Communication strategies for local development of rural sectors in poverty in Ecuador

Abstract

In rural sectors that are in poverty, local development largely depends on the availability of information and the effectiveness of communication processes carried out in the communities. Therefore, this study aims to analyze the communication strategies that materialize these processes in order to evaluate their influence on information dissemination and community participation in Ecuador. The research approach was conducted through a quantitative descriptive design, applying a structured survey to a sample of 67 inhabitants of rural sectors. The instrument used to collect information included questions related to access to communication media, frequency of use, and availability of digital connectivity. The results revealed that the mobile phone is the most widely used medium for obtaining information, followed by social networks and television. It was also identified that radio continues to be a communication medium within the community, as more than 60% of respondents reported listening to it occasionally. Furthermore, it was determined that the use of mobile phones for communication is very common and that more than half of the respondents reported having internet access, although a connectivity gap still remains.