Culturas organizativas y discursos comunicativos de las ONG españolas ante los Objetivos de Desarrollo Sostenible en el espacio digital

Abstract

The present article aims to conduct an analysis of the communicative discourses of Spanish non-governmental development organizations (NGDOs) in relation to the Sustainable Development Goals, considering their organizational culture. This approach suggests that there is a correlation between the legal form adopted by an NGDO and the social practices they implement, such that an expressive organizational culture favours more participatory communication from citizens than an institutional organizational culture. To this end, a structured sampling has been carried out according to the three existing groups of NGDOs (large, medium, and small), and in-depth interviews with those responsible for these entities have been conducted, as well as a documentary analysis of materials produced by them. The results point to a greater incorporation of the SDGs among the large organizations at the pole of institutionality, as well as a predominance of a communicative framework centered on the transmission of information and strongly influenced by commercial logics. However, it is evident that the organizational culture influences, but does not absolutely determine the communicative discourses implemented by the solidarity organizations.