FLEXIBILIDAD CURRICULAR: MITO O REALIDAD EN LOS PROGRAMAS PROFESIONA= LES DE PUBLICIDAD EN COLOMBIA

Art=EDculos de investigaci=F3n cient=EDfica y tecnol=F3gica

FLEXIBILIDAD CURRICULAR: MITO O REALIDAD EN LO= S PROGRAMAS PROFESIONALES DE PUBLICIDAD EN COLOMBIA

Daniel Gustavo Medi= na M=E9ndez dan= iel.medina@usc.edu.co

Universidad Santiago de Cali, Colombia

FLEXIBILIDAD CURRICULAR: MITO O REALIDAD EN LOS PROG= RAMAS PROFESIONALES DE PUBLICIDAD EN COLOMBIA

PANORAMA, vol. 15, n=FAm. 29, 2021

Polit=E9cnico Grancolombiano

Esta obra est=E1 bajo una Licencia Creative Commons Atribuci=F3n-NoComercial-Compar= tirIgual 4.0 Internacional.

Recepci=F3n: 09 Marzo 2021

Aprobaci=F3n: 23 Febrero 2022

DOI: https://doi.org/10.15765/p= nrm.v15i29.3107

Resumen: El art=EDc= ulo pretende realizar un aporte al campo curricular de la Publicidad en Col= ombia con la ejecuci=F3n del proyecto de investigaci=F3n =93Estudio compara= tivo del dise=F1o curricular de los programas profesionales de Publicidad e= n Colombia=94, el cual compar=F3 el dise=F1o= de las estructuras curriculares existentes en 37 programas profesionales d= e Publicidad en Colombia, con el fin de identificar las diferencias y simil= itudes de los dise=F1os curriculares de dichos programas, as=ED como compre= nder de qu=E9 forma es implementado el concepto de flexibilidad curricular = en t=E9rminos de la selecci=F3n, organizaci=F3n y distribuci=F3n de los con= tenidos. Se realiz=F3 un an=E1lisis comparativo, mediante un enfoque cualit= ativo, de tipo descriptivo-anal=EDtico, a trav=E9s del m=E9todo de recopila= ci=F3n documental de la informaci=F3n de fuentes primarias, secundarias y t= erciarias. Se tomaron los documentos oficiales de los programas como los pl= anes de estudio, los programas educativos del programa e institucionales, a= s=ED como los lineamientos oficiales de las agencias estatales encargadas d= e la regulaci=F3n y acreditaci=F3n de los programas de formaci=F3n profesio= nal en Colombia. El estudio comparativo reconoce la influencia que la indus= tria publicitaria colombiana ejerce en el proceso de recontextualizaci=F3n = de los conceptos, contenidos, saberes y pr=E1cticas que son incluidos en lo= s dise=F1os curriculares actuales, por medio de la implementaci=F3n de asig= naturas =93electivas=94 o de =93pr=E1ctica profesional=94, orientados a for= mar un perfil de egresado espec=EDfico, sin que esto repercuta en la transf= ormaci=F3n de la estructura o del dise=F1o de los programas, demostrando as= =ED la instrumentalizaci=F3n del concepto de flexibilidad curricular por pa= rte de las instituciones objeto del estudio.

Palabras clave: educaci=F3n superior= , pregrado en publicidad, dise=F1o curricular, estructura curricular, flexi= bilidad curricular.

Abstract: The article aims to make a contribution to the curricular fiel= d of Advertising in Colombia with the execution of the research project "Co= mparative study of the curricular design of the professional programs of Ad= vertising in Colombia", which compared the design of the curricular structu= res existing in 37 professional programs of Advertising in Colombia, in ord= er to identify the differences and similarities of the curricular designs o= f these programs, as well as to understand how the concept of curricular fl= exibility is implemented in terms of the selection, organization and distri= bution of the contents. A comparative analysis was carried out using a qual= itative, descriptive-analytical approach, through the method of documentary= compilation of information from primary, secondary and tertiary sources. T= he official documents of the programs were taken as the study plans, the ed= ucational programs of the program and institutional programs, as well as th= e official guidelines of the state agencies in charge of the regulation and= accreditation of the professional training programs in Colombia. The compa= rative study recognizes the influence that the Colombian advertising indust= ry exerts in the process of recontextualization of the concepts, contents, = knowledge and practices that are included in the current curricular designs= , through the implementation of "elective" or "professional practice" subje= cts, aimed at forming a specific graduate profile, without this having repe= rcussions on the transformation of the structure or design of the programs,= thus demonstrating the instrumentalization of the concept of curricular fl= exibility by the institutions under study.

Keywords: higher education, advertis= ing undergraduate degree, curriculum design, curriculum structure and curri= culum flexibility.

Resumo: O artigo pr= etende contribuir para o campo curricular da Publicidade na Col=F4mbia com = a implementa=E7=E3o do projecto de investiga=E7=E3o "Estudo comparativo da = concep=E7=E3o curricular de programas de publicidade profissional na Col=F4= mbia", que comparou a concep=E7=E3o das estruturas curriculares existentes = em 37 programas de publicidade profissional na Col=F4mbia, a fim de identif= icar as diferen=E7as e semelhan=E7as da concep=E7=E3o curricular destes pro= gramas, bem como compreender como o conceito de flexibilidade curricular = =E9 implementado em termos de selec=E7=E3o, organiza=E7=E3o e distribui=E7= =E3o dos conte=FAdos. Foi realizada uma an=E1lise comparativa utilizando um= a abordagem qualitativa, descritiva-anal=EDtica, atrav=E9s do m=E9todo de c= ompila=E7=E3o documental de informa=E7=E3o de fontes prim=E1rias, secund=E1= rias e terci=E1rias. Os documentos oficiais dos programas foram tomados com= o planos de estudo, programas educacionais do programa e programas instituc= ionais, bem como as orienta=E7=F5es oficiais das ag=EAncias estatais respon= s=E1veis pela regulamenta=E7=E3o e acredita=E7=E3o de programas de forma=E7= =E3o profissional na Col=F4mbia. O estudo comparativo reconhece a influ=EAn= cia que a ind=FAstria publicit=E1ria colombiana exerce no processo de recon= textualiza=E7=E3o dos conceitos, conte=FAdos, conhecimentos e pr=E1ticas qu= e est=E3o inclu=EDdos nos actuais desenhos curriculares, atrav=E9s da imple= menta=E7=E3o de disciplinas "eletivas" ou de "pr=E1tica profissional", dest= inadas a formar um perfil graduado espec=EDfico, sem que isso tenha repercu= ss=F5es na transforma=E7=E3o da estrutura ou desenho dos programas, demonst= rando assim a instrumentaliza=E7=E3o do conceito de flexibilidade curricula= r por parte das institui=E7=F5es objecto do estudo.

