Resumo

OCAMPO-VILLEGAS, María Cristina. SELF-REFERENCING AS A COMMUNICATION STRATEGY OF THE QUINDIO COFFEE GROWERS COMMITTEE ORGANIZATION. Innovar [online]. 2015, vol.25, n.58, pp.37-48. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v25n58.52423.

Image and prestige of coffee institutions in Colombia have changed during the 87 years of the Quindio Coffee Growers Committee. In the last twenty years of the 20th century, a great number of coffee farmers recognized their committees and the Colombian Coffee Growers Federation as saviors and advisers. Although this image and this prestige were connected to advanced economic actions, communication, and especially the use of self-referencing as a persuasive mechanism, these were tools used to obtain cohesion and support from the coffee producers who were building the foundations for this type of organizations. This study analyzes the use of self-referencing within the communication strategies used by the Quindio Coffee Growers Committee with their affiliated producers for the period 1992-2010. The research, which is of a descriptive type, was based on the analysis of the opinion column "Cafetero con Garra", published in the institutional newspaper Actualidad Cafetera. It focuses on the union's significant interest in reinforcing coffee growers sense of value for their activity, recognize the economic and social importance of coffee and highlight the advantages of being a good coffee grower, according to the organization's criteria. This work expects to rescue some communication strategies that can contribute to improving the current relationships between union organizations of coffee producers and their members.

Palavras-chave : Self-referencing; strategic communication; coffee organizations; persuasion.

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