Campaña digital educomunicativa de elementos culturales festivos representativos de Tungurahua-Ecuador.

Abstract

Today, the integration of technology and communication has transformed the way societies interact, learn and preserve their cultural heritage. Digital educommunicative campaigns emerge as key tools for the promotion of festive cultural elements, connecting local and global communities. The province of Tungurahua, in the heart of Ecuador, stands out for its cultural richness and festive diversity, essential elements of its identity. The main problem presented during the development of the research was based on the fact that the information in digital media is mostly focused on tourism promotion, generating confusion about the true cultural value, thus, it was mentioned that it is essential to adapt the educommunication to capture the attention of young people, avoiding the loss of these cultural expressions. The motivation for the research was that young people, facing constant changes, need tools to transform problems into opportunities. Under this consideration, it was determined that the aim of this research is to generate a digital campaign for the festive cultural educommunication in Tungurahua, directed to young adults from 18 to 26 years old. Finally, we determined the conclusions, where educommunication is highlighted as a powerful tool for mass learning, underlining the importance of identifying access barriers and information gaps. Also considering that social networks are perfect to implement digital marketing, due to their wide acceptance. The most representative festivities were identified in Tungurahua, including three recognized as Intangible Heritage of Ecuador. The Design Thinking methodology allowed to develop effective graphic pieces, based on the needs of the audience and a detailed research of each festivity.