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Communication of informal financiers. Case of the city of Alamor in Ecuador

Abstract:

The construction of identity and power in communication is addressed. The objective is to analyze the communication of informal financing services. The study was conducted in Alamor, Puyango canton. A mixed approach was used, combining qualitative and quantitative methods through interviews and a survey of a sample of 351 people from the economically active population. The results highlight that the lack of access to formal financing, due to strict bureaucratic requirements, drives the use of informal financing, which in turn perpetuates cycles of debt and dependency. It is suggested that part of the solutions lie in adequate financial education and inclusive communication strategies by formal institutions.