Communication and Social Mediation for the Change. Integrated Watershed Management Project with Participatory Approach. Case: Rivers Pao and Unare

Abstract

The work presented is intended to refer the process followed in the construction of a Mediation Model of Communicational designed to carry out transformational social action through the public communication of the information gathered during the execution of the draft Comprehensive Watershed Management with participatory approach, Pao and Unare cases Rivers, which was developed in order to analyze the status of such basins, promote conservation and local improvement under the endogenous and sustainable development. Methodologically documentary and descriptive field research, designed in three phases was performed: first, development communication model that integrates work and the dynamics of the network of researchers, stakeholders, organizations and populations involved; Second, structuring information in various communication materials: newsletters, brochures, calendars, press releases, special papers, radio micros and a Web page; and third: the compilation of the experience. Among the outstanding results we have: a) the communication impact on communities is associated with project identification and use of images recognized by villagers accompanied by simple language; b) the presence in the media has allowed the interaction to account for stateuniversity- community and promoting awareness of the watershed study. Finally, the communication component allowed evidence the collective learning process and the evolution of shaping public consciousness in integrated river basin management; also enables compilation replicate the experience in other contexts.