Elaboración de un estudio etnográfico sobre los componentes comunicacionales que inciden en la reputación del GAD Parroquia Santa Ana en su escenario de gestión

Abstract

The purpose of this ethnographic study was to analyze the communicational components that affect the social reputation of the parish GAD of Santa Ana in the administrative period 2014-2019, this in order to establish strategic communication references, which will allow the strengthening and sustainability of the social reputation of the parish government. For the development of the present study, it started with the bibliographic and historical review of the parish was used, secondly, a field investigation was carried out and as a third stage we proceeded to establish communication references to strengthen the reputation of the GAD parochial. Regarding the field of the investigation, the participant observation and the field diary were carry out in order to be part of the study context. In addition, it was necessary to know the situation closely, also, an ethnographic interview with key actors was apply in addition, it was done use of the SWOT, which allowed us to diagnose the communicative situation of the GAD, and finally, a cartographic workshop was held with the community leaders and inhabitants. Finally, the results obtained reflect a regular level of the social reputation of the parish GAD, this due to the deficient communicative processes and the lack of participation and interest on the part of the population.