Sistema Regional de Información
en línea para Revistas Científicas de América Latina,
el Caribe, España y Portugal

Implementation and development of communicative strategies is still incipient in the Spanish SME’s market. Companies keep using old techniques instead of moving forward on innovative plans due to the lack of knowledge regarding the effectiveness of new programs. This article offers a perspective on communication management in the mentioned framework based on an empirical research. The highlights have been given by foreign trade companies from Segovia (Spain) that operate in the broad range of activities covered by this study.

Advertising transmits values that help forming a kind of society or bring to light the changes that occur in it. Our society is experiencing a rising level of awareness about the need to build a world with values, or human values. In the recent past, the ONCE advertising campaigns for radio enjoyed great reputation for quality of implementation and production. Some of the spots produced for these campaigns came to famous advertising festivals like SanSebastian, later called “The Sun”. What is interesting for this paper is the use of values in advertising discourse for persuasion. The detailed analysis of these campaigns can shed light on the potential of radio in the transmission of oral culture of the signifier.

The business world is eager for management models that allow being more efficient, surrounded by a development and interest in building a social consciousness. The financial crisis of recent years has led the company to review and be aware of the importance to maintain ethical behavior, to strengthen the management of their own identity from values and from there to manage your image and corporate reputation transparent and reliable. In this context, communication and responsible relationship with its stakeholders, become a driving force of Corporate Social Responsibility within the organization, feeding each other, looking for a triple win: Business-Society-State.

Internet is the digital agora in where that all can participate. The European institutions can use the social networks like tools of dialogue with the citizens to attain his implication and commitment with the process of European construction. This investigation analyses the spaces in Internet of the main entities of the EU to check if they are using the new technological potentialities to converse directly with the citizenship or still keep a special attention to the media like intermediaries to transmit their messages to the public opinion.

In this article we try to perform a brief tour around the history of creativity up to the present. This research analyzes this concept from its very beginning focusing on its application to the advertising field, where the cited concept gets reinvented again and again in order to explore its new possibilities and situations.

Aún con los cambios en el enfoque educativo de las Instituciones Educativas, en la mayoría de los docentes todavía existe la creencia de que la función más importante de la evaluación de los alumnos es la de acreditación y certificación del aprendizaje y, lo que es más grave aún, en muchos casos se considera que la evaluación es una actividad independiente y externa al proceso de enseñanza; por lo tanto, los docentes continúan empleando los mismos instrumentos para evaluar los aprendizajes, generalmente el examen de conocimientos. El enfoque de la Educación Basada en Competencias requiere de una resignificación del proceso enseñanza-aprendizaje y del papel primordial que tiene la evaluación para que éste se desarrolle efectivamente, ya que los rasgos característicos de dicho enfoque exigen el desarrollo de un perfil profesional, de unos roles y de unas actividades diferentes a las que, tradicionalmente, desarrollaban tanto profesores como estudiantes. Este artículo retoma la conceptualización de competencias, de enseñanza y aprendizaje con la finalidad de establecer una base para proponer un modelo de evaluación integral del proceso enseñanza-aprendizaje acorde con la Educación Basada en Competencias.AbstractEven with the transformations taking place within educational approach of educational institutions, most teachers still believe that the most important function of evaluation is just the accreditation and certification of knowledge, and –even worse– most of them believe that evaluation is a process not related with education itself. This is why most professors still use the same evaluation instruments, such as knowledge exams. The competence based educational model requires a new understanding of the teaching-learning and evaluation processes. This is because the new model demands a new professional profile, new roles and new activities, which are different than those of the traditional model. This article studies the concepts of competences, learning and teaching in order to establish a base to propose a model of an integral evaluation of the teaching-learning process, useful in the new competence based educational model.Recibido: 12 de junio de 2010 Aceptado: 8 de noviembre de 2010

Presento un ejercicio de lectura inspirado en la teoría de la observación de Luhmann sobre el campo de la investigación educativa relacionada con desigualdades en México, a partir de las publicaciones de ciertos eventos académicos nacionales e internacionales realizados entre 1981 y 2004. Se trata de explorar el potencial de los planteamientos de Luhmann en relación con la construcción de conocimientos acerca de las desigualdades en educación, para ubicar las distinciones que se han puesto en operación en poco más de dos décadas, indagar si hubo (o no) cambios en sus configuraciones, y con ello, comprender las trayectorias en las configuraciones discursivas a través de eventos singulares que forman parte del entramado de los conocimientos educativos especializados.AbstractIn this paper I propose an exercise inspired by Luhmann’s theory of observation in the field of educational research about the inequalities in Mexico. To attain this objective I paid attention to the publications of certain national and international academic events that happened between 1981 and 2004. I explore the potential of Luhmann’s insights with regard to the construction of a field of knowledge in our country − inequalities in education− to locate the key distinctions that have been put in operation in little more than two decades, to inquire if there have (or have not) been changes in their configurations, and with it, understanding the trajectories in the discursive configurations across singular events as part of the framework of specialized educational knowledge.Recibido: 25 de enero de 2010 Aceptado: 29 de octubre de 2010