Estrategias de comunicación para la construcción de la cultura vial

Abstract

The present research aimed to analyze the communicational narratives linked to road culture in the province of Tungurahua, through a qualitative, interpretative, and exploratory approach. For data collection, the focus group technique was used, consisting of 17 and 12 participants, respectively, whose interventions were organized into three clearly defined and structured thematic blocks. From these spaces for collective and participatory dialogue and exchange, various relevant narratives were identified, among them: the constant confrontation between road users, the lack of direct communication between them and traffic authorities, as well as the prevalence of selfish behaviors that significantly affect coexistence and safety in public and social spaces. In addition, established dynamics such as recklessness, disrespect for the law, and non-compliance with traffic regulations were evidenced, which reflects a persistent and deeply rooted structural problem in today’s society. Faced with this identified problem, proposals emerged such as including road safety education from childhood and strengthening this knowledge through creative and segmented communication campaigns, adapted to both digital media and different specific target audiences. These actions would help promote responsible habits and foster a real, profound, and lasting change in the collective mindset of citizens. In conclusion, it is recommended that future research address the impact of social media on the construction of civic road culture, considering the fundamental role it plays in the dissemination of messages, the formation of opinions, and the generation of responsible social awareness among the population.