Comunicación para el cambio social y nueva teoría de la estrategia, en los procesos de movilidad urbana sostenible

Abstract

The research seeks to investigate the relationship between communication for social change and the new theory of strategy in sustainable urban mobility processes, to understand its application in the MES Plan of the Pontifical Bolivarian University of the city of Medellín. The mobility plans respond to resolution 1379, which obliges Colombian companies with more than 200 employees to measure the impact of their employees' travel to and from their workplace and to propose strategies that mitigate this impact. To achieve the proposed objectives, in-depth interviews are conducted with experts from five Latin American cities. Also, the advertisements developed by the university in terms of mobility are analyzed and these communication strategies are contrasted with the urban mobility processes of the employees, based on the development of focus groups. Theoretically, topics such as communication for social change, new theory of strategy, communication and urban mobility and sustainable mobility strategies in the world are addressed. The final proposal shows the parameters from which communication processes for social change should be developed, supported by the new theory of strategy in sustainable urban mobility processes.