Propuesta crossmedia de identidad cultural: mitos y leyendas orenses.

Abstract

Cultural identity is a concept that has evolved over time and encompasses multiple cultural manifestations that identify a place, community, country or nation. The many cultural manifestations that are part of a cultural identity are: customs, traditions, myths, legends, tales, rituals, festive events, gastronomy, clothing, parks, squares, churches, temples, monuments, streets and museums, elements that are part of a single community, creating a sense of belonging and historical social construction in human beings. The main problem shown in this research is the lack of cultural identity among Machaleños citizens, with the passage of time people have adapted foreign cultures as their own, however, this behaviour of people has affected the cultural identity of a community, devaluing the identity of a place. However, the culture of the province of El Oro is rich and immense because of its different cantons and each one with its own cultural identity, for this reason it has been chosen to work with the myths and legends of the Orenses, to highlight one of the many legends that are being lost and forgotten, because the myths and legends are part of the elements of cultural identity of intangible heritage, Work has been done on the development of a Crossmedia proposal to strengthen the cultural identity of Machaleños in the province of El Oro, which is based on communication products published by different media and social platforms. This work was carried out using a qualitative methodology in which we collected the necessary information through the research methods. The scope of the research is descriptive because it seeks to narrate stories with valuable meanings that influence the cultural identity of the audience, analyzing the studies of students from the 8th grade of basic education in the city of Machala. Through applied surveys, it was determined which communication products are to be worked on and which social platforms are frequently used. In addition, interviews were conducted with experts on the subject of cultural and narrative identity Crossmedia, taking into account the important aspects for the development of communication products and for them to have an effect on the Machalean citizenry of the province of El O. The communication products of the crossmedia proposal were disseminated through digital media and platforms, which allowed us to strengthen the myths and legends of the province of El Oro, telling the story in a creative, dynamic and appealing way for the public. On the other hand, the level of acceptance and reach of the products in the audience was calculated. The study revealed that a cross-media proposal of cultural identity made up of products such as animated videos, comics and 360o photography is a feasible idea for strengthening cultural identity in the public, as well as a viable proposal with new ideas of recreation to be used in the educational field.