Master's Thesis: System of actions to organize the design management of government political communication in Cuba.

Abstract

The Cuban Revolution, at its 6th decades, is going through one of the periods of greatest ideological offensive against its political, economic and social system. In recent years, this situation has found a propitious space for unfolding in the virtual universe, where narratives designed to weaken the hegemony of the Cuban political project are posted every day from social networks or the "alternative" media.
At the same time, the conditions of access to these virtual platforms have been considerably expanded in the country, and it is estimated that more than half of the national population interacts with it. However, a scientific program has not been developed to the same extent that allows to position, systematically and effectively, the contents that support the action of the Cuban political project.
Said scientific program, which has to operate in the field of political communication, cannot be conceived without a particular look from design management, an activity that can significantly contribute to differentiation in the development of communication solutions, to strategic positioning before the various audiences and the contribution of transmedia content from the intervention of different spheres of professional design performance. For this, it is necessary to implement a system of actions at the strategic, tactical and project levels, in those institutions with a role in the government's political communication.