Scientific Research In The Field Of Social Communication In Cuban University Centers: An Approach To Its Correct Management

Abstract

The objective of this study is to propose strategic actions that direct and articulate scientific research in the field of knowledge of Social Communication from the fundamental functions of management, particularly in Cuban university centers. For this, techniques such as documentary analysis, interviews with experts and the strategic tool SWOT Matrix were used . It is considered that research in Social Communication in the aforementioned context of analysis has distinctive elements such as insufficient investigative culture of the actors, there are no guidelines that govern the management of research and low level of priority for scientific activity. It helps to visualize the importance of research management and to increase a necessary scientific culture in researchers based on a strategic framework that allows the field of study to be recognized not only as a professional field but also as a scientific and academic space.