Resumo

The position inside the Institutional Communications System:  beyond the discourse. Punto Cero [online]. 2009, vol.14, n.18, pp.33-42. ISSN 1815-0276.

Abstract This theoretical investigation explores the conceptual framework for an analytical category proposal oriented toward the dynamic analysis of media institutions inside the Institutional Communication System (ICS). Concepts from General Systems Theory, Sociology of Culture and Communication Theory support the category Position inside the ICS. Its main advantage lies in the methodological ability to describe and analyze both the inherent characteristics of the media and its adaptation to new reproduction conditions and references. The category is specially meant to apply in social crisis contexts. The research is based on the bibliographical investigation technique.

Palavras-chave : institutional communication system; system theory; autopoiesis; position inside the institutional communication system; dialectical communication theory; anchorage; strategic readjustment; communicology; media analysis.

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