Language as an assessing element in possible speech management in traditional media organizations. Notes from the journalistic praxis

Abstract

This paper emphasizes language as an essential instrument in the practices of ºmedia production. We gathered the fundamental theoretical anchors in the initial itinerary of a doctoral piece of research that approaches, from a communicational perspective, language as a product, an activity and an instance of cultural significance, while it is perceived as an element of assessment within possible speech management in traditional journalistic organizations. The main convergences allowing dialogue between communication and language are identified, certain relational coordinates between language and speech are provided, and an opportune theoretical framework is provided to understand the media as speech-producing organizations, in which management within dynamic media production language can serve as a critical aspect of assessment. The keys for this purpose are identified from the practice area from an exploratory approach to what happens in the productive praxis of Juventud Rebelde (JR) newspaper, one of the media of most professional tradition in Cuban printed press, for which several methods and techniques were used: bibliographical-documentary method, participant observation, semi-structured interviews and focus groups