&0$*'%!%'!
-("'H#$(!&/(&'3&-/('%;!7($'#)!30!0<.$0)&/+!=!$02#*&(+0)!)(*&#20);!0)!30*&$;!)0!*(+5&0$%0!0+!0($!
'%"#0&"0#$!3$#$!*$!$&&-.(!40,$($!=!0+!,+!*(+?,+%(!30!7($'#)!0)%$,*%,$#20)!=!0)%$,*%,$#+%0)!30!
$02#*&(+0)!)(*&#20)URn!

"#$#! J#$0=! 2#! *(',+&*#*&/+! 0)! $0720<&5#! 0+! 02! )0+%&3(! :,0! )('()! $0720?(! 30! 2(! :,0! )0! +()!
*(',+&*#! =! %$#+)7&0$0;! .0$(! *('(! ),?0%()! .0+)#+%0)! %$#+)7($'#'()! 2(! :,0! )0! +()! -#!
*(',+&*#3(8! N(40$%! J$#&6;! )06,&3($! 30! 2#)! %0($A#)! 30! J#$0=;! )&+%0%&@#! 02! 7,+3#'0+%(! 30! 2#!
$0720<&5&3#3;!30)30!2#!*,#2!+(!)0!2&'&%#!#!30)*$&4&$!*('.($%#'&0+%();!.,0)!2205#!#!*('.$0+30$!2#!
*,2%,$#! :,0! 30! '(3(! .#$%&*,2#$! *$0#'();! T2#! *2#)0! 30! ',+3(! :,0! -#4&%#'()!
*(',+&*#%&5#'0+%0U;!$0720<&(+#$!)(4$0!022#!=!)(4$0!2#!'&)'#!$0720<&/+Ro8!
!
"#$#!!J#$0=;!2#!*(',+&*#*&/+!0)!,+!$&%,#2!0+!2#!'03&3#!:,0!*('(!,+!.$(*0)(!$0720<&(+#!)(4$0!
),)! #*%()! =! )(4$0! 2()! '&)'()! *#'4&()! (! %$#+)7($'#*&(+0)! 60+0$#3();! =! 0)%(! )0! 3#! 30! '#+0$#!
.#$%&*,2#$! )069+! 2()! *(+%0<%()! )(*&(*,2%,$#20)8! J&%#3(! .($! J$#&6;! '0+*&(+#! f+0'# (+6$1)# +,#
/+((0"!/.&!+"777/'$.&$# VH.&# V$# 6!)!"2$"0+0)15# *'$&$"6# &H$5# ($'$15# 6$)/'!3$7# W)# .# '$)01&# +0'#
)/!$"/$# !)777.# '$,1$%!:$# +"$7# X$# "+&# +"15# 6$)/'!3$# 3$H.:!+';# V$# /'$.&$# .# *.'&!/01.'# /+'"$'# +,#
/01&0'$# Y# /01&0'$# &H.&# 6$&$'(!"$)9# !"# *.'&9# &H$# Z!"6# +,# /+((0"!/.&!:$# V+'16# V$# !"H.3!&[\R7# P)A;!
$0720<&5#'0+%0!*$0#'();!0+!2(!.0$)(+#2!.0$(!0).0*A7&*#'0+%0!0+!2(!)(*&#2;!!,+!$&+*/+!.#$%&*,2#$!
'#$*#3(!.($!2#!7($'#!*('(!+()!*(',+&*#'()8!
>#!$0720<&5&3#3!*('(!%0($A#!30!2#!*(',+&*#*&/+!
3040! &+%0$.$0%#$)0! %#+%(! 0+! 2(! .0$)(+#2! *('(!
0+! 2(! )(*&#2;! '&$0'()! 2#! &+%0$.$0%#*&/+! 30!
J$#&61!
!!
#
?*0%"#$&-.(!GB!D'8*'S-1-)$)!-()-1-)0$*!2!H#03$*!
!
O0'("'7!!4""37PPQQQB&/*/#$)/B')0P&/,,0(-&$"-/(P,'"$R
)-%&/0#%'%P54'/#2P#'8*'S-1-"2P-()'SB4",!#'&03'#$)/!'(!,$#9/!>T!)'!
CU>C!
!
!
!
!
!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
#a!;>',*')!,%u%((e-!(/p3!@!u+M%&')!je,vw&')-!=/73:4E!;105/86:024!@!A105/.209:4!523!249156:!52!3/!8:.1068/86S0E!

