Comunicación digital para el desarrollo socio-cultural del santuario cultural Yololo de la parroquia de Chongón
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2021-03-16
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Universidad de Guayaquil: Facultad de Comunicación Social
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La investigación Comunicación digital para el desarrollo socio-cultural del santuario cultural Yololo de la parroquia Chongón ofrece alternativas comunicacionales para que este lugar logre posicionarse en redes sociales y así conseguir una comunidad virtual, que posteriormente se acerque a las actividades que realiza el santuario. Dentro de la investigación se aplica un modelo cualitativo, de tipo exploratorio donde a partir de observaciones, la revisión bibliográfica y entrevistas se realiza un análisis de los usuarios y posibles usuarios acerca de su consumo en redes sociales y su relación con los saberes ancestrales y la medicina alternativa. Resulta imprescindible recordar, que debido al contexto de la pandemia del Covid-19, muchas de las dinámicas sociales y sitios de encuentro, como el Santuario, se han visto fuertemente afectados por las medidas de bioseguridad y restricciones que se han llevado a cabo para evitar los contagios. No obstante, dentro de la campaña no solo se abordan estrategias digitales, sino también acciones complementarias que refuerzan la imagen del Santuario cultural Yololo en distintos espacios. Al tener como objetivo el desarrollo sociocultural de Chongón, fue necesario implementar contenido y actividades que muestren las prácticas y sabiduría ancestrales de manera sencilla y amigable para los nuevos públicos y también para consolidar la fidelidad de los usuarios habituales.
Yololo de la parroquia Chongón offers communication alternatives to position this place in social networks and thus be able to achieve a virtual community, who also approaches the activities carried out by the sanctuary. Within the research, a qualitative, exploratory model is applied, based on observation, bibliographic review and interviews, an analysis of users and possible users is carried out about their consumption in social networks and their relationship with ancestral knowledge and medicine alternative. It is essential to remember that due to the context of the Covid19 pandemic, many of the social dynamics and meeting places, such as the Sanctuary, have been strongly affected by the biosecurity measures and restrictions that have been carried out to prevent contagion. However, the campaign not only addresses digital strategies, but also complementary actions that reinforce the image of the Yololo Sanctuary in different spaces. By targeting the sociocultural development of Chongón, it was necessary to implement content and activities that show ancestral practices and wisdom in a simple and friendly way for new audiences and also to consolidate the loyalty of regular users.
Yololo de la parroquia Chongón offers communication alternatives to position this place in social networks and thus be able to achieve a virtual community, who also approaches the activities carried out by the sanctuary. Within the research, a qualitative, exploratory model is applied, based on observation, bibliographic review and interviews, an analysis of users and possible users is carried out about their consumption in social networks and their relationship with ancestral knowledge and medicine alternative. It is essential to remember that due to the context of the Covid19 pandemic, many of the social dynamics and meeting places, such as the Sanctuary, have been strongly affected by the biosecurity measures and restrictions that have been carried out to prevent contagion. However, the campaign not only addresses digital strategies, but also complementary actions that reinforce the image of the Yololo Sanctuary in different spaces. By targeting the sociocultural development of Chongón, it was necessary to implement content and activities that show ancestral practices and wisdom in a simple and friendly way for new audiences and also to consolidate the loyalty of regular users.
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COMUNICACIÓN DIGITAL, YOLOLO, ANCESTRAL, CAMPAÑA COMUNICACIONAL
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