“Comunicación Promocional de Valores Proambientales en la Facultad de Psicología de la Universidad Central “Marta Abreu” de Las Villas”.
Fecha
2010-07-20
Autores
González Ceballo, Gerardo
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Editor
Universidad Central “Marta Abreu” de Las Villas
Resumen
El presente estudio se desarrolló en la Facultad de psicología de la Universidad
Central “Marta Abreu” de Las Villas” con el objetivo de elaborar un producto
comunicativo para promocionar el desarrollo de valores proambientales en los
estudiantes de la Facultad de Psicología. Se sustentó en el paradigma cualitativo
de investigación y el método etnográfico.
Se seleccionó el muestreo teórico a partir de informantes claves. La muestra
quedó conformada por 15 sujetos. Se aplicaron como instrumentos de recolección
de datos, la observación participante, entrevistas semiestructuradas, análisis de
documentos, y cuestionarios.
Se empleó la triangulación de métodos utilizando instrumentos diversos sobre un
mismo objeto de estudio. Y en la triangulación metodológica se conjugaron el
análisis de datos de naturaleza cualitativa y cuantitativa.
Los resultados permitieron conocer que los valores instrumentales que orientan el
comportamiento de los estudiantes son: la intolerancia, el irrespeto y la
irresponsabilidad al medio ambiente. El principal resultado consistió en el diseño
de un sitio Web para promover los valores proambientales en los estudiantes de la
facultad objeto de estudio.
Se recomienda implementar el Sitio Web como soporte de promoción para
transformar los valores finales en valores instrumentales que regulen un
comportamiento de armonía hacia el medio ambiente.
This study was developed at the faculty of Psychology, Central University “Marta Abreu” de Las Villas with the aim of preparing a communication product development to promote pro-environmental values in students of the Faculty of Psychology. Paradigm was based on qualitative and ethnographic research. Theoretical sampling was selected starting from key informants. The sample consisted of 15 subjects. Means as data collection, participant observation, semi structured interviews, document analysis and questionnaires. We used triangulation of methods using various instruments on the same object of study. Triangulation was used to contrast subjects the views of respondents to the saturation of information. And methodological triangulation was combined data analysis qualitative and quantitative. The results allowed knowing that the instrumental values that guide the behavior of the students are: intolerance, disrespect and irresponsibility to the environment. The main result was to design a Website to promote pro-environmental values in students of the faculty under review. It is recommended to implement the Website to support promotion to transform the final values into instrumental values that regulate a harmony behavior towards the environment.
This study was developed at the faculty of Psychology, Central University “Marta Abreu” de Las Villas with the aim of preparing a communication product development to promote pro-environmental values in students of the Faculty of Psychology. Paradigm was based on qualitative and ethnographic research. Theoretical sampling was selected starting from key informants. The sample consisted of 15 subjects. Means as data collection, participant observation, semi structured interviews, document analysis and questionnaires. We used triangulation of methods using various instruments on the same object of study. Triangulation was used to contrast subjects the views of respondents to the saturation of information. And methodological triangulation was combined data analysis qualitative and quantitative. The results allowed knowing that the instrumental values that guide the behavior of the students are: intolerance, disrespect and irresponsibility to the environment. The main result was to design a Website to promote pro-environmental values in students of the faculty under review. It is recommended to implement the Website to support promotion to transform the final values into instrumental values that regulate a harmony behavior towards the environment.
Descripción
Palabras clave
Cultura, Valores, Comportamiento, Medio Ambiente, Culture, Values, Behavior, Environment