Uso de las nuevas tendencias comunicacionales en la gestión del GAD Municipal de Latacunga

Abstract

Communication evolves and transforms rapidly today. Therefore, this thesis work has the purpose of investigating the use of new communication trends in the municipal Decentralized Autonomous Government of Latacunga, through the information collected from the publications on its official social networks. The details of interactivity, reactions, reproductions, comments, times that have been shared and saved were analyzed, which show high indicators of acceptance by users of these new communication formats, which share the activities of the administration. The content of each of the communications products was analyzed, to then be compared with each other, the new formats with the conventional ones. The methodology of this research is mixed. For the quantitative approach, content analysis was applied, in order to obtain exact figures and data in this project. In addition, as a qualitative method, interviews were used with officials from the communication department of previous administrations, who are familiar with the process of communication transformation for the department. In this way, they reflect their feelings and the challenges they have to be updated with trends, digital platforms, that help the brand of the Municipal GAD of Latacunga in the search for new audiences.