Resumen

PALACIOS-CHAVARRO, Janneth Arley  y  LORA-LEON, Patricia. Conceptual convergence as a research scenario in communication, graphic design, advertising, and marketing. anagramas rumbos sentidos comun. [online]. 2017, vol.16, n.31, pp.207-228. ISSN 1692-2522.  https://doi.org/10.22395/angr.v16n31a9.

Before different debates on the loss of identity of communication research and its related fields, this article proposes scenarios that recognize the convergence of common categories among fields such as communication, advertising, graphic design, and marketing. For this purpose, reflection is proposed from three perspectives: conceptual interdisciplinary, nomadic concepts, and traveling concepts.

This analytical-descriptive and mixed nature research presents, subsequently, a group of convergent categories that are the result of the review of the academic and scientific production included in 313 documents between 2012 and 2016 of the School of Communication Sciences of Fundación Universitaria Los Libertadores (Colombia), in which it was empirically demonstrated that said categories respond to the conceptual interdisciplinary and to the thesis proposed from the concepts "nomads" or "travelers".

It was shown that the concepts are no longer exclusive to a discipline, but that by re-signifying and migrating, they broaden the horizon of the disciplines, enrich them and allow a more holistic view of reality. It was concluded that conceptual interdisciplinary raises a perspective to cross the limits of disciplines and rethink communication research in terms of its different connections with other fields and knowledge.

Palabras clave : conceptual convergence; traveling concepts; convergences in communication; nomadic concepts; conceptual interdisciplinary in communication; communication research; creativity in communication.

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