The Social Communication Law and the Management of Internal and External Institutional Communication

Abstract

Introduction: Law No. 162 on Social Communication, enacted in Cuba in 2023, represents a milestone in institutionalizing communication as both a citizen’s right and a sociocultural process. Its scope goes beyond legal regulation, as it addresses the management of internal and external communication within public and private institutions, ensuring transparency, participation, and social responsibility. Materials and Methods: This study adopted a qualitative, documentary, and theoretical approach. Legal texts, academic literature, and contributions from classical and contemporary authors such as Shannon, Berlo, McQuail, Jenkins, Freire, Waisbord, and Giddens were reviewed. Content analysis was applied to identify key categories—transparency, participation, and collective meaning-making—linking the law to communication theories. Discussion: Findings indicate that the law strengthens organizational cohesion through internal communication and legitimizes institutional social responsibility in external communication. When compared with theoretical models, the law reflects noise reduction (Shannon & Weaver), the importance of attitudes and knowledge (Berlo), the social role of communicators (McQuail), cultural convergence (Jenkins), dialogical approaches (Freire), scientific legitimacy (Waisbord), and local-global connections (Giddens). Conclusions: Law No. 162 is not merely a legal instrument but an integral sociocultural process that regulates, educates, and transforms. Its practical application in health, education, and environmental campaigns demonstrates that communication is a tool for professional action and citizenship building in contemporary Cuban society.