Sistematización de las estrategias de comunicación de la Municipalidad Metropolitana de Lima para la promoción del deporte y la actividad física en el contexto de COVID -19

• Autor: Huamaní Junes, Susan Paola
• Formato: tesis de maestría
• Fecha de Publicación: 2024
• Institución: Pontificia Universidad Católica del Perú
• Repositorio: PUCP-Tesis
• Lenguaje: español
• OAI Identifier: oai:tesis.pucp.edu.pe:20.500.12404/30286
• Enlace del recurso: http://hdl.handle.net/20.500.12404/30286
• Nivel de acceso: acceso abierto
• Materia: Comunicación en administración; Comunicación organizacional; Alianzas estratégicas (Empresas); Deportes--Perú--Aspectos sociales; https://purl.org/pe-repo/ocde/ford#5.08.00

In the context of the health crisis caused by the COVID-19 pandemic, the Metropolitan Municipality of Lima implemented various communication strategies to promote sports and physical activity to preserve the well-being and health of the population. This research aims to systematize the Municipality's experience from a communication perspective in promoting sports and physical activity. The study follows a qualitative approach, complemented by a quantitative content analysis. Through a systematization methodological design to reconstruct the experience of the Sports Subdivision of the Metropolitan Municipality of Lima, three key areas were analyzed: government communication strategies, strategic partnerships, and crisis communication. Based on semi-structured interviews and document review, the communication strategies used to promote different sports programs were examined. The results show that the Sports and Recreation Subdivision of the Metropolitan Municipality of Lima adopted a set of government communication strategies aimed at overcoming the limitations imposed by health restrictions, despite the lack of a structured communications plan. It identifies key stakeholders in strategic partnerships to strengthen and expand program reach and demonstrates a swift crisis response by adapting its in-person programs to the digital environment.