='=@*'!,&]=%'+fE!I:092772@-!,E!&E-!IOX68:-!:891G72!52!"[##E!BBBE8/26NE:7P!
#i!=(%+j-!(:G279!*E!=:..1068/96:0!60!9R2!8:0?274/96:0!:A!56486N36024mE!(1446/0!g:170/3!:A!=:..1068/96:0!u:3E!

#!,E![!#-!NEcE!"[[a!
"[!+GY5E!

!
[ COMUNICACIÓN SOCIEDAD ] 19
 !

J$#&6! $0*,.0$#! 2#)! .$B*%&*#)! )(*&#20)! .#$#! *(+',%#$! 0+! 3(420! )0+%&3(! 2#! %0($A#8! E+! 02! +&502!
.0$)(+#2! 0)%B+! 2#)! #**&(+0)! =! 02! .0+)#'&0+%(8! ZM,D! &'.2&*#*&(+0)! %&0+0! .#$#! 2#! *(',+&*#*&/+!
*(+)&30$#$)0! ,+#! .$B*%&*#! )(*&#2[! ZJ,B+3(! )0! .,030! *#%06($&@#$! 30! 0)%#! '#+0$#[! \,0+%0)! =!
i&3#20)! #35&0$%0+! )(4$0! 02! .#$%&*,2#$1! T*.'.# F0$# 1.# /+(0"!/./!D"# )$.# /+")!6$'.'.# 0".# *'J/&!/.#
6$3$#6$#H.3$'#0"#/+"/$*&+#/01&0'.1#6$#1.#/+(0"!/./!D"#F0$#H.2.#'$,$'$"/!.#.1#&!*+#2$"$'.1#6$#
*'J/&!/.)#$"#1.)#F0$#1.#2$"&$#)$#!":+10/'.#)!"#!(*+'&.'#1+#F0$#/+(0"!/."9#*+'#1+#&."&+9#.,!'(.'#
F0$# 1.# /+(0"!/./!D"# $)# 0".# *'J/&!/.# /01&0'.1# $)*$/B,!/.9# "+# )D1+# )!2"!,!/.# .)0(!'# F0$# "+)#
/+(0"!/.(+)9#F0$#&$"$(+)#*'J/&!/.)#/+(0"!/.&!:.)#+#F0$#)+(+)#/.*./$)#6$#/+(0"!/.'#)+3'$#1.#
*'+*!.# /+(0"!/./!D"9# )!"+# )+3'$# &+6+9# F0$# 1.# *'J/&!/.# 6$# 1.# /+(0"!/./!D"# )$# H.# /+":$'&!6+# $"#
0".#*'J/&!/.#)!2"!,!/.&!:.#$"#)B#(!)(.UWR8!!
!

E)%#! $03&'0+)&/+! 30! 2#! $0720<&5&3#3;! ! &'.2&*#! 30+%$(! 30! 2#! .$B*%&*#! *(',+&*#%&5#! T,+#!
#,%(*(+*&0+*&#! =! $0720<&/+! )(4$0! 2#! *(',+&*#*&/+! 30! 2#! :,0! 30$&5#+! '0%#3&)*,$)()! g3&)*,$)()!
)(4$0!3&)*,$)()h!$070$0+%0)!#!.$B*%&*#)!'0%#3&)*,$)&5#)!(!7($'#)!30!$070$&$)0!#!2#!*(',+&*#*&/+!
*(+! .$(./)&%()! .$B*%&*()U WW8! P3'&%&$! 02! 3&)*,$)(! *('(! #**&/+! )(*&#2! +()! 2205#! #! *(+*04&$! 2#!
.$0)0+*&#! 30! ,+! )&6+&7&*#3(! 7$,%(! 30! 2#! &+%0$#**&/+! 0+%$0! 2()! #*%,#+%0)! 302! 3&)*,$)(;! 0)%(;! .($!
),.,0)%(;! 30+%$(! 30! ,+! '#$*(! )(*&(Q-&)%/$&*(! =! )(*&(*,2%,$#28! G0! 0)%#! '#+0$#;! 02! 3&)*,$)(! "+#
'$*'$)$"&.! ".6.# .,0)! 0)! .$(3,**&/+! 302! '('0+%(! *(+! 02! ,)(! 30! 2()! )&6+()! 30+%$(! 30! 2#)!
$02#*&(+0)!)(*&#20)8!

