Comunicação popular no exercício da cidadania: o envolvimento da Acção académica para o desenvolvimento das comunidades rurais- ADECRU e o seu impacto no público-alvo

Abstract

The present work studied the Popular Communication in the Exercise of Citizenship – the Involvement of Academic Action for the Development of Rural Communities-ADECRU and its Impact on the Target Audience. This study aimed to understand to what extent ADECRU uses the guiding principles of the Popular Communication in the scope of its activities in the rural communities where this organization has the greater focus. For this purpose, this research used the techniques of interview, observation and documentation. The data analysis and interpretation was based in mixed approaches, namely qualitative and quantitative. During the research it was realized that ADECRU lacks a communication policy and strategy to achieve the desired results so that its popular communication can be more efficient and effective. Allied to this aspect, ADECRU only has a website, blog and Facebook, but it does not have a community television and radio station to broadcast in local languages in order to allow the population to be more protagonist in the fight for their rights. The social media that ADECRU has are not the domain of its target audience, hence the need for television and radio in the communities where this organization operates. In accordance with the foregoing, it was understood that the majority population benefiting from ADECRU's activities is not consuming the publications made by this organization and few of them participate in the planning, dissemination and evaluation of published results, but only participate in the activities.