Internal Organizational Communication Strategy for the Municipal Association of Peasant Women of Lebrija (Ammucale) From a Decolonial Perspective
Year: 2025
Type: article
Abstract: Objective: This study develops an internal organizational communication strategy for the Asociación Municipal de Mujeres Campesinas de Lebrija (Ammucale) to transform its communication practices from a decolonial perspective, strengthening internal cohesion and female leadership. Theoretical Framework: The research is based on concepts of internal organizational communication, decoloniality, and collectivity, critically addressing the structural challenges faced by rural organizations and the need for horizontal and participatory communication models. Method: Participatory Action Research (PAR) was employed, ensuring the active involvement of Ammucale’s women throughout the process. Data collection included participant observation, semi-structured interviews, focus groups, and audiovisual records. Results and Discussion: The study identified deficiencies in communication flows that affect the organization’s sustainability. In response, seven action lines were designed to improve internal management and foster meaningful dialogue spaces, ensuring the association’s continuity and community impact. Research Implications: The study contributes a decolonial approach to organizational communication, providing a useful model for rural associations seeking to strengthen internal processes and promote female leadership in rural communities. Originality/Value: By integrating a decolonial perspective into organizational communication, this research offers a replicable model for rural organizations aiming for autonomy and social transformation through participatory communication.
Author: Diana Cristina Rivero Bautista
Institution: Universitaria de Investigación y Desarrollo
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4407829488