<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202024000700103</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Estrategia de comunicación para la promoción de actividades deportivas y recreativas en la comunidad]]></article-title>
<article-title xml:lang="en"><![CDATA[Communication strategy for the promotion of sports and recreational activities in the community]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rivera Merino]]></surname>
<given-names><![CDATA[Daniel Alexander]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Estatal de Milagro  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2024</year>
</pub-date>
<volume>16</volume>
<fpage>103</fpage>
<lpage>108</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202024000700103&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202024000700103&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202024000700103&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN La investigación sobre la &#8220;Estrategia de Comunicación para la promoción de actividades deportivas y recreativas en la comunidad&#8221;, se desarrolla en la ciudad de Milagro, y tiene como propósito desarrollar un enfoque integral que promueva la participación activa de la ciudadanía en actividades deportivas y recreativas.Se destaca que a través de la comunicación se puede educar a la ciudadanía a través de diversos canales, que incluyen medios locales, redes sociales, eventos comunitarios y cooperación con entidades educativas y deportivas. Desarrollar una imagen clara y mensajes que enfaticen los beneficios del deporte para la salud mental, física y social, con el objetivo de atraer la atención y la implicación de la comunidad.Para lograr el propósito de la investigación, se consideró oportuno aplicar una entrevista a profundidad con jóvenes, adultos y adultos mayores, líderes comunitarios y profesionales de la salud. De igual manera unaencuesta estructurada a una muestra representativa de la población de Milagro para recopilar datos cuantitativos sobre los niveles de participación en actividades deportivas.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The research on the &#8220;Communication Strategy for the promotion of sports and recreational activities in the community&#8221; is developed in the city of Milagro, and its purpose is to develop a comprehensive approach that promotes the active participation of citizens in sports and recreational activities. Communication is highlighted as an instrument that encompasses and facilitates access through various channels, including local media, social networks, community events and cooperation with educational and sports entities. Develop a clear image and messages that emphasize the benefits of sport for mental, physical and social health, with the aim of attracting the attention and involvement of the community.To achieve the purpose of the research, it was considered appropriate to apply an in-depth interview with young people, adults and older adults, community leaders and health professionals. Likewise, a structured survey was carried out on a representative sample of the population of Milagro to collect quantitative data on levels of participation in sports activities.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Actividad deportiva]]></kwd>
<kwd lng="es"><![CDATA[Recreación]]></kwd>
<kwd lng="es"><![CDATA[Comunidad]]></kwd>
<kwd lng="es"><![CDATA[Estrategia de comunicación]]></kwd>
<kwd lng="en"><![CDATA[Sports activity]]></kwd>
<kwd lng="en"><![CDATA[Recreation]]></kwd>
<kwd lng="en"><![CDATA[Community]]></kwd>
<kwd lng="en"><![CDATA[Communication strategy]]></kwd>
</kwd-group>
</article-meta>
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