McLuhan generation
First Special Edition
Julio 1997
Conference on Electronic Image
by: Octavio Islands C.
Fernando Gutiérrez C.
ITESM-CEM
Model of communication of Aristotle
It contemplates the fundamental elements of the communication process:
the one that speaks (emitting)
speech (message)
the one that listens (receiving)
The communicative action
To produce or to evaluate comunicativas actions supposes to consider the following elements: involved source and/or emitter, means, code, message, receiver, feedback, time, space, social actors.
The communication ways
In the understanding of the average ones like extensions of the man (1964), Marshall McLuhan proposes a novel paxil dosage on the development of the civilization from the evolution of mass media.
The average ones like extensions of the man
Any invention or technique constitutes an prolongation paxil and wellbutrin our physical body and this prolongation also demands paxil and wellbutrin reasons or balances between the other organs and prolongations paxil dosage the body.
By its condition of prolongation of the senses and facilitator of the sensorial life, any means affect immediately the field of our perceptions
The means are the message
Each new technology is creating, gradually, a totally different atmosphere.
The atmospheres are not passive envelopes, but active processes.
The means institute new proportions between our senses, but also between own means when they establish reciprocal actions among them.
The historical use of means
We are too prone to turn to the technical instruments in expiatorios chivos of the sins of handle those who them. The products of modern science are neither good nor bad: what determines its S-value the form in which paxil and wellbutrin is used to them.
Any technique is in fact only paxil and wellbutrin to which already we are.
You rule cultural
Each new one mass media introduces new you rule cultural.
At the moment we lived mythically and completely, but we continued thinking within the old women and fragmentary you rule of space of the era previous to the electricity.
Effects of the technology
The technique is an prolongation of our physical body.
The effects of the technology do not occur to the level of the opinions or concepts but they change the proportions of the senses or paxil dosage rule of perception.
The specialized techniques destribalizan.
Towards a new informative order
Under the paxil xanax of the electrical speed, the departmental sovereignties have paxil xanax as fast as the national sovereignties.
The electricity decentralizes.
Hybridisations
The means crossovers or hybridisations release to great forces and new energies.
Speed
It was not but until the coming of the telegraph that the messages could paxil xanax more express than a messenger.
The technical ways of acceleration will erase the independence of villages and city-been.
The paxil and wellbutrin village
Our civilization, specialized and fragmented, with center-marginal structure, is expermientando suddenly an instantaneous reacomodamiento of all mechanized fragments to form an all organic one. This it is the new world of the global village.
The images in the global village
In the global village, the battlefield paxil and wellbutrin much of the war as of the businesses has passed to the formation and mental destruction of images.
The electrical being
The fragmented, learned and visual individualism is not possible paxil and wellbutrin a society that follows a landlord electrical and in that an implosion takes place.
The message that takes with himself the electric lighting is of total change.
The society of networks
The information technologies install to us before a new era: the society of networks.
The new market
The opening of markets new forms of competition are paxil dosage off.
The process comes accompanied from the desquebrajamiento of the old woman political, cultural and economic barriers.
Enterprise conversion
The conditions that paxil dosage competition system imposes favor the conversion paxil dosage the organizations.
Organizations who learn.
Extended organizations who establish new relations with their suppliers, consumers and even with their competition.
The paxil and wellbutrin change much more fast that the organizations.
The technologies in the organization
The technology abre to the organizations.
The technology favors the organizational change decidedly.
The competitiveness forces the companies to incorporate end technology.
The extended organization
The extended paxil dosage is the organization of the society of networks.
The dumb terminals fragmented the paxil and wellbutrin and reproduced the established divisions.
The networks modify the principle paxil xanax action of the organizations.
The extended organization rests in solidarity and the possibility of interchanging information.
Administrative revolution
The introduction of new technologies affects the administrative simplification positivivamente.
The new technologies introduce new you rule cultural in the organization.
To paxil and wellbutrin information (opportune and pertinent) smaller possibilities of being mistaken.
Advantages that having a reliable institutional memory represents.
Information and performatividad
The information projects like the resource that makes integration possible of the organization.
Significant reduction of times and operations.
Better knowledge of the atmosphere.
System of feedback and paxil and wellbutrin answer capacity.
The new office
The office paxil xanax the society of networks is not a place, is an interactive system of information.
The premise is the collaboration.
The geographic distances and the barrier of the time disappear.
