Productos transmedia para promover el patrimonio cultural del carnaval de Guaranda y diablada Pillareña

Abstract

Festivities such as Guaranda Carnival and La Diablada Pillareña are two important festivities of the non-tangible cultural heritage of Ecuador, these are in endangered, as their roots are being lost due to globalization and modernization, which has led young people to abandon indigenous traditions as mestizos, therefore, the objective of this research proyect was to create a strategy composed of Transmedia products for the cultural heritage of Guaranda carnival and La Diablada Pillareña. The design thinking methodology which was implemented, had a qualitative approach that allowed not only to understand the objective audience, but also to inspire them to consume the content created to obtain an immersive experience in order to satisfy the proposed problem: The survey population was teenagers between 20 and 25 years old belonging to these cities, being fundamental to propose the desired strategy. Through the implementation of the methodology it was concluded that the roots of these festivities are being forgotten so it was proposed the creation of fact sheets about the characters, as well as the festivities, as well as different graphic pieces as part of a Transmedia strategy, being the distribution of these through different social networking platforms previously analyzed as: TikTok, Instagram and YouTube. The results reveal that the strategy effectively captured the attention of young people, strengthening their connection with the festivities of Guaranda Carnival and the Diablada Píllareña, thus promoting their appreciation of the non-tangible cultural heritage.