Estrategia de comunicación en contextos digitales para el fortalecimiento de la participación ciudadana en las prácticas culturales del cantón Chambo.

Abstract

Digital communication has become the exchange of information and knowledge using its tools. The purpose of this research was focused on the design of a communication strategy appropriate to the digital context, the trend in consumption of media products and services for the strengthening of citizen participation and cultural practices of the Chambo Canton. On the other hand, exploratory, descriptive and transactional research was carried out, from scientific, deductive and inductive methods; In addition, a methodology that embraces a qualitative and quantitative approach from cultural public policies was used, understood as the construction of spaces for social interaction, and as techniques such as participant observation, surveys and interviews promoted the strategic design of digital communication and planning. associated participatory in the cultural area; On the other hand, the internal and external communication of its specific "stakeholders" such as: The Municipal GAD, the affiliated entities and the citizens of the urban population were analyzed from a situational diagnosis. The results obtained from the strategic communication proposal have responded to the scientific methods cited from structured and unstructured sources of information, thus demonstrating the ability to have generalized the strategic communication model of citizen participation and cultural practices in the local population.