Diseño de una estrategia de edu-comunicación asertiva en plataformas digitales, que permita a la comunidad de la parroquia de Calderón conocer sus derechos sobre equidad de género en época de pandemia

Abstract

The naturalization of gender violence is rooted in society. People overlook actions that should be rejected. The main reason for this is the vision of the environment and the space in which the struggle for the claim of power takes place in all kinds of domains. Visualize these behaviors where men claim their authority, since they are almost automated attitudes in the process of demonstrating their superiority over women and become violent practices that are easily normalized, so it is important to achieve change in this way to achieve equality between men and women. This domination is daily, the habitual fact of living in the patriarchy, the peculiarities of seeing women at home, conceiving of men participating in an active social life, and the existence of violence, there is a deeply rooted attitude although it is affirmed and justify, it is happening in front of everyone, without anyone refuting it, therefore without criticism or questioning, it makes us think that this is how it should be. It is in this context that from May 2021 to May 2022, this project seeks to demonstrate and counteract through edu-communication the cases of gender violence that occur in the Calderón Parish, Quito Canton, Pichincha Province. In this way, through digital platforms, a constant flow of information on the subject of gender violence and the necessary responses will be maintained, both with direct and indirect beneficiaries. Even so, many people are still hesitant to participate in the digital social ecosystem, or participate with a timid mentality without taking advantage of all their power, the truth is that nobody consumes according to the digital society, their attention is now, it is digital. The real challenge is not just getting on the digital media boat, but really understanding its dynamics and adapting the channels and messages of the educational media to the language spoken by the public in these spaces