Estrategia de comunicación para la gestión local del hábitat en el municipio Cumanayagua
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Díaz Ruíz, Beatriz
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Universidad Central "Marta Abreu" de Las Villas
Resumen
La presente investigación tuvo como objetivo adecuar el diseño de la Estrategia de Comunicación del Proyecto “Hábitat 2” en el municipio Cumanayagua. La estrategia pretende facilitar el desarrollo de las capacidades locales para la gestión integral del hábitat en 10 municipios cubanos, con el apoyo de varias instituciones nacionales, lideradas por la Universidad Central “Marta Abreu ”de Las Villas (UCLV), y el financiamiento de la Agencia Suiza para el Desarrollo y la Cooperación (COSUDE).
Se sustenta en el paradigma positivista, con un enfoque cuantitativo, que ofrece técnicas de investigación como la revisión de documentos y la entrevista semiestructurada. Se concibió en un proceso que incluyó al equipo de trabajo del gobierno municipal y de la UCLV. La muestra se seleccionó por un muestreo no probabilístico intencional de sujetos tipos, donde se seleccionaron a 14 responsables y/o funcionarios de las estructuras locales del hábitat y de comunicación en Cumanayagua.
El diseño de la estrategia de comunicación del Proyecto en Cumanayagua se apoyó en la adecuación de la Estrategia de Comunicación del Proyecto al escenario municipal de Cumanayagua.
La estrategia propuesta para el municipio consideró los resultados del Diagnóstico Preliminar del Hábitat Municipal y del diagnóstico de las estructuras locales de comunicación (canales de información y espacios de comunicación), para la conformación de la estrategia de comunicación del Proyecto en el municipio.
The present investigation had as objective to adapt the design of the Strategy of Communication of the Project "Habitat 2" in the municipality Cumanayagua. The strategy seeks to facilitate the development of the local capacities for the integral management of the habitat in 10 Cuban municipalities, with the support of national several institutions, led by the Central University "Marta Abreu "of The Villages (UCLV), and the financing of the Agency Switzerland for the Development and the Cooperation (COSUDE). It sustained in the paradigm positivism, with a quantitative focus that it offers technical of investigation like the revision of documents and the interview semiestructurada. It conceived in a process that included to the team of the municipal government's work and of UCLV. A non-probabilistic intentional sampling of subject types, where they selected at 14 responsible and/or officials of the local structures of the habitat and of communication in Cumanayagua selected the sample. The design of the strategy of communication of the Project in Cumanayagua relied on the adaptation of the Strategy of Communication from the Project to the municipal scenario of Cumanayagua. The strategy proposed for the municipality considered the results of the Preliminary Diagnosis of the Municipal Habitat and of the diagnosis of the local structures of communication (channels of information and communication spaces), for the conformation of the strategy of communication of the Project in the municipality.
The present investigation had as objective to adapt the design of the Strategy of Communication of the Project "Habitat 2" in the municipality Cumanayagua. The strategy seeks to facilitate the development of the local capacities for the integral management of the habitat in 10 Cuban municipalities, with the support of national several institutions, led by the Central University "Marta Abreu "of The Villages (UCLV), and the financing of the Agency Switzerland for the Development and the Cooperation (COSUDE). It sustained in the paradigm positivism, with a quantitative focus that it offers technical of investigation like the revision of documents and the interview semiestructurada. It conceived in a process that included to the team of the municipal government's work and of UCLV. A non-probabilistic intentional sampling of subject types, where they selected at 14 responsible and/or officials of the local structures of the habitat and of communication in Cumanayagua selected the sample. The design of the strategy of communication of the Project in Cumanayagua relied on the adaptation of the Strategy of Communication from the Project to the municipal scenario of Cumanayagua. The strategy proposed for the municipality considered the results of the Preliminary Diagnosis of the Municipal Habitat and of the diagnosis of the local structures of communication (channels of information and communication spaces), for the conformation of the strategy of communication of the Project in the municipality.