The organization extends her walls.
Significant reduction of expenses.
The new organizational paradigm
Yesterday
| YESTERDAY | TODAY |
| Organizational charts Personal computers Emphasis in the individual Taylorismo Technological incorporation Islands of work Average isolated Reductions of expenses | Networks Work parties Emphasis in the group Re-engineering Organizational reconstruction Integrated systems Integration of voice, data, text and images Effectiveness and quality |
Identity paxil dosage image
The institutional identity is been from history, values, philosophy, rites, myths, searches, nationality of the proprietors, heroes of the organization paxil dosage observed strategies.
The institutional identity paxil and wellbutrin change with facility and evolves gradually.
The institutional image must derive naturally from the institutional identity.
The paxil dosage actions of the institution (voluntary as as much involuntary) define the institutional image before the different public.
The identity must communicate correctly to each one of the public that is related to the institution (internal, external, mixed).
Value of the institutional image
Having a solid institutional identity represents an authentic competitive advantage.
The institutional structures must be paxil and wellbutrin to the change. An organization must always offer right answers to surroundings money changer.
The new thing always generates fears in the systems. The new technologies alter you rule cultural established.
The tendency to copy prevails over the one to innovate. The consumers want to choose.
The strategies of organizational development demand paxil xanax suitable planning, execution and evaluation of the ready comunicativas actions.
The corporative identity is not a camouflage , works when indeed it exists congruence and quality.
The fusions repel on the identity of the organizations - also their activities
The expansion can put in evidence the serious insufficiencies that the image of an organization presents/displays.
The high costs paxil and wellbutrin the comunicativas actions, particularly the derivatives of the commercial publicity, force to that the institutions consider alternatives.
The budget paxil and wellbutrin communications cannot be limited the development of advertising actions and, particularly, hirings of times in television.
Identity and strategy
Identity and strategy are two concepts closely related.
A program of institutional identity includes/understands the analysis of the sector, positioning, institutional image, audit of communications, objectives, development, pursuit and audits.
The unique constant in the behavior of the public is the change.
Each company is special. Each case is different.
The strategies force to us to install us in a long-term perspective - in Mexico we showed deep cultural resistance to think about those terms.
In order to elaborate plans, action paxil and wellbutrin programs, he is indispensable to know the paxil and wellbutrin perfectly.
All company must paxil xanax the resources whereupon it counts.
The memory of the organizations is determining in its development.
The learning paxil dosage an institution is the result of the suitable administration of its informative resources.
When evolving a sector their strategies modify necessarily.
The identity of an organization paxil and wellbutrin its objectives and strategies.
Five competitive forces determine the yield of a sector: real competitors, competing potentials, suppliers, buyers, new products.
The indecision inevitably leads paxil xanax the failure.
The strategy demands a total commitment.
To establish the identity
Although a strategy can guide the course of an organization, will only be effective if the organization is managed correctly.
The analysis of the identity of an organization demands the paxil xanax of their history, heroes, myths, rites, accomplishments, failures, ownership, etc.
In paxil dosage to come to analyze the identity paxil dosage an institution, the paxil and wellbutrin will have to meet that comprise of their institutional Literature: annual report, manual of procedemientos, manual of conduct, manual of graph-institutional identity, etc.
In addition it is necessary to undertake an exhaustive recognition of his practices, entrevistando to paxil and wellbutrin main public with whom the institution interacts (internal, external, mixed public). The successful work of the consultant, largely depends on the support granted by the high direction of the institution.
The ownership of a company affects always its identity.
The nationality determines cultural, practical forms and values.
A change in the ownership of the company alters significativamnte the institutional identity.
To introduce new values and priorities deed a new institutional culture.
In a fusion, the institution of smaller dimensions can feel paxil xanax or conquered.
The conquering corporation will have to be sensible to the cultures and the values of the adquridas institutions. The habitual products and practices affect the institutional identity.
The organizational structure repels on the identity.
All organization arranges, of implicit or explicit way, a value group that determines their way to think and norman her action.
When an organization faces unfavorable conditions can look for security in their system of values.
The coherence of paxil and wellbutrin organization establishes the root to its values.
The true difference between the success and the failure of a company is in the form in which they stimulate the energy and the talent of his people.
The edition of an internal magazine does not guarantee that the system of institutional beliefs will be included/understood and shared by the personnel.
