Digital communication strategies in solid waste management
An analysis of effectiveness in government social media
DOI:
https://doi.org/10.56162/transdigital567Keywords:
visual communication, digital strategies, citizen participation, solid wasteAbstract
The proper management of municipal solid waste represents one of the most pressing environmental challenges in contemporary cities. This study analyzed the effectiveness of the visual dissemination strategies implemented by the municipality of Monterrey, Nuevo León, Mexico, through its official Facebook page during 2023. Using a qualitative, semiotic approach, 166 images published by the Secretariat of Sustainable Urban Development were evaluated, considering aspects of visual composition, iconicity, cultural symbolism, and the denotation and connotation of messages. The results revealed a predominance of institutional photographs over educational materials, with high iconicity but limited use of cultural symbols that generate an emotional connection with the audience. An irregular publication frequency was identified, with peaks in May and June and significant decreases in January and December. Average engagement showed a positive correlation with publication frequency, although the quality of the visual content and thematic relevance also play a decisive role. It was concluded that, although there are institutional efforts to make municipal actions visible, the strategy requires diversification of formats, strengthening of persuasive narratives with emotional components, and design of interactive mechanisms that transform digital communication into an effective tool to promote sustainable waste management practices.
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Copyright (c) 2026 Juan Manuel Rivera Mendoza, Magda García Quintanilla, José Gregorio Alvarado Pérez
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