Palavras-chave: ensino superior, gra= dua=E7=E3o em publicidade, desenho curricular, estrutura curricular, flexib= ilidade curricular.

INTRODUCCI=D3N

En las =FAltimas d=E9cadas, el campo curricular de la = Publicidad ha presentado cambios significativos, impulsados principalmente = por la influencia de macro tendencias en la econom=EDa, la comunicaci=F3n y= la tecnolog=EDa como la globalizaci=F3n, las TIC, el Big Data, el desarrol= lo de la web 2.0, la inteligencia artificial y el surgimiento de la cuarta = revoluci=F3n industrial, entre otras. Esto ha repercutido directamente en e= l campo acad=E9mico, no solamente por la proliferaci=F3n de nuevas teor=EDa= s o conceptos aplicados en el campo productivo de la Publicidad, sino tambi= =E9n por la transformaci=F3n de las estructuras curriculares y el dise=F1o = de los programas profesionales de Publicidad, al facilitar el acceso de los= estudiantes a nuevas teor=EDas y tendencias nacientes a nivel global.

Al referirnos al campo de la Publicidad, por su car=E1= cter multidisciplinar o interdisciplinar, debemos entender este como una re= gi=F3n o campo de conocimiento dis=EDmil, que se alimenta de diferentes dis= ciplinas y campos de conocimiento como las ciencias sociales, las humanidad= es, las bellas artes, la econom=EDa, la administraci=F3n, la inform=E1tica,= la comunicaci=F3n, la cultura, la ling=FC=EDstica, la semi=F3tica, la antr= opolog=EDa y la psicolog=EDa. Esto ha trascendido en el dise=F1o curricular= de los programas en Publicidad, debido a la debilidad epist=E9mica del cam= po -al no tener un objeto de estudio definido-. Tal como lo plantea D=EDaz = (2011), en este sentido podemos observar programas de formaci=F3n educativa= con una identidad social fuerte, pero con una identidad epist=E9mica d=E9b= il, dado que estos profesionales no responden a una disciplina espec=EDfica= o a un objeto de estudio definido.

De acuerdo con la investigadora Muller (2016), =93El c= oncepto de Publicidad ha sido analizado, estudiado y modificado a lo largo = del tiempo, pero se podr=EDa afirmar no a la velocidad de lo que evoluciona= pragm=E1ticamente, generando un fuerte desfase entre la teor=EDa y la pr= =E1ctica publicitaria=94 (p.40). En efecto, los cambios presentados en el c= ampo curricular de la Publicidad han generado tensiones en el campo de la P= ublicidad en Colombia, debido a la separaci=F3n del mundo acad=E9mico y el = de la pr=E1ctica profesional o campo laboral. Esto nos permite suponer una = posible divergencia entre los conocimientos, conceptos y pr=E1cticas vigent= es en los curr=EDculos de los programas de pregrado en Publicidad y los con= ocimientos, conceptos y pr=E1cticas que la industria publicitaria en Colomb= ia demanda, lo que repercute en el proceso de recontextualizaci=F3n de los = conceptos, contenidos, saberes y pr=E1cticas que son incluidos en los dise= =F1os curriculares actuales.

Cabe aclarar que los procesos de revisi=F3n y actualiz= aci=F3n curricular de los programas en las instituciones de educaci=F3n sup= erior (en adelante IES) en Colombia, implican cambios acad=E9micos, pedag= =F3gicos y administrativos en las instituciones, produciendo tensiones y co= ntradicciones entre el orden institucional establecido y los nuevos princip= ios culturales propuestos. De acuerdo con D=EDaz (2007), =93cuando una inst= ituci=F3n de educaci=F3n superior se compromete con una reforma curricular,= generalmente se producen en ella diferentes intervenciones directas e indi= rectas, externas e internas, centralizadas o descentralizadas, que activan = formas de participaci=F3n y control=94 (p.23), lo que es un indicio de las = tensiones propias de la din=E1mica que generan los procesos de revisi=F3n, = actualizaci=F3n y recontextualizaci=F3n de los contenidos de plan curricula= r.

En este sentido, el campo curricular de la Publicidad = recibe una fuerte influencia de la industria publicitaria, que en el proces= o de recontextualizaci=F3n de los conceptos, saberes y pr=E1cticas que son = apropiadas por los profesionales en el ejercicio de la labor publicitaria, = ejerce una influencia directa en el dise=F1o de las estructuras curriculare= s de los programas, que son representados en asignaturas propias del compon= ente profesional, electivas, de pr=E1ctica empresarial o en forma de proyec= tos de trabajo de grado relacionados con el contexto laboral en el cual se = ejerce la actividad publicitaria en el campo laboral, como lo plantea L=F3p= ez (1999), en cuanto a la existencia de un campo educativo y un campo profe= sional, donde ambos campos contribuyen al desarrollo de las competencias de= l profesional y le permiten fortalecer su desempe=F1o como un experto en su= =E1rea.

