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Las auditorías de comunicación desde una perspectiva académica

Las auditorías de comunicación desde una perspectiva académica

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Published by: maxibongio on Dec 04, 2010
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06/23/2014

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FAP A_KM[HYMAP KO FA @HC_DM@A@MHD HYLADMWA@MHDAFKOPKO _DA UOYPUO@[MRA A@AKÍCM@A OP[AKH_DMKODPO
Bokoym`h Rayhda Cakymk
MD[YHK_@@MÐD
Fa ca}hyãa ko fap hyladmwa`mhdop {modkod a apcmy qo p uoyphdaf paio `hcdm`aypo& } qo uhy fh{ad{h fa `hcdm`a`mðd dh op d apuo`{h ko fa rmka hyladmwa`mhdaf qo coyow`a da a{od`mðd opuo`maf$Op{a bafpa apd`mðd op fa qo na fforakh a fap hyladmwa`mhdop a `hd`od{yay pp yo`yphp ncadhp }o`hdðcm`hp od h{yhp apuo`{hp qo po `hdpmkoyad cáp bdkacod{afop uaya of bd`mhdacmod{h obm`aw kofa cmpca& {afop `hch fap bmdadwap } fhp apd{hp {í`dm`hp$ Uhy h{ya uay{o phd c} uh`ap fap hyladmwa`mh#dop qo nad uhkmkh rafhyay of mcua`{h qo fa `hcdm`a`mðd {modo od fa pa{mpba``mðd `hd of {yaiagh& od of`hcuyhcmph hyladmwa`mhdaf } od fa obm`mod`ma } uyhk`{mrmkak ko fa cmpca$Fa `hcdm`a`mðd op of pmp{oca doyrmhph ko fa hyladmwa`mðd& pmd `hcdm`a`mðd dh op uhpmifo p bd`mh#dacmod{h$ Fa `hcdm`a`mðd na`o uhpmifo qo fa lod{o po hyladm`o& kobmda pp higo{mrhp& ogo`{o pp{ayoap& `hcuay{a pp mkoap& {hco ko`mpmhdop& yopofra uyhifocap } lodoyo `acimhp$ Af cmpch {mocuh fa`hcdm`a`mðd na`o uhpmifo qo po `yoo d acimod{o khdko fhp mdkmrmkhp po pmod{od rafhyakhp `hch uoyphdap$ Uoyh fhp pmp{ocap } uyá`{m`ap ko `hcdm`a`mðd ko da hyladmwa`mðd& `hch uapa `hd {hkap fapa`{mrmkakop ncadap& phd pp`ou{mifop ko ko{oymhyh `adkh dh po {modo op{aifo`mkh d pmp{oca uoyca#dod{o ko orafa`mðd } coghyacmod{h$ Op od fa i÷pqoka ko da yopuop{a a op{a do`opmkak qo pylmo#yhd fap akm{hyãap ko fa `hcdm`a`mðd$Of uyhuðpm{h ko op{o odpa}h op o~acmday& kopko da uoypuo`{mra a`akícm`a& of kopayyhffh } fa uyá`{m`ako fap akm{hyãap ko fa `hcdm`a`mðd hyladmwa`mhdaf od fhp OO$__$ Uaya offh uyopod{h iyorocod{o fhp{ocap pmlmod{op71- @hd`ou{h } Hymlod ko fap Akm{hymap ko fa @hcdm`a`mðd Hyladmwa`mhdaf&9- Uoypuo`{mrap [oðym`ap&0- Higo{mrhp&;- Cí{hkh } [í`dm`ap& }?- Yopf{akhp$
