La Comunicación Política Municipal y su Incidencia en la Opinión Pública de los Ciudadanos del Cantón Pindal, año 2024

Government communication is essential in the relationship between the municipal administration and the citizens, influencing public perception and trust in governance. This study aims to analyze municipal political communication and its impact on the public opinion of the citizens of Pindal canton (Loja–Ecuador). The research follows a descriptive design, with a mixed approach (qualitative–quantitative), and is cross-sectional in nature (specific point in time). For data collection, methodological triangulation was applied using a survey validated by experts. The sample consisted of 370 citizens selected through intentional non-probabilistic sampling due to the study’s characteristics. Additionally, interviews were conducted with the mayor and the communications director, and content from the institution’s Facebook page was analyzed. The data obtained were analyzed using descriptive statistics in Excel software. The results show that 50.3% of citizens believe the municipality’s communication has little influence on their perception of the mayor’s performance. Moreover, 28.9% rate this performance as average based on the information received. A total of 53.8% emphasize the importance of holding community meetings to interact directly with the authority. Facebook is the most used channel (54.3%), followed by radio (25.4%) and the municipal website (18.4%). Only 1.9% receive information through meetings. It is concluded that strategic political communication strengthens the relationship between authorities and citizens and promotes participatory and legitimized governance.