ESTUDIO DE LA PERCEPCIÓN DE LA CAMPAÑA LA MANO SUCIA DE CHEVRON EN LOS CIUDADANOS QUE VIVEN EN EL ECUADOR

Abstract

"La mano sucia de Chevron" is an Ecuadorian Government’s campaign that arises in response to a series of strategies to discredit the Ecuadorian state. The multinational oil company Chevron-Texaco tries to discredit Ecuadorian state as a way of evading responsibility for ecological damage in the Amazon as a result of its operations. This campaign is in addition to the legal proceedings initiated by the victims and seeks to exert social pressure through the routing for world public opinion. Using the literature review and historical information available, it is explained how conflict was originated and why this case has been internationally transcendental. Also, the responsibility of the oil company, the communication strategies of each position (such as lobbying and campaigns), and the communication objectives of the Ecuadorian campaign were objectively evaluated. This investigation has as main purpose to evaluate the effectiveness of the campaign internally, identifying the perceptions and opinions with a sample of citizens from the three cities with the highest concentration Ecuador: Quito, Guayaquil and Cuenca. The sample used is stratified random-systematic and type of research is quantitative. The main results of the research show that 84.9% of the sample know the "reason" of the problem through the campaign, identifying the cause that originated it smoothly. And of that group, 92.2% believes that through the campaign itself has been influenced environmental awareness. Therefore it is concluded that the campaign has achieved its goals with high effectiveness. As additional findings conclude that traditional media have played a more important role than electronic media and social networking. The campaign has been more widely through traditional mass media and, in turn, is President Rafael Correa Delgado whom the sample identified as the main spokesman for the campaign