Aplicación del proyecto de comunicación estratégica digital para el posicionamiento de la producción alfarera en las comunidades de Chico Ingapirca y Pacchapamba

Abstract

The importance of pottery has a strong impact on the artisan sector in Ecuador, however, there is concern of the new generations regarding the loss of interest in continuing the craft. In this context, the present study aimed to position the pottery activity of artisans from the communities of Chico Ingapirca and Pacchapamba, located in the southern part of Ecuador, through digital platforms. To fulfill the purpose of the research, a qualitative approach methodology was developed through instruments such as interviews and life stories made to members of the communities that are dedicated to this production.