Values, University Social Responsibility (USR), Education for Sustainable Development (ESD) and Organizational Communication Management

Abstract

The paper pretends to lay the foundations, and to disseminate the idea that the Organizational Communication, as part of the universities strategies in the 21th century, constitute an essential way to form and reinforce the Values, University Social Responsibility (USR) and the extensions approach, claimed by the essentials in the aim No. 4 of the UN and UNESCO´s 2030 agenda referred to the Education for Sustainable Development  (EDS)  and  the  January/2017  Buenos  Aires  Declaration  for  Latin  America and the Caribbean. Starting from a documental analysis about ESD and its antecedents, since the beginning of the century, and also, from the present day theoretical basis documental analysis about the concepts emphasized before, the authors used the deductive descriptive method and so the direct and participative observation. The changes in approaches, scenarios, contents and methods demanded to Education in the mentioned politics and the roll of University Social Responsibility, extensions approach and actions in the needed management of changes, are detailed. The Organizational Communication strategic and methodological conceptions in the context of mentioned politics and the behavioral scenarios of different actors of the university community and his economic, technological and socio-cultural environment are specified. In conclusion, the Organizational Communication of the Universities constitutes an essential way to reinforce the Values, the University Social Responsibility (RSU) and the extensions approach claimed by the Education for Sustainable Development (EDS).