@HD@OU[H ] HYMLOD KO FAP A_KM[HYÃAP KO FA @HC_DM@A@MÐD
Fa akm{hyãa ko fa `hcdm`a`mðd hyladmwa`mhdaf po na kobmdmkh `hch d uyh`oph ko kmaldðp{m`h qo{modo `hch uyhuðpm{h o~acmday } coghyay fhp pmp{ocap } uyá`{m`ap ko `hcdm`a`mðd md{oyda } o~{oydako da hyladmwa`mðd od {hkhp pp dmrofop .Kh|dp& 1=>>: Nacmf{hd& 1=><-$ Fa uymcoya kmcodpmðd koda akm{hyãa op fa orafa`mðd kof pmp{oca } ko fap uyá`{m`ap ko `hcdm`a`mðd ko da hyladmwa`mðd {ad{ha dmrof ca`yh `hch cm`yh$ Af dmrof ca`yh fa akm{hyãa oraf÷a fa op{y`{ya bhycaf o mdbhycaf ko fa`hcdm`a`mðd& fa `hcdm`a`mðd md{oykouay{acod{af& } fa `hcdm`a`mðd `hd fhp pmp{ocap o~{oydhp qomcua`{ad a fa hyladmwa`mðd$ Af dmrof cm`yh oraf÷a fap uyá`{m`ap ko `hcdm`a`mðd md{oyuoyphdaf } lyuafod pp kmboyod{op dmrofop$ _da akm{hyãa ko fa `hcdm`a`mðd o~acmda {acimíd fap uyhk``mhdop`hcdm`a`mhdafop ko da hyladmwa`mðd {afop `hch nmp{hymo{ap& co{ábhyap& pãcihfhp& ay{oba`{hp& } fhp`hcod{aymhp qo fa lod{o ko fa hyladmwa`mðd na`o od pp `hdroypa`mhdop kmaymap$ Bmdafcod{o& da akm{hyãako fa `hcdm`a`mðd uoko orafay {acimíd fap bhycap ko kmp{hypmðd pmp{ocá{m`a ko fa `hcdm`a`mðdqo lodoyad fap op{y`{yap ko uhkoy ko da hyladmwa`mðd$
 
Fa h{ya kmcodpmðd md{olyad{o kof uyh`oph ko fap akm{hymap ko fa `hcdm`a`mðd op of kopayyhffh koyo`hcodka`mhdop od`acmdakap a uyhchroy fhp `acimhp do`opaymhp uaya coghyay of pmp{oca } fap uyá`#{m`ap ko `hcdm`a`mðd ko fa hyladmwa`mðd$ Op{a poldka kmcodpmðd& af{acod{o odba{mwaka uhy fhp `hd#pf{hyop hyladmwa`mhdafop& op uyá`{m`acod{o mldhyaka od fap akm{hyãap yoafmwakap kopko fa a`akocma$Uaya fhp `hdpf{hyop coghyay fa `hcdm`a`mðd hyladmwa`mhdaf op of higo{mrh uymd`muaf ko da akm{hyãa&cmod{yap qo uaya fhp mdrop{mlakhyop a`akícm`hp of higo{mrh uymd`muaf op fa uyhk``mðd ko `hdh`mcmod#{h phiyo fa `hcdm`a`mðd hyladmwa`mhdaf .Kaddmofp adk Pumjoy& 1==1-$Fhp uymcoyhp op`ym{hp phiyo of {oca ko fa orafa`mðd ko fa `hcdm`a`mðd hyladmwa`mhdaf auayo`moyhd odfhp Op{akhp _dmkhp a uymd`mumhp ko fhp añhp 1=?5 .Karmp&1=?0& Dmfpod&1=?0& Hkmhydo& 1=?;-$ Kopkood{hd`op& fa uyhk``mðd a`akícm`a phiyo of {oca na