Inclusion and Accessibility in Institutional Communication: Study of the Official Facebook Accounts of Ecuadorian Public Institutions

Social media have become central tools for government communication; however, they also present significant accessibility challenges for people with disabilities, particularly those with visual impairments. This study analyzes inclusive communication and digital accessibility practices in the official Facebook accounts of six Ecuadorian public institutions. A mixed-methods approach was employed, combining documentary analysis, a focus group with visually impaired users, and content analysis of 2429 Facebook posts published between 2023 and 2025. The analysis was conducted using four dimensions: propositional communication, copywriting, images, and videos. The results show that most publications only partially comply with accessibility criteria. While progress was identified in the use of clear and accessible language in textual content, significant deficiencies persist in multimedia content, particularly in the lack of alternative text, subtitles, and audio descriptions. The study concludes that inclusive communication in Ecuadorian public institutions remains fragmented and is not yet implemented as a cross-cutting public communication policy.