Comunicación del cambio social: Análisis de sistemas organizativos de empresas cooperativas, en aguas calientes, municipio de Acapulco, Gro.

Abstract

This research addresses the issue of communication in organizational systems in Social and Solidarity Economy Entities. The objective of the study is to analyze the importance of communication in organizational processes, from the internal scope of social enterprises, specific case of a lemon cooperative located in the rural community of Aguas Calientes, belonging to the Municipality of Acapulco de Juárez Guerrero. For this reason, related analysis categories were established; a) Communication in the Community and b) Organization System in Social and Solidarity Economy Entities in the Community. The Methodology was based on Participatory Action Research (PAR), with a qualitative approach. A participatory rural diagnosis was carried out, which responds to the objectives set during the thesis plan, focused on the knowledge and analysis of communication in the organizational process of the cooperative, taking into account the characteristics of the cooperative's organization, foresees carrying out communication planning in its organizational systems that provides relevant and necessary solutions to the problems that the organization presents. A semi-structured interview was used with a population of 9 members, of which 7 of them are former members of the cooperative and 2 are recent members. The results obtained demonstrate a marked need to manage communication as a direction and management strategy for organizations, influencing how to manage communication. That is why the planners of communication processes must become, from the plane offered by their specialty and experience acquired with work in the field, a nexus capable of generating results, efforts and priority topics of interest that emerge from the cooperatives. In this sense, the accompaniment work that was carried out with this community is shown, from the point of analysis of communication. It is attractive to show alternatives, examples and courses of action that are important and successful in adverse situations because in this way a self-managing, entrepreneurial and creative spirit is transmitted to generate social changes.