No podemos olvidar que en las =FAltimas d=E9cadas el s= istema educativo ha presentado cambios significativos orientados a la flexi= bilizaci=F3n de la educaci=F3n superior, y a una creciente tendencia de las= IES a reducir el n=FAmero de =E1reas y semestres, a favor de la creciente = demanda de capacitaci=F3n constante de los profesionales en el =E1rea, y de= la necesidad de validar los nuevos conocimientos, conceptos y pr=E1cticas = mediante la creaci=F3n de programas de postgrado como especializaciones y d= iplomados, que son una fuente importante de recursos econ=F3micos para las = IES.

No obstante, estos cambios debilitan los desarrollos t= e=F3ricos vigentes del campo de la Publicidad, ya que las =E1reas de formac= i=F3n fundamental de los programas se han reducido y han ampliado las =E1re= as de formaci=F3n interdisciplinar, en la b=FAsqueda de mayores posibilidad= es para la inserci=F3n al mercado laboral de los futuros profesionales, lo = que justifica la implementaci=F3n del concepto de flexibilidad curricular p= or parte de las IES. Bien sabemos que la flexibilidad curricular es hoy un = principio esencial de los programas de formaci=F3n profesional de cualquier= nivel y disciplina, sin embargo, en la mayor=EDa de los casos, estos la as= umen en t=E9rminos instrumentales, sin que esto incida en la transformaci= =F3n de la estructura de los programas ni en el dise=F1o de estos.

Por tal motivo, determinar el grado de flexibilidad cu= rricular en t=E9rminos de la selecci=F3n, organizaci=F3n y distribuci=F3n d= e los contenidos planteados en el dise=F1o curricular de los programas prof= esionales de Publicidad en Colombia, nos permite entender de qu=E9 forma aq= uellos aspectos apropiados del campo laboral se relacionan en la estructura= curricular y en el lenguaje que cada programa utiliza para definirla en t= =E9rminos del n=FAmero de =E1reas, asignaturas o materias, la intensidad ho= raria, la distribuci=F3n temporal del programa, el sistema de cr=E9ditos o = ciclos, los n=FAcleos formativos, entre otros.

En t=E9rminos generales, el presente art=EDculo tiene = como prop=F3sito dejar evidencia de la ejecuci=F3n del proyecto de investig= aci=F3n titulado: Estudio comparativo del dise=F1o = curricular de los programas profesionales de Publicidad en Colombia,= realizado en el marco de la maestr=EDa en educaci=F3n de la Universidad Sa= ntiago de Cali, que compar=F3 el dise=F1o de las estructuras curriculares e= xistentes en 37 programas profesionales de Publicidad en Colombia, as=ED co= mo comprender de qu=E9 forma es implementado el concepto de flexibilidad cu= rricular en t=E9rminos de la selecci=F3n, organizaci=F3n y distribuci=F3n d= e los contenidos de dichos programas.

Para tal efecto se analizaron las diferencias y simili= tudes de la estructura curricular, y sus expresiones correspondientes, as= =ED como el lenguaje propio que cada programa utiliza para definir la organ= izaci=F3n curricular de los contenidos (asignaturas, m=F3dulos, ciclos), lo= s perfiles, las competencias y dem=E1s factores que constituyen la estructu= ra curricular de los programas, como tambi=E9n analizar en el concepto de f= lexibilidad curricular y sus diversas expresiones.

En la actualidad la oferta de programas de pregrado en= Publicidad en Colombia es amplia y variada. A junio de 2020, el Sistema Na= cional de Informaci=F3n de la Educaci=F3n Superior SNIES^. regist= ra 84 programas de pregrado en Publicidad con registro calificado vigente p= or parte del Ministerio de Educaci=F3n Nacional (en adelante MEN), para fun= cionar y matricular estudiantes nuevos en diferentes modalidades y niveles = formativos, programas t=E9cnicos, tecnol=F3gicos, y universitarios. De esto= s, 46 programas son de nivel de formaci=F3n profesional o universitaria.

De acuerdo con el Observatorio Laboral para la Educaci= =F3n OLE^., del MEN, en el periodo comprendido entre 2001 y 2018 = se titularon cerca de 4.772.882 estudiantes de programas de pregrado a nive= l nacional. En el a=F1o 2018 fueron 482.122 estudiantes graduados, de los c= uales 2.782 se graduaron de programas de pregrado de Publicidad, de estos e= l 70%, 1.954, se graduaron con t=EDtulo profesional en Publicidad. Pero sol= amente 59,2% de graduados se desempe=F1an en el =E1rea de conocimiento en l= a cual se titul=F3 o encontraron trabajo (Observatorio Laboral para la Educ= aci=F3n, 2019).

Figura 1.<= br> Programas de pregrado en publicidad en Colombia co= n registro vigente al a=F1o 2020
Fuente: elaboraci=F3n propia= con datos del Observatorio Laboral para la Educaci=F3n, 2019.

El estudio comparativo determin=F3 que se presentan si= militudes y diferencias en los dise=F1os curriculares de los programas prof= esionales de Publicidad en Colombia, debido a las diferentes formas organiz= ativas y de filosof=EDa e ideolog=EDa de las IES, o a lineamientos y pol=ED= ticas de las diferentes agencias oficiales que regulan la acreditaci=F3n de= los programas de formaci=F3n profesional en Publicidad en el pa=EDs. En es= te sentido, la investigaci=F3n realiz=F3 una reflexi=F3n frente a la labor = que realizan las IES para cumplir los par=E1metros del MEN y de las entidad= es reguladoras del proceso educativo. Esto se justifica en raz=F3n de la ne= cesidad de conocer de qu=E9 forma las IES estudiadas adoptan los nuevos lin= eamientos establecidos por el MEN en el Decreto 1330 de 2019, con el cual s= e pretende estructurar y dise=F1ar los curr=EDculos con altos est=E1ndares = de calidad para garantizar el cumplimiento de sus fines, una mejor formaci= =F3n =E9tica e intelectual de los futuros profesionales y la adecuada prest= aci=F3n del servicio educativo de los programas, con el fin de formar profe= sionales en Publicidad id=F3neos, =EDntegros, cr=EDticos y participativos, = que cumplan a cabalidad con las exigencias del campo laboral en el cual se = desempe=F1ar=E1n.

