مجلة الرسالة للدراسات الإعلامية
Volume 10, Numéro 2, Pages 246-258
2026-07-31

الاستراتيجيات الاتصالية المعتمدة في مراكز تطوير المقاولاتية وهندسة الوعي المقاولاتي بالجامعة الجزائرية دراسة حالة مركز تطوير المقاولاتية لجامعة البويرة Communication Strategies Adopted In Entrepreneurship Development Centers And The Engineering Of Entrepreneurial Awareness In Algerian Universities A Case Study Of The Entrepreneurship Development Center At The University Of Bouira



الكاتب : نواري عائشة . زعاف خالد .

الملخص

Absract:This study aims to highlight the pivotal role played by communication strategies amidst the radical transformations in Algerian universities toward the "Entrepreneurial University" model and the implementation of Ministerial Decision 1275. It investigates the effectiveness of the communication strategies adopted by the Entrepreneurship Development Center (CDE) at the University of Bouira in "Engineering Entrepreneurial Awareness" among students, considering awareness as the raw material and primary driver for transitioning from classical academic thinking to entrepreneurial thinking. To achieve these objectives, a case study methodology was employed, utilizing qualitative research tools including in-depth interviews with center officials, field observation of training workshops, pedagogical mentorship sessions, and "Entrepreneurship Cafés." The study concluded that the adopted communication strategies transcend the informative dimension to play an "engineering" role in constructing students' cognitive systems. Interactive tools, such as coaching workshops and Entrepreneurship Cafés, contribute to deconstructing traditional perceptions of employment and building an entrepreneurial identity based on innovation and calculated risk-taking. The results also revealed the effectiveness of digital communication tools in enhancing entrepreneurial awareness, while identifying a communication gap resulting from certain organizational and bureaucratic obstacles that may limit the sustainability of behavioral awareness.

الكلمات المفتاحية

Communication Strategies ; University Entrepreneurship ; Entrepreneurship Development Center (CDE). ; Entrepreneurial Awareness

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