Resumen

SAMANIEGO PESANTEZ, Kléver Rolando. Los macaneros y el diseño comunicacional de su organización. Cuad. Cent. Estud. Diseñ. Comun., Ensayos [online]. 2021, n.101, pp.196-212.  Epub 08-Dic-2021. ISSN 1853-3523.  http://dx.doi.org/10.18682/cdc.vi101.4109.

This work synthesizes one of the achievements in the doctoral thesis prepared by the author, in which the artisanal organization “Los Macaneros” belonging to the Gualaceo canton of the province of Azuay, Republic of Ecuador, is investigated to explore the process of incidence on public policies of the intangible cultural heritage of the Ecuadorian nation (Samaniego, 2017). For this, the study of the communication of the organization and its participatory practices is carried out from the moment the activity was considered at risk (1985), going through a period that was legitimized as a good protected by the State (2015), until the year 2017, date in which the communication strategy was applied as an intelligibility and interpellation device.

Palabras clave : Los Macaneros; Design; Communication; Advocacy; Public politics..

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