M=C9TODO

El proyecto de investigaci=F3n responde a las pregunta= s: =BFQu=E9 diferencias o similitudes existen en el dise=F1o curricular de = los programas profesionales de Publicidad en Colombia?, y =BFde qu=E9 forma= es implementado el concepto de flexibilidad curricular en el dise=F1o de l= os programas de pregrado en Publicidad con titulaci=F3n profesional en Colo= mbia?

El objetivo general de la investigaci=F3n est=E1 orien= tado a realizar un estudio comparativo del dise=F1o curricular de los progr= amas profesionales de Publicidad en Colombia. Como objetivos espec=EDficos = se tiene: describir los aspectos relacionados con el dise=F1o curricular qu= e cada programa utiliza para definir su estructura curricular; establecer l= as diferencias o similitudes existentes en materia de dise=F1o curricular e= ntre los programas; identificar de qu=E9 forma se implementa el concepto de= flexibilidad curricular en el dise=F1o de los contenidos de dichos program= as.

Por lo anterior, se implement=F3 un an=E1lisis compara= tivo por medio de un enfoque cualitativo, de tipo descriptivo anal=EDtico, = por medio del m=E9todo socio cr=EDtico de investigaci=F3n, con el objetivo = de realizar un estudio comparativo de las relaciones existentes en el dise= =F1o curricular de los programas profesionales de publicidad en Colombia.

El modelo comparativo de an=E1lisis es un proceso meto= dol=F3gico que =93consiste en procurar el avance del conocimiento mediante = el examen simult=E1neo de las semejanzas y diferencias entre los objetos qu= e se quiere conocer=94 (Olivera, 1988, p.171), que no es solamente la b=FAs= queda y observaci=F3n de similitudes y diferencias, va m=E1s all=E1 de la s= imple operaci=F3n mental de comparar, busca identificar relaciones, conexio= nes y divergencias en un objeto de estudio para lograr identificar el orige= n de conceptos e ideas, y poder establecer definiciones que nos permitan cl= asificar y comparar, para medir cosas o fen=F3menos y, posteriormente, mo= delos ideales o reales (Olivera, 1988, p.173).

Esta investigaci=F3n se clasifica como descriptiva ana= l=EDtica, ya que nos permite caracterizar los rasgos m=E1s importantes de l= os dise=F1os curriculares de los programas de pregrado en publicidad, y evi= denciar los discursos y pr=E1cticas curriculares a partir de su comparaci= =F3n. De acuerdo con Hern=E1ndez-Sampieri et al. (2006), explica que la inv= estigaci=F3n descriptiva anal=EDtica nos permite implementar m=E9todos para= evaluar y exponer, en forma detallada, las caracter=EDsticas del objeto de= estudio, y en este sentido, lograr describir para medir.

Ahora bien, respecto del marco de muestreo, este fue p= robabil=EDstico aleatorio simple, que se implementa en los estudios descrip= tivos anal=EDticos, de acuerdo con Otzen y Manterola (2017). En el criterio= de selecci=F3n de la muestra se relacionaron las instituciones de educaci= =F3n superior en Colombia que cuentan con programas de pregrado en Publicid= ad con titulaci=F3n profesional o de grado universitario, activos y con reg= istro calificado a 2020 y la accesibilidad a la informaci=F3n. Por consigui= ente, el procesamiento, clasificaci=F3n, y organizaci=F3n de la informaci= =F3n documental recopilada se realiz=F3 a partir de recursos obtenidos dire= ctamente en la fuente primaria a partir de documentos y escritos formales p= ublicados en internet directamente por las IES objeto de estudio y las agen= cias reguladoras de la educaci=F3n, como tambi=E9n por agentes y agencias q= ue influyen y se relacionan con el campo de estudio.

En el an=E1lisis de la informaci=F3n recolectada se im= plement=F3 el m=E9todo comparativo empleando variables cualitativas para de= terminar diferencias o concordancias de los datos recopilados. Las categor= =EDas de an=E1lisis se enfocaron en los dise=F1os curriculares de los progr= amas seleccionados y en los respectivos planes de estudio, como tambi=E9n e= n las asignaturas, los cr=E9ditos, la distribuci=F3n temporal y, en general= , los elementos que conforman la organizaci=F3n curricular de los programas= en estudio.

Respecto a la poblaci=F3n y muestra, se consider=F3 un= a muestra probabil=EDstica aleatoria simple para obtener representatividad = de la poblaci=F3n objeto de estudio, extrapolar y generalizar los resultado= s del estudio comparativo. Para ello, se definen los criterios de inclusi= =F3n para el presente estudio comparativo que incluye las siguientes variab= les de selecci=F3n: 1). Programas de pregrado en Publicidad; 2). Programas = de nivel universitario o titulaci=F3n profesional, y 3). Programas con el r= egistro calificado vigente a junio de 2020.

De acuerdo con lo anterior, a junio de 2020 el SNIES r= egistra 84 programas de pregrado en Publicidad en Colombia que cuentan con = registro calificado vigente por parte del MEN, en diferentes modalidades y = niveles formativos, programas de formaci=F3n t=E9cnica profesional, tecn=F3= logos, y universitarios, de los cuales 46 programas presentan titulaci=F3n = profesional o de grado universitario en Publicidad, por lo que estos ser=E1= n considerados como la poblaci=F3n para el estudio comparativo (Ver Tabla 1= ). Para lograr determinar la muestra del presente estudio comparativo se de= be tener presente que los criterios de inclusi=F3n ser=E1n determinantes pa= ra establecer el tama=F1o de la poblaci=F3n, y posteriormente el tama=F1o d= e la muestra. Para este fin, se implementar=E1 la f=F3rmula de estimaci=F3n= de muestra aleatoria simple propuesta por Mateu & Casal (2003).

