Análisis de la estrategia de comunicación ejecutada en el proyecto de infraestructura vial IDU-1653-2020 adelantado en el sector de Patio Bonito

Abstract

Communication strategies in public entities are a fundamental aspect in Social Communication studies, since they allow us to understand how information of public interest is transmitted and how the capital district relates to its different audiences. This degree work presents a case study on the communication strategy of a high-impact road infrastructure project in Bogotá: the adaptation of the Transmilenio trunk along Ciudad de Cali Avenue, group 4, between Villavicencio and Manuel Cepeda Vargas Avenues, corresponding to contract IDU-1653-2020. The research analyzes the influence of this strategy on the inhabitants of the Patio Bonito neighborhood, investigating its formulation, the tools used, the implementation process and the impact generated in the community. The study is based on an analysis of previous documentation, complemented by the analysis of the strategic formulation and the review of the evidence of its application in the affected population. Based on this, we seek to identify strengths, weaknesses and possible opportunities for improvement in the communication of public infrastructure projects in public institutions.