Representación de los imaginarios cotidianos y romanticismo de la cultura otavaleña en YouTube

Abstract

The research is part of the project: "NETNOGRAPHY AND DIGITAL COMMUNICATION IN TIMES OF PANDEMIC AND/OR PANDEMIC COVID 2019", which belongs to the Social Srengthening, Democratic and Educational domain, of the Faculty of Jurisprudence and Social Sciences, with the Research Lines of Communication, Society, Culture and Technology, and Exclusion and Social Integration. This research is based on describing the construction of representation of everyday imaginaries under the Theory of Representation exposed by Stuart Hall, and the Romanticism of the Otavalo culture in the YouTube platform from the theory of Jesús Martín-Barbero The people-myth: romantic versus enlightened in: From the media to mediations through the audiovisual cinema. The research used the qualitative methodology with the discourse analysis of the video "Oath to the flag" taken from the YouTube channel Fernando Otv. The analysis was carried out through the reflective, intentional, meaning constructivist, linguistics, difference, anthropological and psychoanalytic approaches. The data was obtained through netnography, which permitted to comprehend how, through audiovisuals, sociocultural stereotypes are built in the collective unconscious of society, and how the sense of personal identity has been generated based on experiences of each person. Discourses that simulate the reality of a culture end up generating a fictitious and distorted reality different from what truly represents a culture in society, taking into account that the same people from a collective have been in charge of romanticizing a culture.