;(-)$)'%!AE%-&$%!)'!$(E*-%-%!
!

H,0)%$(!.$(./)&%(!0)!(4)0$5#$;!$0*(+(*0$;!*('.$0+30$!=!#*%,#$!*('(!*(',+&*#3($0)8!"0$(;!)&!0)!0+!2#!
*(%&3&#+&3#3!3(+30!.(30'()!50$!2#)!.$B*%&*#)!)(*&#20)!:,0!*(+7&6,$#+!2#!$02#*&/+!*(',+&*#*&/+Q*,2%,$#;!
Z*/'(! )0! 50+[! `#$+0%%! +()! .()&4&2&%#! ,+#! .&)%#! 30! #+B2&)&)1! KE0."6+# )$# *!$").# )$'!.($"&$# $"# 1+)# ./&+)#
/+(+# /+Y/+")&'0!6+)# 5# )$# *'$&$"6$# /+(*'$"6$'# 1.# /+(0"!/./!D"# H0(.".9# 1.# ($"+'# 0"!6.6# 6$# ."J1!)!)#
6$3$# )$'# 0".# &'B.6.# 6$# .//!+"$)7# S.'.# $"&$"6$'# 1+# F0$# ./+"&$/$# $"# 0"# (+($"&+# 6.6+9# 0)&$6$)# 6$3$"#
/+")!6$'.'1+#/+(+#/+Y/+")&'0!6+#*+'#1+)#$:$"&+)#/!'/0"6."&$)#5#$"#,0"/!D"#6$#1+#F0$#)0/$6!D#*'$:!.($"&$#
5#6$#1+#F0$#)0/$6$'J#6$)*0G)7#=)&.#&'B.6.#$)#1.#0"!6.6#3J)!/.#6$#."J1!)!)L#VM'$#&':!CUUCWB!
!

P:,A!0+%$#!0+!$02#*&/+!02!*(+%0<%(!=!),!7,0$@#!&'.2&*#%&5#;!*(+!2(!:,0!*(+*2,&'()!%('#+3(!2#)!
.#2#4$#)! 30! `#$+0%%;! :,0! T.#$#! 0+%0+30$! 2(! :,0! )0! -#*0! =! ! )0! .$(3,*0! 0+! ,+! '('0+%(!
30%0$'&+#3(! 3040! )0$! 5&)%(! 0+! ! ),! *(+%0<%(;! =#! :,0! +#3#! %&0+0! )&6+&7&*#3(! 7,0$#! 30! *(+%0<%(8!
]+(!3040!50$!2#)!*()#)!0+!),!*(+%0<%(!=!%#'4&D+!3040!50$!:,D!20!-#*0+!022#)!#!0)()!*(+%0<%()U!
g"0#$*0;!WccWh!8!
!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
"#!;>',*')!,%u%((e-!(/p3!@!Q!u65/324!j:0TF324-!=/73:4E!;105/86:024!@!A105/.209:4!523!249156:!52!3/!8:.1068/86S0E!

='=!@!*'!,&]=%'+fE!I:092772@-!,E!&E-!IOX68:-!:891G72!52!"[##E!BBBE8/26NE:7P!
""!+G65!

!
"[! [ POLITÉCNICO GRANCOLOMBIANO]
!

?*0%"#$&-.(!XB!;(-)$)'%!)'!$(E*-%-%!'(!0($!3#E&"-&$!%/&-$*!

