Maestría en Comunicación Estratégica
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Browsing Maestría en Comunicación Estratégica by Author "Ardila Behar, Ana Carolina"
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Item Análisis de la estrategia de comunicación aplicada en la socialización de obras públicas que ha desarrollado la secretaría del deporte y la recreación en la comuna 20 de Santiago de Cali(Universidad Santiago de Cali, 2023-12-02) Lenis Calderón, Diego Fernando; Ardila Behar, Ana CarolinaThis document presents an analysis of the communication strategy applied in the socialization of public works in Comuna 20 of Santiago de Cali. The problem addressed is the lack of citizen participation in public works projects, which can lead to a lack of transparency and poor management of public resources. The proposed research objectives are to analyze the communication strategy used by the Secretariat of Sports and Recreation in Comuna 20, identify the strengths and weaknesses of the strategy, and propose recommendations for improvement. The methodology used is a mixed approach and is supported by the application of a survey questionnaire. The main results show that the communication strategy used had a positive impact on citizen participation and that improvements can be made to the strategy to achieve greater participation. The main conclusion of the study is that effective communication is essential to achieve greater citizen participation in public works projects and that more effective communication strategies should be implemented to achieve greater transparency and better management of public resources.Item Análisis del plan de comunicación estratégica en la campaña política de Juan Carlos López Castrillón, candidato a la alcaldía de Popayán para el periodo 2020 -2023.(Universidad Santiago de Cali, 2022-09-16) Montenegro Muñoz, Claudia Patricia; Toro Cabrera, Fredy Alfonso; Ardila Behar, Ana CarolinaThe main objective of this study is to analyze the Communication Strategy Plan implemented by Juan Carlos López Castrillón, candidate for City Mayor of Popayan 2020-2023. We focused on the implementation of the campaign's Communication Strategy Plan, which was discovered in detail through interviews to the campaign officials in charge of communications, as well as research of the media outlets used to advertise the campaign. The format of semi-structured interviews was key to achieve results, due to its flexibility which allowed us to obtain important information about the elector as principal player in the democratic process. This is an investigative effort to highlight what Political Branding entitles as well as the importance of Strategic Communication to current regional affairs.