Estrategias comunicativas de Asociación Nacional de Jóvenes y Estudiantes de Colombia - Universidad Distrital (ANJECO-UD) y su influencia sobre la opinión pública estudiantil

Abstract

This research analyzes the role of ANJECO-UD’s communication strategies in shaping student public opinion at the Francisco José de Caldas District University. The main objective is to characterize these strategies and evaluate their impact on the formation of positions within the university community. The study is based theoretically on contributions about public opinion, student movements and strategic communication, taking authors like Habermas, Martín-Barbero and Castells, who allow to understand communication as a process of construction of meaning, social mediation and political articulation. Methodologically, the research is developed from a qualitative approach with support of quantitative tools, through three main techniques: semi-structured interviews to members of the student movement, documentary review to characterize the target audience and application of a survey of university students. This design allowed a triangulation of the information to understand both the communicative strategy and its reception. The process showed that ANJECO-UD implements a structured communication strategy that articulates digital and face-to-face media, highlighting the use of the "4 Cats" medium under a segmented communication model. The findings indicate that, although there is a high level of recognition of the collective, the impact on public opinion is strengthened mainly through direct participation in activities, showing that communication not only informs, rather contributes to the construction of the political subject in the university context.