!
!
P+%0!2#!.$06,+%#!Z*/'(!2#)!.$B*%&*#)!*(',+&*#%&5#)!#.($%#+!#!2#!*(+7&6,$#*&/+!30!&30+%&3#30)!=!
)0+%&3()! *,2%,$#20)! =! )(*&#20)! 0+! 02! .$0)0+%0[;! 3040'()! &+3#6#$! .($! (%$#)! *#%06($A#)! 30! 2#!
.$06,+%#;! *('(! 02! )&6+&7&*#3(! 30! &30+%&3#3;! )0+%&3(! =! .$0)0+%08! ! C&! 30! 2(! :,0! )0! %$#%#! 0)! 30!
#*%,#$! )(4$0! 2#! $0#2&3#3! .#$#! %$#+)7($'#$2#;! 02! #**0)(! )(4$0! 2#! '&)'#! -#! 30! -#*0$)0! 30)30! 02!
.$0)0+%0;!.0$(!D)%0!3040!#),'&$)0!.($!),?0%()!0+!)&%,#*&/+;!0)!30*&$;!),?0%()!*(+)*&0+%0)!30!),!
2,6#$!=!$#@(+#'&0+%(!30+%$(!30!0)%0!.$0)0+%08!G0!#:,A!2#!.$0'&)#!&+&*&#2!)(4$0!2#!'#+0$#!*('(!
+()! #*0$*#'()! #! 2#! $0#2&3#3;! .0$(! 3040! #+%&*&.#$)0! 2#! .$06,+%#! 30! */'(! +()! #30+%$#'()! #2!
.$0)0+%08!>#!.$(.,0)%#!30!J#$0=;!J$#&6!=!`#$+0%%;!+()!&+5&%#!#!-#*0$2(!30)30!2#!(4)0$5#*&/+!30!
0)%#)!.$B*%&*#)!)(*&#20)!0+!2#)!*,#20)!)('()!.$(%#6(+&)%#)!=!#*%($0)!30!#+%0);!30!#-($#!=!30!2(!
:,0!50+3$B8!H(!0)!.2#,)&420!-#*0$2(!)&'.20'0+%0!30)30!2#!#),+*&/+!%0/$&*#8!E)!+0*0)#$&(!)#2%#$;!
*('(!2#!'0%B7($#!30!`#$+0%%;!-#*&#!2#!.$#<&)8!
!
>#! *(%&3&#+&3#3! *('(! B'4&%(! 30! &+3#6#*&/+! =! 0)%,3&(! 30)30! 2#! .0$).0*%&5#! *,2%,$#2;! +()! $0%#!
*(+(*0$!2#)!.$B*%&*#)!!30!2()!),?0%()!=!2#)!$02#*&(+0)!0+%$0!0)%#)!.$B*%&*#)We8!E+!(%$#)!.#2#4$#);!2(!
30+(%#3(! 0)! 2(! :,0! $0*(+(*0'()! =! ,4&*#'()! *('(! .$B*%&*#)! *(',+&*#%&5#)! 30)30! 2#!
&+7($'#*&/+!.#)#+3(!.($!#+,+*&()!30!%(3(!($30+!-#)%#!'0+)#?0)!2&+6rA)%&*()!=!+(!2&+6rA)%&*()8!
>(! :,0! )0! .$(3,*0;! %&0+0! 0+! *#'4&(! ,+#! *(++(%#*&/+! )&'4/2&*#! s! $0720<&5#Q%$#+)7($'#%&5#;! 0)!
30*&$;! ,+#! *(+)%$,**&/+! 30! &'#6&+#$&()! =! )0+%&3()! :,0! *(4$#+! )&6+&7&*#3(! 30! #*,0$3(! *(+! 02!
$&+*/+!-,'#+(!3(+30!)0!30+!=!30!2#!'#+0$#!:,0!)0!30+;!=!0)#!#22A!3(+30!)0!0+7(*#+!2()!B'4&%()!
30!(4)0$5#*&/+8!!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
"KHANNO, Hardt. Critical Communication Studies. Commumcation, History & Theory in America.
op. cit., p. 181.!

