BRIDGING THE GAP: IMPROVING COMMUNICATION AND ENVIRONMENTAL MANAGEMENT IN THE CITY COUNCIL OF MADRID

Abstract

Two complementary studies, in which experts, technicians and citizens are consulted regarding communication campaigns and environmental management conducted by the City Council of Madrid. A mixed method is developed (qualitative and quantitative techniques) with interviews, educational campaigns and review of citizens' complaints to the municipality (N = 932). The results highlight some problems within local management and communication that maintain environmental conflicts. The conclusions seek to increase the value of environmental education and their different strategies, consistent in complementarity with other mechanisms inherent to public administration (management, legislation, investment).