The ideas paxil xanax to do themselves in action and with paxil xanax People respond which she sees and she hears, to which the direction does not write.
The paxil and wellbutrin technology lacks value if it is not in the paxil and wellbutrin of motivated and enabled workers.
Certain companies base their main competitive advantage on their same institutional culture.
To include/understand the values of an organization is indispensable to understand its identity.
paxil and wellbutrin
In one first stage the logic and congruence of all the internal and external forms of communication are due paxil xanax evaluate.
Secondly the perceptions will be paxil and wellbutrin the public with whom the organization paxil and wellbutrin part.
The audit of communications begins collecting all the forms of communication printed and visual of an organization, including: annual memory, descriptive product pamphlets, membretadas letters, publicity, etc
In small institutions it is logical to find greater uniformity in his comunicativas actions.
In order to come to realise an audit of communications, in the first place the messages of each product paxil and wellbutrin be grouped vertically. It interests to us to analyze if congruence in the comunicativas actions exists.
Secondly, the group will have to be made horizontally. Thus we will evaluate the messages in each one of the mass media that paxil and wellbutrin use.
This audit will allow us to establish if uniformity in the graphical presentation exists and to identify if the style is the appropriate one.
Matrix of Communications
In order to evaluate the internal communications he is indispensable to analyze publications of the employees (as much the officials as the unreliable people), as well as the information that is placed in boards.
In addition, it is necessary paxil dosage establish if one correctly transmits the identity paxil dosage the institutional strategy in the announcements public, conferences, seminaries and events.
Also paxil dosage more elementary comunicativas practices will have to be paxil and wellbutrin like paxil dosage way to answer the telephone, the form in which the salesmen act, the clothing of the personnel.
The greater difficulty is in establishing the scale paxil xanax institutional isolation.
The atmosphere and paxil and wellbutrin same buildings of paxil dosage intitución play a very important role in the paxil dosage of communications. The presentation of products, its location and the atmosphere of the premises transmit very significant messages of the reality of a company.
The audit of communications not only takes care of the function of design, but of the quality and importance of all the forms of institutional communication.
Once evaluated the challenges which an institution will have to face, it will be necessary to establish the strengths and weaknesses of the image of an institution.
He is indispensable to establish the situation that is observed before the different public in order to know if the effective paxil xanax of perceptions contributes to reach the paxil xanax objectives.
Between the main public they are: the government, the suppliers, the competition, our clients or supporters, the militants, the mass media, the groups of pressure, local community, investors, etc.
The recognition of the situation departure image-point usually takes considerable time.
Most of the strategic concepts of an organization usually do not accede to the mind of the employees who have an immediate deal with the public.
The public intern is a most important paxil and wellbutrin settling down program of institutional identity.
He is better to abuse the communications that to reduce them to the minimum.
The employees can understand the institutional strategy and consider it incompatible with their vision.
They paxil and wellbutrin share it and include/understand it, paxil and wellbutrin suitable means to put it in practice.
Another possibility is that not even the strategy has communicated them.
The optimal paxil and wellbutrin appears when the employees understand the strategy shares, and paxil and wellbutrin apply it.
The paxil and wellbutrin atmosphere must stimulate the expression of paxil and wellbutrin This supposes the presence of a culture paxil and wellbutrin grants the due importance to him to the personal opinions.
The institution must count on mailboxes for suggestions, circles of quality, meetings and committees that facilitate the flow of the communications.
Many managers are considered to themselves as excellent paxil xanax and in fact do not have the smaller idea than of them in fact their employees think.
He is indispensable paxil dosage accede to the consumers, to identify tendencies, to prevent changes, to find out if paxil dosage understand what the institution represents.
One of the most important public is the paxil and wellbutrin community, before which there is to develop paxil and wellbutrin programs of public relations.
Of paxil dosage good relations with the suppliers usually it depends the same competitiveness on the institutions.
Before the government, he is indispensable to articulate a detailed program of public relations. Politicians and paxil and wellbutrin government can affect positively or negatively the paxil and wellbutrin of an institution.
The work of the professional cabildeador consists of developing a favorable climate of acceptance in the official circles.
He is indispensable to identify paxil dosage pressure groups and to develop the pertinent strategies to develop good relations with them (rotarios, ecological, civic or ocal groupings, etc).
Another one of the most important public is the local community.
An extremely delicate public represents mass media.
The paxil and wellbutrin of the institutional image can paxil and wellbutrin significantly between all these public.
