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MEDIA LITERACY AND INTERCULTURAL DIALOGUE<br />

Strategies, Debates and Good Practices<br />

<br />

The educational institutions are not immune to these changes in the<br />

environment. The mission of these institutions provides for the dissemination of<br />

knowledge, social presence, dissemination of values and messages to society<br />

and establish quality relationships with their targets.<br />

So, Social Media tools pose new direct communication channels with society,<br />

institutions, members of the educational community, government... In short,<br />

educational institutions with the general public.<br />

Communication is no longer one-way ...<br />

Translative Model-informative communication process<br />

CÓDIGO<br />

EMISOR<br />

RECEPTOR<br />

CONOCIMIENTOS<br />

IDEAS<br />

INFORMACIÓN<br />

MENSAJE<br />

CONOCIMIENTOS<br />

IDEAS<br />

INFORMACIÓN<br />

To be an experience that allows educational institutions to disseminate the<br />

knowledge generated and interact and converse with their audiences.<br />

This continuous feedback has also generated changes in communication<br />

departments of educational institutions. One example is the press release, it is<br />

no longer a static (sent only to the media) to be a dynamic and a great power of<br />

diffusion. That is now a press release or news spreads through email, on the<br />

Web (RSS), SlideShare, Youtube, Facebook, Twitter, Delicious, Flickr. And the<br />

information generated by these channels is shared and disseminated by other<br />

channels even exchanged. That is, a shared video on YouTube is also<br />

published on Twitter. And a photo posted on Flickr is shared on Facebook. The<br />

possibilities of knowledge dissemination and news generated become almost<br />

endless.<br />

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