This thesis investigates how hybrid communication – defined as the deliberate integration of digital media (social networks, messaging apps, websites) with traditional channels (community radio, assemblies, printed materials) – is applied and perceived by five Bolivian civil society organizations (CSOs) engaged in socio-environmental activism. The central methodological contribution is the development and application of five original indicators that translate theory into an operational analytic: diversity of communication tools, integration of hybrid communication, participation, mobilization, and perceived effectiveness. These indicators, structure both data collection and analysis and constitute a reusable instrument for future research.
Empirically, the study employs a mixed-methods design comprising an online content analysis, an anonymous online survey of practitioners, and semi-structured online video interviews. Interpreting the evidence through Emiliano Treré’s triad of media ecologies, imaginaries, and algorithms, José Candón-Mena and David Montero-Sánchez’s technopolitics of coexistence, and Jun Liu’s theory of relational affordances, the analysis relates observable practices to the political-communicative conditions of Bolivia.
Findings show consistently high, if uneven, repertoire diversity. Environmental non-governmental organization sustain broader toolsets; grassroots collectives and Indigenous federations deploy more selective mixes anchored in assemblies, radio, and messaging apps. Integration is intentional and sequenced: offline deliberation authorizes and legitimizes action; digital channels circulate, memory-keep, and coordinate. Participation is strengthened not only by the speed and reach of digital tools but by their anchoring in culturally resonant offline spaces that afford trust and inclusion across multilingual publics. Mobilization is more contingent. While hybrid strategies accelerate coordination and preserve narrative traces, the conversion of online visibility into physical presence depends on trust networks, political opportunity, and risk calculations; sensitive calls frequently move through encrypted or face-to-face channels – an instance of strategic non-integration and selective opacity.
Perceived effectiveness is defined relationally rather than metrically. Practitioners value inclusion, legitimacy, identity continuity, adaptability, and influence on decision-making alongside visibility. Cross-cutting constraints include connectivity disparities, limited staff capacity, platform dependency and algorithmic volatility, and the broader dynamics of data colonialism. The results confirm core elements of Treré’s framework while extending it in three ways: they foreground multilingual, place-based publics as ecological drivers; they identify strategic non-integration as a protective tactic under risk; and they highlight culturally resonant scarcity—fewer, more authoritative posts—as a participation strategy in trusted networks.
For Communication for Development and Social Change, the thesis demonstrates that hybrid communication is a relational, political practice rather than a technological fix. Practical implications include diversifying channels to reduce dependency, sequencing offline trust-building with online amplification, designing redundancy across tools, and evaluating success beyond platform metrics. The indicator set offers a portable methodology for comparative and longitudinal research, including studies of transitions toward open-source or community-controlled infrastructures in similar socio-environmental contexts.