o~uoymcod{akh d kopayyhffh `hdpmkoyaifo `hd famdrop{mla`mðd yoafmwaka od {opmp ko caop{yãa& kmpoy{a`mhdop kh`{hyafop& mdrop{mla`mhdop uyopod{akap od`hdrod`mhdop& } fa uifm`a`mðd ko ay{ã`fhp } fmiyhp .Lyoodiac& Nh|ayk N$& Noff|ol& Ppad A$& adkBaf`mhdo& Ya}chdk F$&1=>0-$Of kopayyhffh cáp pmldmbm`a{mrh ko fap akm{hyãap ko fa `hcdm`a`mðd hyladmwa`mhdaf po kmh a uymd`mumhpko fhp añhp <5 `hd fa auaym`mðd ko fhp {yop uymcoyhp uyh`okmcmod{hp o mdp{ycod{hp ko akm{hyãa ko fa`hcdm`a`mðd$ Of uymcoy uyh`okmcmod{h `hdh`mkh `hch ªM@A @hccdm`a{mhd Akm{º po mdm`mð od1=<1& ua{yh`mdakh uhy M@A .Md{oyda{mhdaf @hccdm`a{mhd Apph`ma{mhd-$ Op{o uyh`okmcmod{h ko akm{hyãamd`f}o fap pmlmod{op {í`dm`ap ko orafa`mðd7 d `op{mhdaymh `hd 199 uyold{ap& od{yormp{ap adáfmpmpko yokop ko `hcdm`a`mðd& o~uoymod`map `yã{m`ap ko `hcdm`a`mðd& } d kmaymh ko `hcdm`a`mðd.Lhfknaioy& 1=>2- Of poldkh uyh`okmcmod{h bo kopayyhffakh uhy Hpch A$ \mmh } Cay{{m Nofpmfa odBmdfadkma od of añh 1=<; } po `hdh`o `hch ª[no F[[ Akm{ P}p{ocº& dhciyo ko Mdp{m{{h ko Mdrop{m#la`mðd ko Bmdfadkma qo ua{yh`mdð fa mdrop{mla`mðd$ _da roypmðd `hyyolmka kof F[[ Akm{ P}p{oc& ofH@F .Hyladmwa{mhdaf @hccdm`a{mhd Korofhucod{- bo yoafmwaka uhy Hpch A$ \mmh od 1=<>$ Op{o uyh`okmcmod{h `hdpmp{o ÷dm`acod{o ko d `op{mhdaymh qo `hd{modo da poymo ko uyold{ap `oyyakap }khp uyold{ap aimoy{ap .Lyood#iac& Noff|ol adk Baf`mhdo 1=>0-$ Of {oy`oy uyh`okmcmod{h `hdp{a kod `op{mhdaymh ffacakh ª@hccdm`a{mhd Pa{mpba`{mhd Qop{mhddamyoº qo bo kopayyhffakh uhy Kh|dpadk Nawoy .1=<2-$ Op{o mdp{ycod{h qo oraf÷a of dmrof ko pa{mpba``mðd ko fhp ocufoakhp ko da hyla#dmwa`mðd `hd fap uyá`{m`ap ko `hcdm`a`mðd& na pmkh pakh uaya yoafmway cáp ko 05 akm{hyãap ko fa`hcdm`a`mðd uymd`muafcod{o od Op{akhp _dmkhp .@facum{{ adk Kh|dp& 1=><-& uoyh {acimíd od Cí~m#`h .Rmkaf& 1=>9-& La{ocafa .Rayhda& 1=>>& 1==1-& Ap{yafma .Kh|dp A$& 1==1- } Dmloyma .Jmh& 1=<=-$Op{o mdp{ycod{h bo yormpakh } acufmakh od 1==5 uhy @af \$ Kh|dp } po fo kmh of dorh dhciyo koª@hccdm`a{mhd Akm{ Qop{mhddamyoº$ Fa roypmðd od opuañhf ko op{o mdp{ycod{h ffacakh ª@op{mh#daymh ko fa Akm{hyãa ko fa @hcdm`a`mðdº bo yoafmwaka uhy Rayhda .1==1-$ Fhp ba`{hyop ko fa pa{mpba`#`mðd `hd fo `hcdm`a`mðd qo oraf÷a op{a dora roypmðd phd fhp pmlmod{op71- Mdbhyca`mðd phiyo fa Hyladmwa`mðd&9- Mdbhyca`mðd phiyo of [yaiagh&0- @fmca Lodoyaf ko fa @hcdm`a`mðd&;- @hcdm`a`mðd ko fhp Puoyrmphyop&?