Revista Latina

Referees' reports - 2010


The article addresses an area that could be qualified as emerging in the field of communication studies: a revaluation of the importance placed on the communication management in organizations.

This is an important article because it addresses the strategic consideration afforded to communication in third sector organisations and therefore studies the actions of the organisations that are linked to the organised civil society. The article is particularly relevant at this time when the global crisis has forced the social actors to adopt new forms of interaction.

The study has a good theoretical basis, with referential data that rightly contextualise the object of study basis and provide reflections from an analytical perspective, that may serve as the basis for future studies on third sector organisations and, in general, for the analysis of the communication flows and strategies of social actors in complex societies, as it is currently the case of Mexico. The article is based on a suitable bibliography, which makes it an interesting proposal. Therefore, I recommend its publication without changes.

Miguel Túñez, Ph.D. - Full Professor at the School of Communication Sciences of the University of Santiago de Compostela.

Reports on the article:

The article examines the so-called Third Sector Organisations (TSOs), which include civil organizations, non-governmental organizations and civil society organizations, and their impact as generators of social capital, community, cohesion, and an organised collective, which are the basis for social development.

The study highlights the ability of organisational communication to generate transparency, credibility, and a good reputation, which are the assets of the social capital and the central axis of the work of the TSOs. Strategic and integral communication generates strong links and trust between the public, private and social actors, and can help TSOs to gain the legitimacy they need to work with, stimulate and activate the civil society, and also to obtain the cooperation and resources that are needed to achieve a sustainable development.

Within this context, the article highlights the systemic approach of Bertalanffy’s (1975) organisational theory and its relevance in the management of interrelations of the organisation and its internal and external environments. It also highlights the productive communication of Abraham Nosnik (2003), who emphasises the importance of the fusion of information, dialogue and feedback to conquer objectives when working with the public.

Under this framework, the article examines the case of Mexico, where unlike other contexts the civil society exhibits a low organisational development, due to such factors as the paternalistic and authoritarian governmental policies, the lack of public policies to guarantee an appropriate legal and fiscal framework for the development of the TSOs, as well as the lack of professionalism and the implementation of an effective communication in the Mexican TSOs.
It is clear that the TSOs “exist to communicate”, unlike the rest of the organisations which “communicate in order to live”.
Karina Valarezo – Professor and Researcher at the Private Technical University of Loja, Ecuador.

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