El papel de la comunicación en la promoción del desarrollo social y sostenible

Abstract

This article examines the fundamental role of communication in promoting social and sustainable development in Ecuador. Using a theoretical and practical approach, it highlights how communication—understood as a relational and participatory process—shapes collective knowledge, fosters social cohesion, and contributes to the transformation of realities. The study analyzes local experiences linked to the 2030 Agenda and the Sustainable Development Goals (SDGs), showing the influence of media, digital technologies, and social economy organizations in raising public awareness. A mixed-method, non-experimental approach was applied, including surveys of 385 participants. The results reflect a generally positive perception of communication's role in sustainability issues, although challenges persist regarding clarity, outreach, and participation. The findings suggest that while strategic communication has advanced, it is necessary to strengthen communication channels, adapt messages to the sociocultural context, and encourage more active and empowered citizen participation. When communication is inclusive, clear, and bidirectional, it becomes a catalyst for social change and a key tool for achieving truly sustainable development.