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La comunicación corporativa opera en un entorno cada vez más complejo y exigente. Las presiones desde el entorno de la organización implican nuevas rendiciones de cuentas, compromiso con los grupos de interés, aumento del cinismo público y un nuevo ecosistema comunicativo. Internamente, también aumenta la presión por demostrar el retorno de la inversión, junto a requerimientos para entrenar y aconsejar a los directivos expuestos a estas presiones del entorno. Este contexto requiere profesionales capaces de articular y demostrar claramente cuál es su contribución a la generación de valor. Este libro presenta un marco de trabajo para poder hacerlo, así como una lista de las capacidades esenciales que deben adquirir y demostrar aquellos profesionales que quieran situarse en las esferas más in?uyentes de cualquier organización. Se trata de un texto breve; perfecto para quienes aspiran a mejorar la práctica profesional, MBAs y otros programas de posgrados, especialmente para aquellos estudiantes y profesionales que desean perseguir una carrera exitosa, capaces de trabajar estratégicamente en la alta dirección de organizaciones excelentes.

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This book analyses modernity and tradition in China today and how they combine in striking ways in the Chinese school. Paul Willis – the leading ethnographer and author of Learning to Labour – shows how China has undergone an internal migration not only of masses of workers but also of a mental and ideological kind to a new cultural landscape of meaning characterized by the worship of the glorified city, devotion to consumerism and fixation with the smartphone and the internet. Massive educational expansion has been a precondition for explosive economic growth and technical development, but at the same time it provides sites where the new meets the old in the experiences, practices and developing self-identities of students and future generations of workers and citizens. In the closed walls of the school and the inescapability of its `scores`, an astonishing drama plays out between the new and the old with a tapestry of intricate human meanings woven of small tragedies and triumphs, secret promises and felt betrayals, helping to produce not only exam results but cultural orientations and occupational destinies. Willis presents the human stories, the everyday human habitations and facilitations of how vast change comes about in local registers and feelings. The conformists and educational achievers have a particular way of relating to modernity that involves duty, delay and sacrifice – perhaps without end. Those failing or rebelling in school find their own more immediate ways of relating to modernity but it is a different and more brutal kind of modernity, arrived at with apparent enthusiasm but great cost. By exploring the cultural dimension of everyday experience as it is lived out in the school, this book sheds new light on the enormous transformations that have swept through China and created the kind of society that it is today, a society that is obsessed with the future and at the same time structured by and in continuous dialogue with its past.

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In this book Paul Willis, a renowned sociologist and ethnographer, aims to renew and develop the ethnographic craft across the disciplines. Drawing from numerous examples of his own past and current work, he shows that ethnographic practice and the ethnographic imagination are vital to understanding the creativity and irreducibility of experience in all aspects of social and cultural practice. Willis argues that ethnography plays a vital role in constituting 'sensuousness' in textual, methodological, and substantive ways, but it can do this only through the deployment of an associated theoretical imagination which cannot be found simply there in the field. He presents a bold and incisive ethnographically oriented view of the world, emphasizing the need for a deep-running social but also aesthetic sensibility. In doing so he brings new insights to the understanding of human action and its dialectical relation to social and symbolic structures. He makes original contributions to the understanding of the contemporary human uses of objects, artefacts and communicative forms, presenting a new analysis of commodity fetishism as central to consumption and to the wider social relations of contemporary societies. He also utilizes his perspective to further the understanding of the contemporary crisis in masculinity and to cast new light on various lived everyday cultures – at school, on the dole, on the street, in the Mall, in front of TV, in the dance club. This book will be essential reading for all those involved in planning or contemplating ethnographic fieldwork and for those interested in the contributions it can make to the social sciences and humanities.

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