Abstract

RIVERA, Cristhian; MORENO, Paula; INIGUEZ, Gabriel  and  QUEZADA, Laddy. FIRST COLLOQUIUM OF VISUAL CULTURE: EXPLORATION OF THE MACHALEÑA VISUAL CULTURE FROM EXPERT’S CRITERIA. Revista Chakiñan [online]. 2018, n.6, pp.37-45. ISSN 2550-6722.

This research paper presents an approach to the state of Visual Culture in Machala, province of El Oro, through an analytical study with contextual bases. Its objective is to explore the contemporary vision of the canton from different angles of reflection related to visual communication. To this extent, the methodology of the focal group is used, where five professionals from the province, who are prominent in the area, meet to discuss topics related to art, photography, advertising, architecture and design. Likewise, it is supported by the content analysis and the bibliographic and documentary review of the recorded memories of the event. As a result, we offer an approach to the collective imaginary that exists in Machala, whose foundations are based on premises of consumerism, indoctrination of other cultures and displacement of the local aesthetic value. This proposal was born in the career of Social Communication of the Technical University of Machala in response to the demand of readers of more agile, astute and coherent signs.

Keywords : Visual Culture; identity; Machala; visual communication.

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