HERE AND NOW - Formanchuk & Asociados

Internal Communication 2.0: A Cultural Challenge_______________________________________________________________________________Other angles I think about are:• What is the capacity of social media to mediatize contents? What model ofcommunication, architecture or communication layout do they recommend?• In what ways do these social media allow or not allow the articulation of relationshipsbetween senders-receivers-prosumers? What is the logic?That is, the mediatization of contents and relationships.7. There isn’t an IC 2.0 scheme and a regular IC scheme. There is an ICscheme. Period!There isn’t a “virtual” world. All is real. And all is mediatized for a reason. This book you’rereading now is real even though you may be reading it through a “virtual” medium. If I insult youin the next sentence, you will ask me why and I won’t be able to tell you: “Ah, no, that happenedin the virtual world, don’t get mad at me”. If a company’s image is torn apart on a YouTube video,their shares will fall in the “real” world and not in the market of “virtual values”. That is, we andour communications are always “real” and always have consequences. Therefore, there isn’t acommunication scheme 2.0 and a regular or real communication scheme. There’scommunication. Period!Alejandro Formanchuk 24