Analysis of ancestral and digital communication at the Yololo cultural center from two case studies

Keywords: Communication, digital communication, culture, social networks, interculturality

Abstract

The relationship between social networks and users has allowed the exchange in real time and the expansion of ideas, customs, ideologies and stereotypes, due to phenomena linked to globalization. This affects the displacement of ancestral, spiritual and religious practices and rituals, once anchored in traditions, territories and specific social groups but increasingly displaced from the rural and Amazonian context, to the urban and city context, with uses of plant concoctions considered medicinal as the aguacolla or San Pedro cactus (Echinopsis pachanoi). The objective of this work is to analyze the perception of cultures, interculturality and ancestral medicines in social networks. This research is descriptive and proposes the in-depth study of two cases using a qualitative and ethnographic methodology, in which the variables are examined: communication and culture, and specifically, ancestral medicines, with the study of the perceptions of two subjects of study attendees at the Yololo Chicomoztoc Teocalli cultural center in the San Pedro de Chongón commune in Guayaquil, Ecuador. The analysis is based on the social network Instagram, through non-participatory observation, as well as in-depth interviews and foundation of academic literature. The partial findings of the research determine that prejudices and lack of information, among other historical lags, have promoted contempt for ancestral medicines and precolonial roots, considered as subaltern and barbaric or stigmatized from a marked cultural folklorization.

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Author Biographies

Guadalupe Vernimmen, Universidad de Guayaquil, Ecuador

Guadalupe Vernimmen es Docente investigadora y estudiante egresada del doctorado en educación por la Universidad Nacional de Rosario, en Argentina. 

Omar Sempértegui-Zabala, Instituto Superior Tecnológico Argos

Omar Sempértegui es Abogado de la República, graduado de la facultad de Ciencias de la Educación y Derecho de la Universidad Del Pacífico de Guayaquil. Egresado de la Maestría en Relaciones Internacionales y Doctorando en Ciencia Política de la facultad de Derecho de la Universidad de Belgrano de Buenos Aires, Argentina. Capacitador en Comunicación Política de la Red de Comunicación y Marketing Político de Latinoamérica. Conferencista de Consultores Políticos Independientes. Docente investigador y ensayista independiente del Ecuador en temas de Educación, Relaciones Internacionales, Política y Derecho. Consultor Político y Analista internacional consultado por medios locales e internacionales. 

Adrián Guerra, Universidad Internacional de Valencia

Adrián Guerra es Biólogo (Espol) y Máster en Comunicación Social de la Investigación Científica (VIU), presidente fundador de la Sociedad Psicodélica de Ecuador y organizador de eventos de divulgación científica, cultural y filosófica en museos y universidades de Ecuador, en torno a plantas y hongos de poder (enteógenos), ámbito sobre el cual publicará un libro en tres tomos: América Enteogénica (2024), en coautoría con Lupita Vernimmen, entre otros autores, intercalando información literaria, histórica, antropológica, lingüística, psicofarmacológica, etc. 

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Yaden, D. B., Le Nguyen, K. D., Kern, M. L., Belser, A. B., Eichstaedt, J. C., Iwry, J.,
Published
2024-09-30
How to Cite
Vernimmen, G., Sempértegui-Zabala, O., & Guerra, A. (2024). Analysis of ancestral and digital communication at the Yololo cultural center from two case studies. GIGAPP Estudios Working Papers, 10(273-281), 529-542. Retrieved from https://gigapp.org/ewp/index.php/GIGAPP-EWP/article/view/341
Issue
Vol 10 No 273-281 (2024): Special Issue RICE 2024
Section
Articles

Copyright (c) 2024 Guadalupe Vernimmen, Omar Sempértegui-Zabala, Adrián Guerra (Autor/a)

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