!
[ COMUNICACIÓN SOCIEDAD ] 21
 !

?*0%"#$&-.(!YB!ZL',3*/%:!
'L'#&-&-/%!/!&$%/%!)'!
$3*-&$&-.(!3#E&"-&$!

!
""! [ POLITÉCNICO GRANCOLOMBIANO]
!

=+("'%-%!)'!&-'##'!)'*!"',$!

!
[ COMUNICACIÓN SOCIEDAD ] 23
 !

K?K<?[ID\O]\!

• JPNEV;!^#'0)!I8!J('',+&*#%&(+!#)!J,2%,$08!E))#=)!(+!L03&#!#+3!C(*&0%=8!H0t!V($b!u!
>(+3(+1!N(,%203608!E+!-%%.1llttt8*(2($#3(803,l*('',+&*#%&(+l'0%#Q
3&)*(,$)0)ld-0($=l$0720<&5&%=l&+30<8-%'!Rono8!

• JPNEV;!^#'0)!I8!E+((0"!/.&!+"#.)#E01&0'$7#E))#=)!+"#A$6!.#."6#C*0&$%=8!H0t!V($b!#+3!

• J()%#;!^(#+8!>#!*(',+&*#*&/+!*('(!#**&/+8CG!

• JNPYK;!N(40$%!d8!TJ('',+&*#%&(+!&+!%-0!*(+50$)#%&(+!(7!3&)*&.2&+0)U;!N,))&#+!^(,$+#2!(7!
J('',+&*#%&(+!i(28!R!H8!c!R;!.8m;!Wccn#8!

• KYGGEHC;!P+%-(+=!=!d]NHEN;!^(+#%-#+!g03)8h!>#!%0($A#!)(*&#2!-(=!gRonmh8!LD<&*(1!
P2&#+@#lJ(+)0?(!H#*&(+#2!.#$#!2#!J,2%,$#!=!2#)!P$%0);!J(28!>()!H(50+%#!H8!c!kR;!RooR8!

• _PNGd;!_#++(8!E'!&!/.1#E+((0"!/.&!+"#8&06!$)7#E+((0(/.&!+"9#]!)&+'5#^#TH$+'5#!"#
W($'!/.7!>(+3(+;!N(,%%03608!Rono;!..8!Rj!=!Rn8!

• LPNdvH!`PN`ENa;!^0)9)8!"0+)#$!2#!)(*&03#3!30)30!2#!*(',+&*#*&/+8!]+!2,6#$!
0)%$#%D6&*(!#.#$#!02!304#%0!#!2#!'(30$+&3#38!E+!
-%%.1ll3&#2+0%8,+&$&(?#80)l)0$520%l#$%&*,2([*(3&6(wWmccoje!!

• \]EHdEC!HPiPNNa;!N#92!=!iYGP>EC!KaHOx>EC;!J#$2()8!\,+3#*&(+0)!=!7,+3#'0+%()!302!
0)%,3&(!30!2#!*(',+&*#*&/+8!JEJ=dE!H>QJPEY"8!L(+%0$$0=;!H8!>8;!LD<&*(;!(*%,4$0!30!
WcRR8!ttt8*#0&.8($6!

• \]EHdEC!HPiPNNa;!N#92!=!iYGP>EC!KaHOx>EC;!J#$2()8!\,+3#*&(+0)!=!7,+3#'0+%()!302!
0)%,3&(!30!2#!*(',+&*#*&/+8!JEJ=dE!H>QJPEY"8!L(+%0$$0=;!H8!>8;!LD<&*(;!(*%,4$0!30!
WcRR8!ttt8*#0&.8($6!

IY>>YPLC;!N#='(+38!fJ('',+&*#%&(+)!#)!J,2%,$#2!C*&0+*0f;!?+0'".1#+,#E+((0"!/.&!+"9#i(28!Wj;!
H8!y!e;!Romj8!

!
"U! [ POLITÉCNICO GRANCOLOMBIANO]