Reflections for the formation of identity values in the social communicator through the subject Public Relations

Abstract

The application of Curriculum E in the Social Communication career establishes new characteristics in the subject Public Relations. In this article the authors reflect on the system of values to be worked on in order to achieve a synergy between the new study plan, the model of the professional and the programs of the discipline and the subject under analysis. The paper shows how the normative documents of the career do not precisely identify the values to be formed in the students, which results in incongruities in the derivation of the value system declared in them. The authors consider that the subject Public Relations has particularities that favour the formation of other values such as identity values. The work is based on the research carried out by the authors from their experience in the pedagogical area and highlights the inclusion of identity values, and is part of the doctoral research of the authors.