Evaluación de la Efectividad de los Canales de Comunicación Digitales Externos Usados por el Gobierno Autónomo Descentralizado Municipal Intercultural del Cantón Saquisilí (GADMICS)

Abstract

The Saquisilí Canton, belonging to the province of Cotopaxi, has a Municipal Decentralized Autonomous Government (GADMI) that plays a crucial role in its local management. To strengthen its reputation and encourage citizen participation, it is essential to optimize its external communication through digital channels accessible to the community. The purpose of this research work is to evaluate the effectiveness of the digital channels of the GADM of the Saquisilí Canton. This involves identifying the available channels and analyzing the reach and level of interaction of users with these media. To achieve this, a mixed methodology was applied that involved the collection of descriptive data through the development of a matrix where several particularities are taken into account to assess whether the published information is effective. Similarly, a series of semi-structured interviews were used with various stakeholders, such as authorities, officials, representatives of parish councils and indigenous organizations. The results revealed inefficient digital communication on GADM platforms, evidenced by low user interaction. In addition, a discrepancy between authorities on political issues was identified, which affects the cohesion and effectiveness of institutional communication. Consequently, recommendations are proposed to improve the external communication of the Intercultural Municipal Decentralized Autonomous Government of Saquisilí Canton. These recommendations are based on the findings obtained and seek to optimize the interaction with the community, promote transparency and strengthen the image of the government.