Resumen

FERRARI, María Aparecida. Comunicación y Cultura: análisis de la realidad de las Relaciones Públicas en organizaciones chilenas y brasileñas. Cuad. Cent. Estud. Diseño Comun., Ens. [online]. 2012, n.40, pp.46-64. ISSN 1853-3523.

The article examines the roles and the practices of Public Relations professionals in Brazilian and Chilean organizations. Through an analysis of the principal concepts of Public Relations and Communications, it is shown that the legitimacy of these areas is linked to local political, economic, social and cultural factors. The results of the analysis named Influence of organizational values in practice and the role of public relations professionals: Comparative Study between organizations in Brazil and Chile by Ferrari (2000) reveal that both Chilean and Brazilian organizations are making a transition from authoritarian to participative cultures, which is associated to the phenomena of market globalization, new management styles, the opening of the economy, political stability and greater participation of the population in the life of an organization. Despite the evolution registered by organizations in Chile and Brazil in the last decade, the research results continue to be relevant, as confirmed by a new investigation project by Ferrari (2010) in course.

Palabras clave : Communication; Culture; National culture; Organization; Organizational culture; Organizational values; Public Relations.

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