Soñar futuros para construir el presente: La comunicación prospectiva estratégica para el desarrollo
Abstract
La sociedad compleja en la que estamos insertos nos desafía a construir el futuro actuando desde el presente a partir de imágenes de futuro elaboradas sobre la base de nuestros sueños y de nuestras utopías. La prospectiva es una herramienta metodológica y promotora de la creatividad que invita a la construcción de ese futuro partiendo de la base de que nada está decidido y todo está por crearse. El futuro está en nuestras manos y lo construyen los "actores sociales". Desde la perspectiva comunicacional lo público se configura en las relaciones entre los actores. Pensar el desarrollo hoy exige vincularlo a la idea de bien público y su construcción es una responsabilidad del conjunto de la sociedad. Es necesario abordar la reconstitución y resignificación de lo público, como lugar simbólico pero también como espacio material de participación, de construcción de alianzas y elaboración de propuestas. Esta búsqueda colectiva del desarrollo tiene que traducirse en estrategias de comunicación.
The complex society in which we live challenges us to build the future while taking actions today that are based on future images drawn from our dreams and our utopias. In the context of future studies, foresight is a methodological and creativity-inducing tool that encourages the construction of the future based on the idea that nothing has been determined and everything is about to be created. The future is in our hands and "social players" build it. From a communicational stance, the public domain is shaped within the relationships that take place among players. Thinking about development today demands that it be linked to the idea of public goods, and its construction is the responsibility of society as a whole. It is necessary to address the reestablishment and resignification of the public domain, not only as a symbolic place but also as the material space for participation, building alliances and developing proposals. The outcome of this collective pursuit for development must result in communication strategies.
The complex society in which we live challenges us to build the future while taking actions today that are based on future images drawn from our dreams and our utopias. In the context of future studies, foresight is a methodological and creativity-inducing tool that encourages the construction of the future based on the idea that nothing has been determined and everything is about to be created. The future is in our hands and "social players" build it. From a communicational stance, the public domain is shaped within the relationships that take place among players. Thinking about development today demands that it be linked to the idea of public goods, and its construction is the responsibility of society as a whole. It is necessary to address the reestablishment and resignification of the public domain, not only as a symbolic place but also as the material space for participation, building alliances and developing proposals. The outcome of this collective pursuit for development must result in communication strategies.
Description
Vol. 12, No. 14