FLEXIBILIDAD CURRICULAR: MITO O REALIDAD EN LOS PROGRAMAS PROFESIONALES DE PUBLICIDAD EN COLOMBIA

Abstract

The article aims to make a contribution to the curricular field of Advertising in Colombia with the execution of the research project "Comparative study of the curricular design of the professional programs of Advertising in Colombia", which compared the design of the curricular structures existing in 37 professional programs of Advertising in Colombia, in order to identify the differences and similarities of the curricular designs of these programs, as well as to understand how the concept of curricular flexibility is implemented in terms of the selection, organization and distribution of the contents. A comparative analysis was carried out using a qualitative, descriptive-analytical approach, through the method of documentary compilation of information from primary, secondary and tertiary sources. The official documents of the programs were taken as the study plans, the educational programs of the program and institutional programs, as well as the official guidelines of the state agencies in charge of the regulation and accreditation of the professional training programs in Colombia. The comparative study recognizes the influence that the Colombian advertising industry 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" subjects, aimed at forming a specific graduate profile, without this having repercussions on the transformation of the structure or design of the programs, thus demonstrating the instrumentalization of the concept of curricular flexibility by the institutions under study.