Procesos de Comunicación interpersonal e imaginarios colectivos de la ruralidad en el cantón Ambato

Abstract

The objective of this research was to determine how interpersonal communication processes generate collective imaginaries about rurality in the canton of Ambato. The study is based on the understanding that communication constitutes a fundamental process in the construction of shared meanings, social identities, and perceptions of the environment, directly influencing the way people interpret and represent rural reality. The research was conducted using a qualitative approach, with exploratory and descriptive levels. To collect information, focus groups and indepth interviews were carried out with social actors linked to both rural and urban contexts of the canton of Ambato. These techniques made it possible to identify experiences, discourses, and perceptions related to interpersonal communication and the social representations of rurality. The results show that face-to-face communication continues to be the predominant form of interaction in rural communities, as it strengthens trust, closeness, and the sense of community belonging. Likewise, it was observed that digital technologies complement communication processes, although they do not replace the value of in-person relationships. The study also identified the existence of differentiated imaginaries of rurality: while rural inhabitants associate it with identity, production, tradition, and community, some urban sectors maintain perceptions related to backwardness or limited development opportunities. It is concluded that interpersonal communication plays a decisive role in the construction of collective imaginaries, influencing the valuation, understanding, and social representation of rurality in the canton of Ambato.