La eficacia cultural de la comunicación de las ONGD: los discursos de los movimientos sociales actuales como revisión

Abstract

New social movements have employed communicative dynamics that can serve as a reference for deve- loping cultural efficacy in the communication practices of NGODs. This efficacy relates to the respon- sibility of the discourses of these organizations in the development of critical global citizenships, a goal of Communication and Education for Development. This article revises the concept of Communication for Development from this pedagogical project and defines NGODs as communicative agents for social change who seek to transform social movements into ”societies on the move” (Alfaro, 2005: 57-80). By analysing the communicative action of the 15M “indignant” movements from its cultural impact, we provide a theoretical base for the renovation of the communicative work of NGODs.