Los medios de comunicación y su influencia, en el fomento de la educación en seguridad vial en tiempo de crisis en el cantón Milagro

Abstract

The objective of this research work was to design a communication campaign through the local media to strengthen the road education of the citizens of the Milagro canton in times of pandemic, with the purpose of managing effective communication strategies. The approach of this research is mixed. It is developed in a qualitative way because it helped the collection and analysis of information which has been obtained from various bibliographic and documentary sources, and quantitatively, since the various data results of the surveys applied to 135 carriers of the city are analyzed. The results obtained made it possible to show that the measures applied during the pandemic generated major changes in the city's road system, leading to the need to strengthen the necessary actions to maintain control of mobility and road safety. Therefore, it is recommended to put into practice the proposal presented, whose strategies can impact the behavior of the citizens of Miracles, through the local media.