Para determinar el tama=F1o de la muestra se aplica= r=E1 la f=F3rmula:

Figura 2
F=F3rmula estimaci=F3n muestra aleatoria simple
Fuente: Mateu y Casal, 2003.=

Para el presente proyecto de investigaci=F3n, la recop= ilaci=F3n de la informaci=F3n se realiz=F3 directamente de la fuente origin= al u oficial, seg=FAn sea el caso. Por tal motivo:

n=3D Tama=F1o de la muestra requerido, en este caso 37= programas de formaci=F3n profesional de Publicidad en Colombia.

N=3D Tama=F1o de la poblaci=F3n es de 46 programas de = formaci=F3n profesional de Publicidad en Colombia.

z=3D 1,96 para el 95% de confianza

p=3D Frecuencia esperada del factor a estudiar 0,50%

q=3D 1- p

e=3D error admitido es del 7%

Lo anterior permite definir un nivel de confianza del = 95%, y un error de estimaci=F3n del 7%, para el presente muestreo, obtenien= do un tama=F1o muestral de 37 programas de publicidad con titulaci=F3n Prof= esional en Colombia. En cuanto a la selecci=F3n de los 37 programas que int= egran la muestra, esta se realiz=F3 de manera aleatoria, con la herramienta= aleatorio Fx del programa de software Excel= office 2013, aplicando esta funci=F3n al listado de programas de pregrado = de Publicidad en Colombia.

A continuaci=F3n, se relaciona los programas seleccion= ados en la muestra:

Tabla 1.
Muestra de programas profesionales de Publicidad e= n Colombia
Fuente: elaboraci=F3n propia= , 2020.

La recolecci=F3n de los datos se realiz=F3 por medio d= e la b=FAsqueda en los medios oficiales de cada una de las IES como p=E1gin= as web, redes sociales de los programas y visitas presenciales a algunas in= stituciones donde se recopilan documentos f=EDsicos como el plan de estudio= o malla curricular de los programas, que ser=E1 el punto de partida para e= l an=E1lisis de las categor=EDas del estudio comparativo.

De igual forma, en algunos programas logramos obtener = las resoluciones respecto de los lineamientos institucionales sobre el curr= =EDculo de las universidades, los proyectos educativos institucionales, los= proyectos de los programas, adem=E1s de diferentes documentos con publicid= ad de los programas donde se relacionan descripciones t=E9cnicas como nombr= e del programa, t=EDtulo a obtener, registro calificado, cantidad de cr=E9d= itos a cursar, distribuci=F3n temporal del programa como n=FAmero de semest= res o ciclos, perfil profesional del egresado, =E9nfasis de los programas, = entre otros, como tambi=E9n documentos oficiales de las agencias reguladora= s del campo acad=E9mico como el MEN, ICFES, y CNA, y documentos de las agen= cias externas como la Asociaci=F3n Colombiana de Facultades de Publicidad, = AFAP, y la UCEP. Es importante aclarar que la informaci=F3n recopilada en a= lgunos casos no es lo suficientemente completa para realizar un an=E1lisis = profundo y riguroso, lo que limit=F3 los alcances del proyecto de investiga= ci=F3n.

Para el an=E1lisis de la informaci=F3n se establecer= =E1n categor=EDas de contenido como el dise=F1o curricular, plan de estudio= s, regulaci=F3n institucional, plan de estudios, flexibilidad, competencias= , y comunidad acad=E9mica, entre otras variables cualitativas. En el siguie= nte cuadro se relaciona las categor=EDas descriptivas que se analizar=E1n e= n el estudio comparativo para realizar el an=E1lisis de la informaci=F3n:

Tabla 2.
Cuadro de Categor=EDas de An=E1lisis.
Fuente: elaboraci=F3n propia= , 2020.

RESULTADOS

En el siguiente anexo encontrar=E1 la tabla de las var= iables relacionadas con la selecci=F3n, la organizaci=F3n y la distribuci= =F3n de los planes de estudio de las IES seleccionadas en la muestra.

El estudio comparativo permite exponer las diferentes = caracter=EDsticas constitutivas de los programas acad=E9micos profesionales= de Publicidad en Colombia, se=F1alando aquellas variables comunes entre lo= s diferentes programas acad=E9micos como la selecci=F3n de diversos saberes= , disciplinas y campos del conocimiento que confirman la episteme del campo= publicitario, la implementaci=F3n del sistema de cr=E9ditos acad=E9micos p= ara la organizaci=F3n de los planes de estudio y la distribuci=F3n de los m= ismos en semestres.

En el an=E1lisis de la informaci=F3n se logra identifi= car el lenguaje propio, los discursos y lineamientos institucionales, la es= tructura curricular, la regulaci=F3n oficial y el componente flexible de ca= da uno de los programas. En la siguiente tabla se encuentra las variables r= elacionadas con la selecci=F3n, la organizaci=F3n y la distribuci=F3n de lo= s planes de estudio de las IES seleccionadas en la muestra.

Respecto al lenguaje utilizado por los programas acad= =E9micos para definir la estructura curricular es amplio y variado, ya que = cada instituci=F3n adapta su estructura curricular de acuerdo con las pol= =EDticas, principios, y lineamientos de los proyectos educativos institucio= nales, lo que no permite una comparaci=F3n sim=E9trica al respecto. Aunque = se mantienen algunos conceptos generales como la denominaci=F3n de asignatu= ras al conjunto de conocimientos y competencias constitutivas de los difere= ntes programas, y la implementaci=F3n de cr=E9ditos acad=E9micos como siste= ma organizativo hegem=F3nico de los planes de estudio.

En cuanto a conformaci=F3n estructural del dise=F1o cu= rricular, se puede observar que los programas acad=E9micos se constituyen p= or =E1reas el 73%, por ciclos el 5,4%, por ciclos proped=E9uticos el 16,2% = y por cursos y m=F3dulos el 2,7% cada uno. De igual forma, los programas or= ganizan sus planes de estudio por asignaturas de formaci=F3n el 35,1%, por = l=EDneas de formaci=F3n el 24,3%, por componentes el 18,9%, por bloques el = 10,8%, por fundamentos el 8,1% y por unidades de desarrollo el 2,7%, del to= tal de los programas acad=E9micos.

