Thinking of media as organizations

Abstract

This article proposes to integrate Agenda-Setting theory with knowledge brought forth by the Organizational Communication. Such integration allows better understanding certain internal factors of media that act like contingent conditions in the relation between media and public agendas. Taking the case of Cuban media for example, this article analyze a group of deficiencies in both, Internal and External Communication that affect the relation between media and public. Several elements were identified as to the main sources of the problem: incoherence among Internal Communication, identity of the media and self-perception of the journalists; besides, a deficient communication to external publics and also a weakness of the image of media as active, social, and relatively independent actors