Communication for social transformation in the communities of the Artemisa province

Abstract

This paper has the core idea to connect students enrolled in the Social Communication program with the development processes taking place in vulnerable communities, fostering their collaboration with public servants and other social actors to achieve integration. Its objective is to integrate students through the development of campaigns, strategies, and communication products that stimulate popular participation to improve quality of life. Qualitative research methods are employed. This initiative aligns with one of the country’s priorities: fostering an efficient government that drives popular participation and social transformation in vulnerable communities. Its most significant contributions include engaging communication students in substantive societal processes, promoting communication based on active listening and horizontality, and utilizing audio, print, audiovisual, and hypermedia tools to reflect social dynamics and support community empowerment.