Este tipo de organizaci=F3n, en t=E9rminos generales, = facilita la convergencia de distintos campos de conocimientos y disciplinas= , flexibilizando los l=EDmites epist=E9micos de los programas y la integrac= i=F3n del curr=EDculo, donde los planes acad=E9micos en los primeros semest= res se conforman por =E1reas o ciclos b=E1sicos disciplinares en administra= ci=F3n de empresas, econom=EDa, matem=E1ticas, estad=EDstica, lenguaje, com= unicaci=F3n, sociolog=EDa, entre otros; y =E1reas o ciclos de =E9nfasis, pr= ofundizaci=F3n o profesionalizaci=F3n que incluye el componente electivo y = la pr=E1ctica profesional en los =FAltimos semestres.

En Colombia, el promedio de cr=E9ditos acad=E9micos pa= ra los programas profesionales en Publicidad es de 148 cr=E9ditos, siendo e= l programa de Comunicaci=F3n Publicitaria de la Fundaci=F3n Universitaria B= ellas Artes de Medell=EDn, con 132 cr=E9ditos, la instituci=F3n con el meno= r n=FAmero de cr=E9ditos, y la Universidad Aut=F3noma de Occidente con su p= rograma de Publicidad, con 176 cr=E9ditos, la instituci=F3n con el mayor n= =FAmero de cr=E9ditos a nivel nacional.

En relaci=F3n con la distribuci=F3n temporal de los pr= ogramas de las 37 universidades seleccionadas en el estudio, 17 IES, el 46%= , tienen el plan de estudio distribuido en 8 semestres, 11 IES, el 29,7% ti= enen el plan de estudio distribuido en 10 semestres, y 8 IES, el 24,3%, tie= ne su plan de estudios distribuido en 9 semestres.

Con respecto al n=FAmero de asignaturas en los planes = de estudio, el promedio es de 55 asignaturas, donde 12 programas, el 32,4%,= est=E1 en el rango de 41 a 49 asignaturas, 14 programas est=E1n en el rang= o de 50 a 59 asignaturas, el 37,8%, y 11 programas est=E1n en el rango de 6= 0 a 69 asignaturas, donde el programa de Publicidad de la Jorge Tadeo Lozan= o es el programa con menor cantidad de asignaturas, 41, a diferencia de los= programas de Publicidad de la UPB sede Medell=EDn y Palmira con 69 asignat= uras y el programa de Publicidad de la Universidad Cat=F3lica Luis Amig=F3-= Funlam con 68.

Respecto a la flexibilidad curricular y el componente = electivo de los programas acad=E9micos, no todas las universidades tienen p= ublicada la informaci=F3n sobre los cr=E9ditos electivos y el componente fl= exible en los planes de estudio. Sin embargo, se logr=F3 evidenciar que, en= promedio, la carga del componente electivo frente al total de cr=E9ditos e= n la mayor=EDa de los programas está alrededor del 10%, a excepci=F3n= de instituciones como la UNILATINA, con un 26,7%, la EAM de Armenia, con u= n 22%, la Corporaci=F3n Universidad de la Costa CUC, con un 22%, la ICESI, = con un 18,2%, el Polit=E9cnico Grancolombiano, con un 17,3%, la Universidad= Santiago de Cali, con un 17%, la UPB sede Medell=EDn, con un 15,2%. En opo= sici=F3n con aquellos programas que tienen un componente electivo mucho men= or como la fundaci=F3n Universitaria Bellas Artes de Medell=EDn, con un 4,3= %, y la Universidad Aut=F3noma de Occidente, con un 5,1%.

As=ED mismo, se logr=F3 identificar que el componente = electivo funge como unidad organizativa y como unidad distributiva, ya que = las IES lo implementan nominalmente para representar la flexibilidad curric= ular en los planes de estudio, por medio de asignaturas electivas, optativa= s y de pr=E1ctica profesional o empresarial; Sin embargo, la representaci= =F3n en el curr=EDculo del componente electivo como componente flexible sig= ue siendo menor que las otras =E1reas, componentes o l=EDneas de profundiza= ci=F3n, lo que evidencia la marcada influencia y regulaci=F3n de las pol=ED= ticas curriculares del estado y del sector productivo o de la industria pub= licitaria colombiana, al tratar de homogenizar la oferta acad=E9mica del ca= mpo de la Publicidad en Colombia.

En cuanto a la denominaci=F3n del t=EDtulo que obtiene= n los profesionales egresados de los programas acad=E9micos de Publicidad e= n Colombia, se encontr=F3 que doce programas, el 32,4%, titula a sus egresa= dos como =93Profesionales en Mercadeo y Publicidad=94; diez programas, el 2= 7%, titula a sus egresados como =93Publicistas=94; cinco, el 13,5%, titula = a sus egresados como =93Profesionales en Publicidad y Mercadeo=94; y los 10= programas restantes manejan denominaciones particulares de acuerdo con sus= l=EDneas de profundizaci=F3n unificados por el enunciado =93Profesional=94= .

DISCUSI=D3N Y CONCLUSI=D3N

Con base en los resultados obtenidos en el estudio com= parativo de los programas de pregrado profesionales en Publicidad en Colomb= ia, se exponen las conclusiones de la investigaci=F3n y algunas recomendaci= ones que permiten abrir una discusi=F3n respecto del dise=F1o curricular de= los programas acad=E9micos.

La formaci=F3n de profesionales en Publicidad en Colom= bia est=E1 condicionada a los planes de estudio, que responden a determinad= as doctrinas y concepciones ideol=F3gicas que soportan los dise=F1os curric= ulares de cada una de las IES que, a su vez, dan origen a los diferentes mo= delos educativos presentes en la actualidad, en concordancia con su cultura= institucional y planes de acci=F3n estrat=E9gica.

