GESTIÓN DE LA COMUNICACIÓN ASERTIVA EN LA LABOR EXTENSIONISTA EN LAS INSTITUCIONES DE EDUCACIÓN SUPERIOR

Abstract

Assertive communication is very useful for social responsibility between the University and Society, through the articulation of pedagogical and investigative processes, to respond to the needs of priority sectors. The general objective of the work was to determine the incidence of assertive communication management in the development of the process of bonding with society in Higher Education Institutions in the province of Los Rios. Specifically, we sought to analyze, identify, and discuss the average types of communication channels, as well as their planning, execution, results, and impacts of the programs and projects that have been carried out in the intervened communities. The work expresses the importance of communicational assertiveness in the interaction activities with the beneficiaries in the priority groups through assertive techniques to effectively stimulate actions in their environments. We worked with a quantitative methodology of a non-experimental, descriptive, analytical design, Likert scale surveys were carried out on a sample of 236 administrative personnel, 285 teachers, 371 students and an assertiveness test for the area coordinators; whose validated results with theoretical support helped to understand and interpret the findings. It is concluded that in the Universities of the province of Los Rios there are organizational communication processes, these do not respond assertively in interaction with the university community and social beneficiaries in the way of expressing ideas spontaneously, respecting the opinions of others. people