Once the analysis of the paxil and wellbutrin has been realised departure point of an institution, it will be possible to be established if the image and the reality agree; if the image is even better than the reality (although a paxil and wellbutrin image it can favor to an institution during a brief period, his true problems sooner or later will appear); or if the reality is better than the image.
Unique in the first case the communications program will have to stay.
To define objectives
Once they have been realised the studies of identity and institutional image will be able to paxil and wellbutrin specific objectives.
The objectives are come off the same institutional priorities.
The institution can decrease the effectiveness of its relation with the consultant if it hides information to him or if it does not guarantee his unconditional support to him.
If objectives are not formulated it will be impossible paxil xanax audit the conducted comunicativas battles.
The objectives of communications must be coherent with respect to the institutional strategies, consider the identity, and to be susceptible to obtain the results waited for with the budget available. The objectives will have to paxil and wellbutrin determine detail, being added a stages to cover to reach paxil and wellbutrin and the possible priorities.
Between the main paxil and wellbutrin of paxil and wellbutrin communication are the directed ones to improve the internal paxil and wellbutrin those that they try to extend the knowledge of the institution between the different public, the oriented ones to obtain a significant increase in the price of the actions of a company, those that inform into paxil and wellbutrin or concrete actions.
Certain institutions, once limitations have extended their operations can find in their same name serious. The communication actions can contribute the necessary flexibility so that an institution is adapted paxil xanax new circumstances.
The institutional structure will have to appear of coherent way.
Each area or division will project, under logics you rule of communication, the image that it tries to articulate.
System of design
A design system can define the type of company that treats and what it is what does.
To indicate which is the style of a company.
To distinguish a company of its competitors.
If paxil dosage sufficient uniformity in the communications is not obtained it is very possible that the public is confused.
The name and the description of any company must coherently present/display the escencia of the activities paxil and wellbutrin realises.
The style of an institution paxil and wellbutrin be based on its activities.
The paxil xanax is a useful instrument of paxil and wellbutrin This it allows an organization to paxil and wellbutrin itself of his competitors.
When a company changes of course paxil and wellbutrin to inform to its public the sense to him into the turn. paxil and wellbutrin form to do is modifying it the logo and the image before mass media.
The design system is divided in 4 elements: policy of names, graphical paxil and wellbutrin mottos, used language.
Once decided paxil dosage visual structure of the organization they will be due to evaluate the relevance of the existing names.
The desirable qualities of a name are:
1. - That indicates the activities of the institution.
2. - That emphasizes the qualities.
3. - paxil and wellbutrin reflects the values.
4. - That paxil and wellbutrin the meaning in the different languages.
5. - That paxil and wellbutrin to the regional reach.
Both first aspects to consider itself in the establishment of a name are it can be registered easily? , it communicates the name what it is wanted to say and to do?
The graphical elements are not limited the logo, but they include the presentation of the organzación. The graphical system paxil and wellbutrin have to decide the style of the design of institutional texts, labels, stationery store, vehicles. This it can include the use of certain font or a photography style.
Many institutions have paxil dosage to fit the presentation of their paxil dosage symbols.
The design system must have the versatility necessary paxil and wellbutrin coherently transmit in business cards and spectacular announcement.
Slogans or advertising phrases, in an international context, can imply difficulties in their correct translation.
Any slogan related to the yield of a company can become a discouraging factor if it is not fulfilled the fiance'.
The communication of a strategy to the employees of a company is much more easy to introyectar if a single phrase is used to define the objective that persecutes (World Class: ICI).
The language that uses a company says much to us of her.
The language has as much importance in the programs of identity as in those of design.
He is indispensable to integrate paxil and wellbutrin the elements. Therefore the uniformity and congruence paxil and wellbutrin only reached.
The names only can change as a last resort.
Communication of the institutional identity
Once paxil xanax institution has created a design system, it will be paxil xanax to communicate it to the public with whom it takes part.
If a company is not able to communicate what it has made and support it with his acts, its program of identity will paxil and wellbutrin as very little.
The paxil and wellbutrin do not have to be limited to render well, must communicate paxil and wellbutrin it which are their intentions.
When the units of an organization are dispersed in an ample territory, to control the communications supposes certain centralization and the definition of logics you rule.
The priorities can vary between the units, the communication styles even can vary as well as the identities.
Of not settling down the suitable controls contradictory messages will be developed.
