MANAGEMENT OF THE SOCIAL COMMUNICATION PROCESS. INESCAPABLE PROFESSIONAL PRACTICE IN THE MANAGEMENT OF CONTEMPORARY CUBAN SOCIETY

Abstract

The article aims to present a bibliographical review on the process of social communication and its inevitable management to illustrate and raise awareness of the importance it currently has. He starts from the understanding that the name social communication implies all expressive works that have some collective dimension, in which he is the protagonist of articulations/disarticulations of things, behaviors, and ideas. This condition of possibility is given by a level of complexity that is unknown in our country due to the prevalence of instrumental visions that are harmful. It will be assertive and productive when it is channeled and driven through a strategic conception and managed in a conscious and inclusive manner of all its components and possible actions. This makes it possible to make social communication coherent with the aspirations and structural and functional actions that it inevitably accompanies and objective, among them the processes of decision-making and government management.