Abstract

PEROZO DE JIMENEZ, Graciela. Communication Management Based on Cultural Organization and Corporative Identity in the National Open University . Revista de Ciencias Sociales [online]. 2006, vol.12, n.2, pp.363-376. ISSN 1315-9518.

The purpose of this study is to determine cultural organization and corporative identity as instruments of communicational management in the National Open University (UNA), in its local centers in the western part of the country. The research employed was descriptive but with a quantitative focus. The population was made up of 138 members of the academic staff at the western campuses in the country, and the total simple was 103 members of the academic personnel. A questionnaire was utilized to collect data with the purpose of obtaining information as to corporative communication in the UNA on two dimensional levels: the cultural organization and the corporative identity. Ten experts evaluated the instrument for validity of content, and a confidence coefficient of 0.90 was obtained. Descriptive analysis was used as a data analysis technique by means of frequency distributions and arithmetic means. As a result the principle characteristics of organizational behaviour and corporative identity were determined for academic personnel in the western branches of the UNA.

Keywords : Corporative communication; cultural organization; corporative identity; distance education.