La Mediación Pedagógica Intercultural desde la red social Facebook en Ambato

Abstract

Technology has become one of the elementary axes in the daily work of human beings, because it has become a widely used tool in all areas, especially in the communication field. In addition, it is understood the degree of information that involves media that use new ways of disseminating information using technology. Therefore, the question arises as to whether the content contributes to the education of those who receive it, or whether it is mediated for the understanding of the receivers. The objective of this work is to analyze the contents disseminated through the web page of the GAD Municipalidad de Ambato, in order to promote an effective and efficient communication, with the emission of messages directed and captured by the target audience proposed by the institution; in addition, it seeks to generate dissemination proposals using pedagogical mediation. The research applies a quantitative and qualitative approach, employs a descriptive method and the instrument used is a structured survey that verifies the effectiveness of the mediated content in the publications made in the months of August - October 2022. The instrument was applied to 383 people between 18 and 65 years of age, part of the community of beneficiaries of services of the GAD Municipality of Ambato. With the results, it is concluded that the implementation of pedagogical mediation is necessary to promote a positive impact that promotes citizen participation, to know their feelings and needs of the followers of the GAD Municipality of Ambato. Finally, it is proposed to use communication strategies in other networks such as blogs, explanatory videos, and podcasts that would serve for a massive dissemination and highlight the importance of the management carried out.