La comunicación digital e imagen institucional de la Subzona de policía Tungurahua

Abstract

The institutional image of the police represents a central element in the perception that citizens have about order and security, therefore, digital communication has opened a new window for state institutions to relate directly and quickly with citizens. The general objective of this research was to study the impact of digital communication on the institutional image of the Tungurahua Police Subzone. Through a mixed methodology (quali-quantitative), a content analysis of the social platforms Facebook, Twitter and Instagram was carried out; in addition to the application of a 10-question survey to 385 citizens of the province. The results of the content analysis highlighted that the material disseminated corresponds, to a large extent, to publications in photographic and audiovisual format. On Facebook, interaction is higher compared to the other social networks, perceiving a more engaged and receptive community. Regarding the survey, 60.52% of the participants stated that digital publications generate a positive perception towards the institution; 33.51% consider the institution trustworthy; while for 28.05% the institutional image of the Police has improved a lot in the last year. Finally, 61.04% say that the institutional image of the Police is improved by its actions and presence in digital media. The influence of digital communication on the institutional image of the Tungurahua Police Sub-zone was determined through the verification of the hypothesis, where the perception of digital communication has a direct impact on a better valuation of the institutional image by citizens.