info:eu-repo/semantics/article
Análisis del uso de herramientas comunicacionales del GAD Jipijapa y su incidencia en la imagen institucional hacia la sociedad, en el 2016
Analysis of the use of communication tools of the GAD Jipijapa and its impact on the institutional image towards society, in 2016
Autor
Quimis-Gómez, Teresa Marisol
Álvarez-Santana, Carmita
Resumen
La presente investigación, es un tanteo que se realiza al Gobierno Autónomo Descentralizado del cantón Jipijapa (GAD), que nace a partir de la experiencia como profesional de la comunicación social, en la que se identifican debilidades en la proyección de la imagen institucional del GAD, que afecta el relacionamiento comunicacional entre la ciudadanía y las autoridades de la Alcaldía. Se determina que el GAD Municipal de Jipijapa no sólo no usa adecuadamente las herramientas comunicacionales, sino que no dispone de políticas, ni de un plan que maneje estratégicamente la comunicación externa del Municipio hacia la sociedad, quienes muchas veces desconocen los procesos que implementa su gobierno local. La teórica que sustenta la investigación parte del sustento filosófico del Buen Vivir y de las leyes vinculadas a la comunicación en el Ecuador; así mismo se justifica las variables de estudio con el aporte teórico de varios autores sobre concepciones y enfoques de herramientas comunicacionales e imagen corporativo o institucional. Finalmente, se emiten conclusiones y recomendaciones, que se desarrollan en una propuesta de Plan Comunicacional que se ubican en la última parte desde el desarrollo de protocolos comunicacionales que apunten a mejorar la imagen del GAD Municipal de Jipijapa.
Palabras clave: Gad Jipijapa, herramientas comunicaciones, imagen corporativa.
ABSTRACT
This research is a trial that is carried out to the Decentralized Autonomous Government of the Jipijapa canton (GAD), which is born from the experience as a professional of social communication, in which weaknesses are identified in the projection of the institutional image of the GAD, that affects the communicational relationship between citizens and the authorities of the Mayor's Office. It is determined that the Jipijapa Municipal GAD not only does not use communication tools adequately, but that it does not have policies or a plan that strategically manages the external communication of the Municipality towards society, who many times are unaware of the processes implemented by their government local. The theory that sustains the research starts from the philosophical support of Good Living and the laws related to communication in Ecuador; Likewise, the study variables are justified with the theoretical contribution of various authors on conceptions and approaches of communicational tools and corporate or institutional image. Finally, conclusions and recommendations are issued, which are developed in a proposal for a Communication Plan that are in the last part from the development of communication protocols that aim to improve the image of the Municipal GAD of Jipijapa.
Keywords: Gad Jipijapa, communications tools, corporate image.
Fecha de recepción: 15 de noviembre de 2017; Fecha de aceptación: 08 de enero de 2018; Fecha de publicación: 09 de enero de 2018. This research is a trial that is carried out to the Decentralized Autonomous Government of the Jipijapa canton (GAD), which is born from the experience as a professional of social communication, in which weaknesses are identified in the projection of the institutional image of the GAD, that affects the communicational relationship between citizens and the authorities of the Mayor's Office. It is determined that the Jipijapa Municipal GAD not only does not use communication tools adequately, but that it does not have policies or a plan that strategically manages the external communication of the Municipality towards society, who many times are unaware of the processes implemented by their government local. The theory that sustains the research starts from the philosophical support of Good Living and the laws related to communication in Ecuador; Likewise, the study variables are justified with the theoretical contribution of various authors on conceptions and approaches of communicational tools and corporate or institutional image. Finally, conclusions and recommendations are issued, which are developed in a proposal for a Communication Plan that are in the last part from the development of communication protocols that aim to improve the image of the Municipal GAD of Jipijapa.
Keywords: Gad Jipijapa, communications tools, corporate image.