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In an increasingly competitive world, many regions of the world are seeking to assert their identity and characteristics more clearly, in order to ensure better positioning and a positive image of their structure, both with foreigners and with their own environment. But in today's communications age, consumers have instant and spontaneous access to the reality of the world, and this has a major influence on their perception.So how can we fail to recognize the gap that exists between, on the one hand, a practice focused on representing particular interests through persuasive communication that resembles propaganda or manipulation, and, on the other hand, two-way communication dedicated to finding mutually satisfactory common ground for all parties involved.
About the author
Milambu Mbaya Liévain, nascido a 22 de setembro de 1979 em Kolwezi, é um especialista congolês em comunicação organizacional. Licenciado em Ciências da Informação e da Comunicação, é assistente de segundo mandato e ocupa o lugar de assistente principal do Secretário Geral Académico no Instituto Superior de Artes e Ofícios de Mbujimayi.
