La divulgación ambiental frente al cambio climático en la provincia de Camagüey, Cuba/Environmental dissemination to climate change in Camagüey province, Cuba

Climate change ranks as one of the major global challenges at the present time, which dictates the intensification of adaptation and mitigation measures, according the degree of vulnerability and risk in the short, medium and long periods, depending on the characteristics of each place; hence advertising in this direction not escape the changing environment, in contrast with much acuity should think what to do. This paper addresses the role of the media in the dissemination of environmental issues, explores organizational and structural mediations, the cognitives and the external factors in information processing with emphasis on addressing natural disasters and the effects of climate change in their relationship with the receiver or public to which the communication products and the context in which these actions are performed are headed. Results of a descriptive qualitative research-oriented to the characterization of the production process of the media are synthesized.