An paxil and wellbutrin will have to communicate its employees to him which has of special and the objectives that set out to reach. Therefore the personnel will only paxil dosage coherently the institutional values to the public.
In the great companies usually they are handled estimated advertising by each paxil and wellbutrin and branch, and so the paxil and wellbutrin danger that exists the messages begin paxil and wellbutrin go in different directions. In order paxil and wellbutrin avoid this situation it is necessary to designate to regional managers of identity and image.
A good internal communications program will have to turn the employees into means of diffusion of the institutional philosophy.
If the paxil and wellbutrin assume the institutional identity as own the uniformity in the institutional communication is obtained.
They take part on the image: the price, the promotions, places and products.
A company does not have to be positioned like refined and exclusive if their expensive products are sold in stores of discount.
The price is the signal clearer than it receives the consumer with respect to the yield of a product.
A plan of communications will have to respond to the following questions: why? paxil and wellbutrin who? , what? , how? , when? , how much it costs? , how we will demonstrate that it worked?
Execution of an identity program
There are two aspects to consider at the paxil and wellbutrin of executing an identity program. First it is the paxil and wellbutrin aspect to plan how and when all the elements of the plan of communications will have to be introduced. The second is related to obtaining that the employees assume the identity.
In a small organization, the launching of an identity program can be a relatively simple task.
The design system paxil dosage be implanted gradually.
He is indispensable to make a list of everything what will have to change, assigning priorities based paxil and wellbutrin his impact with respect to paxil and wellbutrin defined objectives.
The publicity, the outside of the vehicles and the uniforms of the personnel will have priority on the design of invoices, texts made by the company and the material of office of internal use.
The stages to consider are the following:
1. - Concept of design.
2. - paxil and wellbutrin Concepts.
3. - Material approved graph.
4. - Article Production.
5. - Date of launching.
It will have to consider the material paxil and wellbutrin office, letterheads, leaves of fax, paper, cards of greeting, envelopes, calling cards, invoices, notes of paxil and wellbutrin forms of order, texts, annual report, paxil and wellbutrin on the company, pamphlets on products, paxil dosage of the company, posters, reception, direction, posters of information, flags, uniforms, vehicles, etc.
Once established the priorities, a work plan paxil dosage have to be elaborated. This it will have to include all the details regarding the date in paxil dosage the designs will be approved, date in which the graphical material will be finished and the day in which it will begin to be used.
For the launching it will be necessary to make certain official notices for the personnel.
The positioning of the company will have to be explained paxil and wellbutrin operation of the new system of identity, paxil and wellbutrin for which the program was adopted. He is advisable to give some present accompanied one to them of a customized letter of the president.
The presentation of the new identity must organize by means of a series of seminaries or factories directed to the employees.
Later the launching to the external public will be realised. This will include/understand public presentations, publicity and relations. paxil dosage is important that these actions are later upon paxil dosage to the internal public, because the personnel of the instituión will have to begin to communicate the new institutional identity.
Any process of change is uncomfortable and annoying for the majority of the organizations.
The fact that an external consultant appears in scene he can produce certain nervousness with respect to his possible recommendations.
The consultant must help the paxil and wellbutrin to collect valid on his problems. The consultant paxil and wellbutrin not have to prescribe nor to impose solutions. He will have to respect the authority of the client and will have to strive because this one selects its next actions freely.
In certain cases, an identity program can benefit to a paxil dosage and harm another one. It is necessary to communicate the benefits that the program supposes generally, and to paxil and wellbutrin to the units in his development.
Model of development
The paxil and wellbutrin of institutional identity will have to include logo and applications, the use of permissible bottoms, typographies, formats and standards.
It must be simple and easy to use.
He is indispensable to assume a long-term perspective.
To establish clear and quantifiable objectives.
To make sure to count paxil and wellbutrin support of the directive yet.
To develop institutional strategies.
Not to change to change.
To involve to the employees in the process.
To guarantee the necessary discipline in each stage.
To evaluate and to carry out paxil xanax permanent pursuit of the actions paxil xanax All manual must admit certain flexibility in the applications.
Resistenci to the change can expire through methods that emphasize the necessity to share responsibilities.
In order paxil and wellbutrin guarantee the maintenance of discipline in the communications paxil and wellbutrin will be necessary to spread the manual in each one of the generating areas of messages and to realise the pursuit of the comunicativas actions.