- @hcdm`a`mðd ko fhp Piaf{oydhp&2- @hcdm`a`mðd od{yo fhp Ocufoakhp&<- Orafa`mðd kof [yaiagh Mdkmrmkaf&>- Cokmhp ko @hcdm`a`mðd&=- @hcdm`a`mðd ko fa Loyod`ma }15- @hcdm`a`mðd od{yo fhp Kouay{acod{hp$
 
Of uyh`okmcmod{h ko akm{hyãa kopayyhffakh uhy Kh|dp .1=>>- md`f}o {acimíd h{yap {í`dm`ap ko ora#fa`mðd akocáp kof `op{mhdaymh& {afop `hch fa od{yormp{a } fap o~uoymod`map ko `hcdm`a`mðd `yã{m`a$ A uay{my ko 1=<; fa ca}hyãa ko {o~{hp dmroypm{aymhp ko `hcdm`a`mðd hyladmwa`mhdaf od fhp Op{akhp_dmkhp ocuowayhd a md`fmy d `auã{fh kokm`akh a fa orafa`mðd ko fap uyá`{m`ap ko `hcdm`a`mðdhyladmwa`mhdaf .Lhfknaioy& 1=<;7 Kadmofp adk Pumjoy& 1==1-$ ] a bmdafop ko fhp añhp h`nod{a nm`moyhdp auaym`mðd fhp uymcoyhp khp fmiyhp phiyo akm{hyãa ko fa `hcdm`a`mðd hyladmwa`mhdaf .Nacmf{hd&1=>< } Kh|dp& 1=>>-$
UOYPUO@[MRAP [OÐYM@AP KO FAP A_KM[HYÃAP KO FA @HC_DM@A@MÐD
Fap akm{hyãap ko fa `hcdm`a`mðd hyladmwa`mhdaf uokod `hd`oimypo } yoafmwaypo kopko uoypuo`{mrap`hd`ou{afop kmboyod{op$ Fap {yop cáp `hdh`mkap od Op{akhp _dmkhp phd fa bd`mhdafmp{a& fa md{oyuyo{a{mra} fa `yã{m`a$Fa uoypuo`{mra bd`mhdafmp{a {yakm`mhdaf `hd`mio a fap hyladmwa`mhdop `hch ªcáqmdapº  ªhigo{hpºqo uokod poy op{kmakhp `hd fhp `hd`ou{hp } cí{hkhp {yakm`mhdafop ko fap `mod`map ph`mafop .Kaddmofpadk Pumjoy& 1==1-$ Fhp bd`mhdafmp{ap `yood qo fa `hcdm`a`mðd hyladmwa`mhdaf op da a`{mrmkak higo#{mra hipoyraifo qo uoko uhy fh {ad{h poy cokmka& `fapmbm`aka } yofa`mhdaka `hd h{yhp uyh`ophphyladmwa`mhdafop$ Uhy offh da akm{hyãa bd`mhdafmp{a ko fa `hcdm`a`mðd hyladmwa`mhdaf o~acmda uymd#`muafcod{o fap op{y`{yap bhycafop o mdbhycafop ko fa `hcdm`a`mðd& fap uyá`{m`ap ko fa `hcdm`a`mðdqo {modod qo roy `hd fa uyhk``mðd& fa pa{mpba``mðd kof uoyphdaf& of cad{odmcmod{h ko fa hyladmwa`mðd} fa mddhra`mðd$ Fa uoypuo`{mra bd`mhdafmp{a pa d uyh`oph ko kmaldðp{m`h od of `af of akm{hy apcofa yopuhdpaimfmkak `apm {h{af kof kmpoñh } fa `hdk``mðd kof cmpch .higo{mrhp& cí{hkhp& } fa md{oyuyo{a#`mðd ko fhp yopf{akhp-$ Uhy of no`nh ko pay `hd`ou{hp } cí{hkhp uyormacod{o op{aifo`mkhp po km`o qofa `hyymod{o bd`mhdafmp{a akhu{a da uoypuo`{mra ªkopko boyaº ko fa hyladmwa`mðd$ Uaya fa uoypuo`{mrabd`mhdafmp{a& of higo{mrh bdkacod{af ko da akm{hyãa op ko{o`{ay } `hyyolmy fap uyá`{m`ap ko `hcdm#`a`mðd qo op{ád mcumkmodkh fa uyhk``mðd } fa obm`mod`ma ko fa hyladmwa`mðd$ Op uhy op{h qo op{a uoypuo`{mra na pmkh a`paka ko poyrmy uymd`muafcod{o fhp md{oyopop ko fa akcmdmp{ya`mðd } loyod`ma ko faocuyopa$H{ya `hyymod{o cáp chkoyda kod{yh ko fa uoypuo`{mra bd`mhdafmp{a& `hdh`mka `hch bd`mhdafmpch `hd#{ocuhyádoh& akhu{a da rmpmðd cáp kmdácm`a kodfh qo op da hyladmwa`mðd r kof uauof ko fa `hcdm#`a`mðd kod{yh ko fa cmpca$ Fhp bd`mhdafmp{ap `hd{ocuhyádohp `hd`miod fa hyladmwa`mðd `hch d„pmp{oca rmrmod{o” md{olyakh uhy pipmp{ocap } od `hdp{ad{o md{oya``mðd `hd h{yhp pmp{ocap o~{oydhp .Chdlo&Bayyoff& Ompodioyl& Cmffoy adk \nm{o& 1=>;-$ Op{a dora uoypuo`{mra md`hyuhya `moy{hp ofocod{hp {oðym`hp} co{hkhfðlm`hp ko fa uoypuo`{mra md{oyuyo{a{mra& ko fa `yã{m`a& } ko fa {ohyãa ko pmp{ocap$Fa uoypuo`{mra md{oyuyo{a{mra ro a fap hyladmwa`mhdop `hch ‖`f{yap– .Ua`adh|pj} adkH”Khddoff#[ygmffh& 1=>1-$ Fap hyladmwa`mhdop& `hch fap `f{yap uhpood d `hdgd{h ko `yood`map }rafhyop& } d fodlago qo po yobfogad od fhp pãcihfhp& fhp ym{hp& fap co{ábhyap& fap nmp{hymo{ap& od ofpmp{oca ko yofa`mhdop } od of `hd{odmkh ko fap `hdroypa`mhdop$ Uhy oph uaya of md{oyuyo{a{mrmp{a fa hyla#dmwa`mðd op d bodðcodh cáp imod pigo{mrh qo higo{mrh uhy poy da yoafmkak ph`mafcod{o `hdp{ymkacokmad{o fa `hcdm`a`mðd .U{cad& 1=>9-$ Uhy offh of akm{hy md{oyuyo{a{mrmp{a po `od{ya od of pmldmbm`a#kh ko fap a``mhdop } uyhk``mhdop `hcdm`a`mhdafop ko da hyladmwa`mðd .pãcihfhp& nmp{hymo{ap& co{á#bhyap& `hd{odmkh ko fap `hdroypa`mhdop& o{`$- } od fa cadoya `hch po hymlmdad } kopayyhffad op{ap uyh#k``mhdop `hcdm`a`mhdafop$ Of akm{hy md{oyuyo{a{mrmp{a& a kmboyod`ma kof bd`mhdafmp{a md{od{a kop`# iymy `ðch fhp cmociyhp ko fa hyladmwa`mðd md{oyuyo{ad } o~uoymcod{ad fa rmka hyladmwa`mhdaf pmd mc#

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