Internal Communication 2.0 - Formanchuk & Asociados

Internal Communication 2.0: A Cultural Challenge
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Other angles I think about are:
• What is the capacity of social media to mediatize contents? What model of
communication, architecture or communication layout do they recommend?
• In what ways do these social media allow or don’t allow the articulation of relationships
between 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 IC
scheme. Period!
There isn’t a “virtual” world. All is real. And all is mediatized for a reason. This book you’re
reading now is real even though you may be reading it through a “virtual” medium. If I insult you
in the next sentence, you will ask me why and I won’t be able to tell you: “Ah, no, that happened
in 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 and
our communications are always “real” and always have consequences. Therefore, there isn’t a
communication scheme 2.0 and a regular or real communication scheme. There’s
communication. Period!
Version 0.1 – Alejandro Formanchuk 22