Comunicación popular en áreas rurales dispersas y sus dinámicas organizativas en el recinto Marcopamba, parroquia San Lorenzo en el año 2024

Abstract

Community communication is a fundamental pillar for social cohesion in territories where geographical distance challenges community integration. Therefore, the objective of this study was to recognize community communication as a potential driver of organizational development in the dispersed rural area of Marcopamba. The methodology employed was descriptive, exploratory, and field-based, utilizing surveys and interviews. The results of surveys administered to 171 residents of Marcopamba indicate that the most frequently used communication channel is the WhatsApp group. This medium is highly relevant due to the geographical dispersion of the population; however, 44% of those surveyed in the area indicated that the information provided wasinsufficient. Interviews with communication experts concurred that community channels should be developed based on a social and cultural assessment of the territory. Meanwhile, interviews with community and parish leaders revealed that the inadequate dissemination of community information negatively impacts participation in community work projects (mingas) and the timely fulfillment of obligations. Based on the results obtained, strategies for community-based communication were proposed to strengthen information dissemination and participation among the residents of the Marcopamba community. These strategies included a Facebook page, a WhatsApp group, a bulletin board, and face-toface communication. The study concluded that the community relies on the WhatsApp group as its primary means of communication, while other channels such as word-of-mouth, radio, social media, and posters have a lesser reach. Furthermore, a high level of community willingness and institutional support for implementing community-based communication strategies to strengthen information sharing and citizen participation was evident.