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Digital competence and its importance for the exercise of organizational communication in territory

Abstract:

This research analyzes the importance of digital competence for the exercise of institutional communication in territory. For this purpose, a case analysis was structured focusing on the professional profile of the communicator of six institutions in the city of Machala, Ecuador, randomly selected, qualitative analysis that applies interviews, participatory observations and documentary design, each with its respective matrix of Analysis and evaluation Among the conclusions it is evident that the Directors of the organizations must promote the formation of their human talent in media literacy issues since there is a pbkp_redisposition of the institutional communicators interviewed to further develop their skills related to digital citizenship. Finally, the institutional communicator is urged to incorporate the practice of technology to overcome professional challenges, which would give a differentiated value and a competitive advantage to his profile as ‘local communicator with global action’.