Cambio social y nueva teoría de la estrategia en procesos de movilidad urbana

In recent years, the purpose of strategic communication has been the subject of reflection, in relation to its primary function of impacting audiences and obtain commer-cial objectives. The above has given rise to a new perspective, the result of an approach to the human sciences. This approach, called new theory of strategy, seeks to establish a dialogue between these commercial objectives and the social impact of their implementa-tion. In such a way that, from the planning process itself, strategic communication enters into dialogue with the interests of what it calls agents, which are those subjects that the actions of communication impact. Taking into account the above, this research seeks to: analyze the relationship between communication for social change and the new theory of strategy, in order to recognize the possibilities it offers to urban mobility. From a qua-litative approach, the research collects the testimony of 12 Ibero-American experts in communication for development, strategic communication and urban mobility, based on semi-structured interviews. The results show the role of the new theory of strategy and the opportunities that its implementation represents for social change, in the development of urban mobility programs and strategies.