Comunicación y ONGD. La necesidad de una mirada sobre lo comunicativo más allá de su dimensión instrumental
Abstract
This article presents a view on the communicative dimension of Non-Governmental Organizations for Development that goes beyond the instrumental aspect by considering the relationship with conventional media just as a part within their communication strategies. It proposes the need to change the massmedia communication, mainly oriented to fund collection, to a communication conceived like part of horizontal and participative, more extense processes contributing to social change.
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