Browsing by Author "Gutiérrez Soto Iván Sebastián"

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    Creación y diseño de material audiovisual de carácter documental y promocional para el fomento y la difusión de las tradiciones culturales de la parroquia de Baños, Cuenca
    (Instituto Superior Tecnológico Particular Sudamericano, 2026) Arévalo Calle Paul Alexander; Gutiérrez Soto Iván Sebastián
    The Parish of Baños, located in Cuenca, poses cultural richness and tradition. Baños faces a generational disconnection. The new generations show less of a link to the local cultural manifestations. This puts at risk the community and value of heritage. This situation shows it’s complicated due to the absence of contemporary visuals and communication strategies that allow for the spread and reevaluation of Baños’ traditions in physical and digital environments. The lack of a clear visual identity, and adapted narrative tools to the present times, limit the reach, the visualization and the recognition that these cultural expressions deserve. Facing this necessity, this thesis highlights the development and implementation of professional audiovisual material, in which I have successfully been able to reflect, and spread the essence of traditions showing the intangible cultural heritage from the Perish of Baños. I propose the use of strategic visual marketing, as it shows being effective and accessible; both in social media and communal spaces; with the purpose of strengthening cultural identity, attracting new generations and consolidating collective memories. It is more than an aesthetic proposal, this project seeks to be a motor of recognition and revitalization of the Baños legacy, projecting its cultural expressions to its community and digital environment.