Los proyectos educativos vigentes en los programas aca= d=E9micos de profesionales en Publicidad han generado un discurso epist=E9m= ico multidisciplinar, estableciendo principios regulativos y distributivos = que organizan el conocimiento y unifican el curr=EDculo a partir del proces= o de recontextualizaci=F3n de los conceptos, contenidos, saberes y pr=E1cti= cas que son incluidos en los dise=F1os curriculares actuales de dichos prog= ramas.

En t=E9rminos generales, el dise=F1o curricular y la c= onstrucci=F3n de los planes de estudio de los programas acad=E9micos profes= ionales en el campo de la Publicidad en Colombia est=E1 orientado en fusion= ar diversos campos de conocimientos y disciplinas que confluyen en los dife= rentes perfiles ocupacionales requeridos por las diversas industrias produc= tivas y socioculturales que abarca el campo de la Publicidad y sus diferent= es vertientes, lo que ha propiciado el nacimiento de nuevos roles ocupacion= ales y la proliferaci=F3n de distintos discursos y estructuras curriculares= h=EDbridas transdisciplinares e interdisciplinarias, que privilegian la so= luci=F3n de los problemas de la sociedad y la necesidad de mano de obra cal= ificada.

En la estructura curricular de los programas profesion= ales de Publicidad en Colombia se presenta una fuerte orientaci=F3n a la re= alidad contextual de la sociedad, la cultura y la econom=EDa del pa=EDs, co= locando en primer plano las relaciones con el mercado laboral y la industri= a publicitaria, relegando a un segundo plano el problema del conocimiento y= los fundamentos epistemol=F3gicos del campo de la publicidad.

En el campo acad=E9mico de la Publicidad en Colombia e= l conocimiento se expresa en teor=EDas dirigidas a la experiencia pr=E1ctic= a y desarrollo de competencias y habilidades requeridas de los profesionale= s, para fortalecer su rol laboral, como se manifiesta de forma general en l= os planes de estudio en los semestres finales a trav=E9s de la pr=E1ctica p= rofesional o empresarial como =FAltimo requisito de titulaci=F3n.

Los discursos curriculares que predominan en los progr= amas acad=E9micos de profesionales en Publicidad en Colombia tienen directa= relaci=F3n con la cultura y principios institucionales de las IES, dirigid= os a una formaci=F3n integral, aut=F3noma y flexible, integrando componente= s electivos que faciliten los procesos de acreditaci=F3n y movilidad nacion= al e internacional.

Como rasgo general presente en los dise=F1os curricula= res de los programas acad=E9micos, la flexibilidad curricular es instrument= alizada como componente unificador entre la selecci=F3n, la organizaci=F3n = y la distribuci=F3n de los contenidos de los planes de estudio, y los avanc= es en los contextos sociales, culturales, econ=F3micos, impulsados por el p= rogreso de la globalizaci=F3n, la implementaci=F3n de las TIC y la evoluci= =F3n de las relaciones con el sector productivo y sus demandas laborales.

Sin embargo, a pesar de que en los PEI y PEP de los pr= ogramas en estudio, la flexibilidad curricular es considerada como uno de l= os principios constitutivos y organizativos de los planes de estudio, a=FAn= persiste una inclinaci=F3n en curr=EDculos r=EDgidos y menos flexibles, ya= que son pocos los programas que tienen un porcentaje mayor al 10% de compo= nente electivo en su carga acad=E9mica, lo que est=E1 relacionado con la te= ndencia actual a tener un mayor componente de asignaturas obligatorias orie= ntadas a desarrollar competencias espec=EDficas para el buen desempe=F1o pr= ofesional del egresado.

El estudio comparativo sugiere que se deben efectuar a= justes al dise=F1o de las estructuras curriculares desde cada una de las IE= S, orientados a des-institucionalizar el concepto de curr=EDculo, resignifi= cando la implementaci=F3n de la selecci=F3n, la organizaci=F3n y la distrib= uci=F3n, con el fin de incrementar la flexibilidad curricular en direcci=F3= n al desarrollo de competencias a nivel acad=E9mico, laboral, cultural, soc= ial, y econ=F3mico en el contexto nacional.

En este prop=F3sito, es v=E1lido pensar que cada IES i= nterpreta a su manera los lineamientos de la pol=EDtica nacional en educaci= =F3n del MEN respecto del aseguramiento de la calidad, el fomento de compet= encias y la investigaci=F3n, elaborando sus propios dise=F1os curriculares = en direcci=F3n de la implementaci=F3n de nuevas rutas de aprendizaje en amp= aro de la flexibilidad curricular, de la autonom=EDa del estudiante y de lo= s procesos de movilidad nacional e internacional.

En este sentido, se observa una gran variedad de model= os curriculares en coherencia con las condiciones de calidad exigidas por e= l MEN, los cuales expresan particularmente en el proyecto educativo del pro= grama y en las pr=E1cticas curriculares de cada una de las IES en estudio, = en la recontextualizaci=F3n del conocimiento en un entorno globalizado y co= mpetitivo; y en la implementaci=F3n de procesos de innovaci=F3n y creativid= ad por medio de las TIC. En consecuencia, se ha definido una nueva corrient= e en cuanto al quehacer del profesional en publicidad en Colombia, lo que s= in duda se convierte en un reto importante para las IES al ajustar sus dise= =F1os curriculares a las nuevas tendencias de la industria publicitaria.

De los hallazgos realizados a partir del estudio compa= rativo, se deduce la fuerte influencia que la globalizaci=F3n y las TIC han= generado en los dise=F1os curriculares actuales, generando en las IES proc= esos de reforma curricular, a la par de los procesos de renovaci=F3n de reg= istro calificado y acreditaci=F3n de calidad, impulsando la inclusi=F3n o m= odificaci=F3n de los sistemas de cr=E9ditos, la adopci=F3n de los curr=EDcu= los orientados por competencias, el aprendizaje basado en problemas, los ca= mbios en las denominaciones de las asignaturas para facilitar la movilidad,= la homologaci=F3n y la compatibilidad de los curr=EDculos a nivel nacional= e internacional.

