Diagnóstico de comunicación para el desarrollo del proyecto atención de adultos mayores en la parroquia Bellavista del GAD Municipal de Santa Rosa.

Abstract

The objective of this research work is focused on the implementation of a communication diagnosis to improve the scope and perception of the Elderly Care Project in the Bellavista parish of the Municipal Government of the Santa Rosa canton. To address this problem, the degree work focuses on achieving the following specific objectives: to know the communication strategies and products of the project, to determine the needs and opportunities for improvement in its communication, and to analyze the perception of the community and beneficiaries about the program. In order to fulfill the mentioned objective, a qualitative-quantitative methodology was used where different techniques were used such as semi-structured interviews to the project technicians for the directive of the group of older adults, workshops where the SWOT analysis, NOPS of communication and brainstorming were carried out, ending with the implementation of surveys and other methods such as the documentary review of scientific articles that help us to have clear ideas about the different definitions carried throughout the research. These techniques together have allowed us to have a clearer vision about the initial situation in which we found the project of older adults, and the guidelines to be applied to implement the communication diagnosis established in the objectives. In the results found, we highlight the lack of effective communication strategies in the project to publicize the work being done with the elderly, resulting in the community and the elderly having limited knowledge about the program, which also decreases and limits the participation and interest of the community and the elderly to participate and commit to it, resulting, for example, in the withdrawal of the beneficiaries due to the lack of collaboration and support from their families, because they do not understand the importance of strengthening the project. Although there is a considerable half of the surveyed population that does not have a family member involved in the elderly care project, due to two main reasons, time and the low acceptance of the elderly towards the project, there is also a percentage close to half that is aware of the various benefits provided by the activities such as interacting with other elderly people, entertainment and staying active. An important result found in the project is the ways in which older adults and their families find out about the project, since the data have shown that more than half of the respondents find out about the project through informal communication such as word-of-mouth information and visits by the promoter. Finally, the case study seeks to contribute to improve the cognitive development and social insertion of older adults in the Bellavista parish.