Identity symbols in the formation of university attitudes

Abstract

At present the formation of attitudes has won greater relevance taking into consideration cultural globalization. In this international context universities play an essential role in the intellectual, social and cultural transformations according to every society, with unlimited influence in the construction of identities, the processes of generational continuity, and citizenship. The purpose of this paper is the design of a strategic plan of educative communication to improve the formation of attitudes from the implementation of identity symbols. The hermeneutic-dialectic approach and the application of a qualitative and quantitative methodology permitted to deepen on how symbols form a code of social conduct in the university environment for the development of opinions and attitudes. As a result, patterns for the elaboration of an interactive strategic plan of appropriation of symbols at Universidad de Oriente are presented.