New strategic theories in communication

• Grant number: 12/10434-5
• Support Opportunities: Research Grants - Visiting Researcher Grant - International
• Start date: October 07, 2012
• End date: October 20, 2012
• Field of knowledge: Applied Social Sciences - Communications - Public Relations and Propaganda
• Principal Investigator: Margarida Maria Krohling Kunsch
• Grantee: Margarida Maria Krohling Kunsch
• Visiting researcher: Rafael Alberto Perez Gonzalez
• Visiting researcher institution: Universidad Complutense de Madrid (UCM), Spain
• Host Institution: Escola de Comunicações e Artes (ECA). Universidade de São Paulo (USP). São Paulo , SP, Brazil

Abstract

The current class has its origins in response to a question that many have asked PhD Rafael Alberto Pérez over the last seven years: "How do you build a strategy?" The people who usually ask this question are graduate students who participate in the classes Dr. Pérez has taught in 150 universities, learning institutions and organizations in 15 different countries. It is clear that everyone knows how to make a strategy, as they routinely do so in their work environment. But they either aren't sure that they do it in the best way possible or, wisely, want to improve their processes - maybe both. The course intends to familiarize participants with the theoretical changes of the last decade in the fields of Management, Strategy and Communication. The class revolves around the New Strategic Theory (NTE), proposed by Rafael Alberto Pérez and the Half Moon Bay, a movement lead by Gary Hamel, currently also known as "reinventing management". Pérez seeks, through theoretical reflections and as an observer of social realities, to explain the complexity of contemporary society through communication in the context of strategy. Pérez is internationally renown as a reference in the studies of Strategic Communication, and his main book, "Communication Strategies" (2001; 2008), in its 4th edition, constitutes a real treaty on the matter. Through theoretical rupture from commonplace beliefs, Pérez hopes to present a new perspective and methodology that will help students to improve their communication strategies (social, political, organizational, etc.) and also put in check some crystalized certainties that are not necessarily correct. (AU)