Campaña de comunicación en redes sociales para difundir la cultura del cantón Santa Rosa.

Abstract

Within the Santa Rosa canton, information related to cultural issues is scarce, in the absence of initiatives that promote the dissemination of their culture, people are at risk of forgetting the legacy left by our ancestors and those knowledge that have been passed from one generation to another, over the years. Santa Rosa is a city full of history, customs, traditions and beliefs, which the new generations need and deserve to know with the sole purpose of enthhether the cultural heritage (its origin and its essence) remains alive through time in the memory and hearts of each one of them. Therefore, the purpose of this research work, with a process of systematization of practical experiences of Research or Intervention, was the development of a communication campaign in social networks for the dissemination of the culture of Santarroseña. Initially, a survey was applied to the citizens of Santarroseños where it could be evidenced that 62.6% of the respondents knew little about the culture of their canton, in addition accurate data was obtained for the realization of the campaign such as: the elements that are part of their culture, the target audience that in this case were the children, What social networks to use? and the cultural values that should be disseminated. From this was born the interest of executing actions such as the creation of communication pieces that motivate children to know about the history, cultural identity, monuments, sculptures, beliefs, customs and traditions of their canton. The objectives were aimed at executing a campaign to disseminate the cultural identity of the Santa Rosa Canton, in order to preserve its culture. A mixed approach was used, since techniques such as the online survey towards the citizens of Santarroseños and the focus group to children between the ages of 5 and 11 years old were used, the application of these two techniques allowed to know the impact of the campaign. The communication products that were developed were: animated videos of the best known legends of the canton, an online puzzle, flyers and infographics, to capture the attention of the audience; these products were published on the Facebook and Instagram account of "Orotopia", a Linking Project of the UTMACH, this page is aimed at making visible the Cultural Heritage of the province of El Oro, so it was considered appropriate to use this medium to carry out the campaign. The results obtained allowed us to know that the realization of a campaign that disseminates cultural contents of the canton is feasible so it could be evidenced in the acceptance that "The magic of Santa Rosa" had in the audience after sharing, commenting, reacting to each of the publications uploaded to the aforementioned page. The evaluation of the intervention was carried out with a focus group of children through a meeting via Zoom where they were explained in a didactic way about their culture, contributing to a broad and meaningful learning, achieving favorable results from them.