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Comunicación y sociedad

versão impressa ISSN 0188-252X

Resumo

ORTEGA-GAUCIN, David  e  PENA-GARCIA, Alejandra. Critical analysis of the communication campaigns meant to encourage "water culture" in Mexico. Comun. soc [online]. 2016, n.26, pp.223-246. ISSN 0188-252X.

The advertising campaigns carried out by the Comisión Nacional del Agua with the objective of encouraging water culture in the population were analyzed, and some factors that explain their limited impact on modifying water consumption habits were identified. It concludes that it is necessary to consider formative and participatory learning processes as part of these campaigns so that they are more efficient.

Palavras-chave : Water culture; communication campaigns; public policies; education; water conservation.

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