“Procesos de dirección creativa a través de herramientas visuales y narrativas para la revitalización de la Festividad: “La Mama Negra”
The festive manifestations demonstrate the existence of Andean religious elements that are expressed by the citizens in reasons of enhancing culture, tradition and religiosity. In the city of Latacunga, province of Cotopaxi, it is framed through its popular festivals as a living element of identity....
Kaydedildi:
| Yazar: | |
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| Materyal Türü: | masterThesis |
| Dil: | spa |
| Baskı/Yayın Bilgisi: |
2023
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| Konular: | |
| Online Erişim: | https://repositorio.uta.edu.ec/handle/123456789/40239 |
| Etiketler: |
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Etiketle | Özet: | The festive manifestations demonstrate the existence of Andean religious elements that are expressed by the citizens in reasons of enhancing culture, tradition and religiosity. In the city of Latacunga, province of Cotopaxi, it is framed through its popular festivals as a living element of identity. The festival of "La Mama Negra" of the month of September as part of the religious and traditional syncretism of Latacunga, which over the years has become acculturated, influencing the misrepresentation of this symbolism and the value it is given by publicizing the festival to a great extent and not the sociocultural essence. In this sense, through this research work, the main objective is to manage creative direction processes and apply them in visual and narrative tools to revitalize the traditional values of the "La Mama Negra" festival. For this, an investigation with a qualitative approach with an empirical design was used, to collect data through the investigative tools on the elements and symbolism of the festivity, when using the ethnographic design, the behavior of the social unit was studied in this case. Creative directors who carry out creative direction processes. In addition, an investigation through design was used, with which the phases of the creative process were cultivated in the stages for the development of visual and narrative tools. Finally, it was possible to demonstrate the lack of construction through a creative process since the advertising is carried out by the relatives or friends of the characters who lack technical and professional knowledge, likewise, it was possible to identify that the main elements of the festivity that they are religiosity, culture and devotion are not adopted by their own and strangers. |
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