El Programa IMSS Oportunidades. Un acercamiento a su estrategia de comunicación educativa aplicada a un contexto de alta marginalidad

Méndez, Ma. Guadalupe Chávez; Hoyos, José Ramiro Caballero; Espino, Joel Monárrez; Cuéllar, Karla Y. Covarrubias
June 2010
Estudios Sobre las Culturas Contemporáneas;jun2010, Vol. 16 Issue 31, p113
Academic Journal
Case Study
Aim: To understand the implementation process of the education communication strategy (ECS) of the IMSS Oportunidades Program from the perception of its institutional actors in a highly marginalized area of Mexico. Methodology. A qualitative instrumental case study was conducted in April 2009 to explore in detail characteristics of an ECS in a remote indigenous context in the south of the northern Mexican State of Chihuahua. The field work was carried out in the communities of Guachochi, Baquiriachi and Cabórachi. Empirical and contextual information related to the study aim were collected using the methodological and technical applications of ethnography, key informant interviews, and non-participant observations. Result. Within this community background, the operative meaning of the ECS of the IMSS-Oportunidades program oscillated between the vertical and the horizontal. The existing co-responsibility between the two main program players -the medical and community caretakers- operate as the central axis for exercising the development of health promotion activities and support the development of the ECS. Conclusions. The positive impact of the Program and its ECS was recognized by the institutional actors interviewed, which seemed to be the result of a continued coordination and participative work for decades between the community and the health teams involved in intervention activities at community level.


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