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Comunicación Decolonial: Estrategia de comunicación para la iniciativa de comercio justo de la comunidad indígena “Vencedores”

Abstract:

The purpose of this research work was to explore the cultural manifestations of the "Vencedores" community located in the Ecuadorian Amazon. From a decolonial approach, a communication strategy was conceptualized for the fair-trade initiative of its artisan and tourist products. For the developme t of this study, the decolonial methodology and perspective was considered, from the application of the Action - Participative research (IAP). This allowed to carry out a theoretical and documentary review of the field work collected from the Research Seedbed: Portraits of the Amazon from 2017 to 2019, identifying the meeting points between Western forms of communication and another knowledge. Exchanges of cultural meanings were generated allowing the creation of a participatory communication strategy from a decolonial perspective with the voices and knowledge of the community. Keywords: DECOLONIALISM, PARTICIPATORY COMMUNICATION, KICHWA, COMMUNICATION STRATEGY, AMAZONIAN INDIGENOUS, ECUADORIANS, PAR.