Communicational Configuration of the BUAP Student Cultural Promoter Program

Towards strategic communication

Abstract

Mexican public universities face significant challenges in disseminating culture. In this context, the BUAP Student Cultural Promoter Program emerges as an initiative to strengthen the exercise of cultural rights. The article aims to identify the dimensions of the program's communication, with the purpose of designing communication strategies for university cultural management.

Four communication dimensions are recognized from the perspective of Massoni's enactive strategic communication (2016): informative, ideological, interactional, and sociocultural. The methodology of the study is qualitative in approach and descriptive in scope, through the application of an audit to products and the program’s communication spaces.

The findings highlight the interactional and sociocultural dimensions as the weakest, suggesting the resignification of university spaces as environments for cultural expression. On the other hand, the informational and ideological dimensions require strengthening to promote greater visibility and institutional participation.