De esta forma, se logr=F3 identificar criterios emerge= ntes en los componentes fundamentales del dise=F1o curricular. Respecto de = la selecci=F3n curricular, se identific=F3 la inclusi=F3n de asignaturas in= tegradoras en campos acad=E9micos mayores para permitir su integraci=F3n co= n los contenidos tradicionales de las disciplinas y campos del conocimiento= con aquellas habilidades y competencias generales que complementan los per= files de formaci=F3n de los programas.

En cuanto a la organizaci=F3n curricular de los progra= mas, se identific=F3 la institucionalizaci=F3n de los sistemas de cr=E9dito= s con l=EDmites r=EDgidos en los primeros semestres, en los cuales se jerar= quiza e instruye los modelos tradicionales de contenidos y conocimientos en= =E1reas o disciplinas. Con respecto a la distribuci=F3n, se logr=F3 ident= ificar la tendencia a disminuir el n=FAmero de cr=E9ditos y semestres, de n= iveles y tiempos en los cuales se entregan los contenidos de los planes de = estudio, instrumentalizando la flexibilidad curricular en componentes elect= ivos o de pr=E1ctica empresarial.

En cuanto al lenguaje propio que cada programa acad=E9= mico utiliza, se puede concluir que es amplio y variado, que cada programa = implementa conceptos universales a los dem=E1s programas como la denominaci= =F3n de asignaturas, cr=E9ditos, =E1reas y ciclos, semestres, entre otros; = el lenguaje es acorde con los lineamientos oficiales, nacionales e internac= ionales, lo que hizo poco fruct=EDfero una comparaci=F3n profunda, ya que l= os t=E9rminos implementados por los programas acad=E9micos son similares, s= in que esto incida en la transformaci=F3n de la estructura de los programas= , ni se convierta en un principio esencial o caracter=EDstica diferenciador= a de los programas de formaci=F3n profesional.

Finalmente, el estudio comparativo considera pertinent= e plantear una discusi=F3n permanente respecto de la hegemon=EDa de ciertos= discursos y pr=E1cticas inmersas en los dise=F1os de los curr=EDculos en e= l campo de la Publicidad en Colombia y Latinoam=E9rica, invitando a una ref= lexi=F3n continua respecto de la importancia de la flexibilidad en la educa= ci=F3n superior, no solamente en el =E1mbito curricular, sino en todos los = niveles institucionales, acad=E9mico, administrativo y directivo, hasta lle= gar a reconceptualizar nuevas formas de organizaci=F3n flexible, modificand= o los discursos y las pr=E1cticas retardatarias, impulsando as=ED procesos = de innovaci=F3n y cambio de las formas r=EDgidas de organizaci=F3n, de las = jerarqu=EDas, de la cultura institucional, articulado din=E1mica y permanen= temente procesos de recontextualizaci=F3n en sinton=EDa con las nuevas form= as de generaci=F3n y reproducci=F3n del conocimiento.

REFERENCIAS BIBLIOGR=C1FICAS

D=EDaz, M. (200= 7). Lectura Cr=EDtica de la flexibilidad. La educac= i=F3n superior frente al reto de la Flexibilidad. Cooperativa Editor= ial Magisterio.

D=EDaz, M. (2011= ). Los discursos sobre la flexibilidad y las competencias en la educaci=F3n= superior. Universidad Pedag=F3gica Nacional, Facultad de Educaci=F3n. Pedagog=EDa y Saberes, 35, 9-24.

Hern=E1ndez-Samp= ieri, R.; Fern=E1ndez-Collado, C.; & Baptista-Lucio, P. (2006). Metodolog=EDa de la Investigaci=F3n. McGraw-Hill.

Ministerio de Ed= ucaci=F3n Nacional, MEN. (2019). Decreto 1330 de 2019. Por el cual se const= ituye el Cap=EDtulo 7 del T=EDtulo 3 de la Parte 5 del Libro 2 del Decreto = 1075 de 2015 =96 =DAnico Reglamentario del Sector Educaci=F3n. https://www.mineducacion.gov.co/1759/articles-387348_archivo_pd= f.pdf

Ministerio de Ed= ucaci=F3n Nacional, MEN. (1992). Ley 30 de 1992, por la cual se organiza el= servicio p=FAblico de la Educaci=F3n Superior. https://www.mi= neducacion.gov.co/1621/article-86437.html

Muller, K. (2016= ). El papel de las marcas en la nueva era de la comunicaci=F3n publicitaria= . Opci=F3n: Revista de Ciencias Humanas y Sociales<= /span>, (12), 39-65.

Mateu, E. & = Casal, J. (2003). Tama=F1o de la muestra para una investigaci=F3n de mercad= eo-. http://fgsalazar.net/LANDIVAR/ING-PRIMERO/bole= tin02/URL_02_BAS02.pdf

L=F3pez, M. (199= 9). La investigaci=F3n de la comunicaci=F3n: cuestiones epistemol=F3gicas, = te=F3ricas y metodol=F3gicas. Di=E1logos de la Comu= nicaci=F3n, 56, 13-27.

Observatorio Lab= oral para la Educaci=F3n. (2019). Observatorio Laboral para la Educaci=F3n.= https= ://ole.mineducacion.gov.co/portal/

Olivera, C. (19= 88). La educaci=F3n comparada: hacia una teor=EDa fundamental. Perspectivas, revista trimestral de educaci=F3n, 2(18),= 173- 194.

Otzen, T., &= ; Manterola, C. (2017). T=E9cnicas de muestreo sobre una poblaci=F3n a estu= dio. Int. J. Morphol, 1(35), 227-232.

SNIES. (2020). = Sistema Nacional de Informaci=F3n de la Educaci=F3n Superior. https://snies.min= educacion.gov.co/portal/

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