Diagnóstico sobre la apropiación social del patrimonio cultural inmaterial y fortalecimiento de la memoria colectiva de Loja

Abstract

Abstract: The research was born out of a need to recognize and value the intangible cultural heritage (ICH) of Loja. The vulnerability of traditions, customs, ancestral practices run the risk of disappearing, especially in the new generations. Several factors, such as globalization, urbanization, forgetfulness, migration and the absorption of foreign cultures integrate a deterioration of the cultural situation and the limited visibility of the ICH, mainly within governmental institutions, educational centers, media, and citizenship. The main objective of this study is to strengthen the collective memory and stimulate citizen participation in the protection and dissemination of the ICH of Loja, for which the creation of an identity brand manual has been proposed. The descriptive, exploratory and documentary approaches analyze people's perceptions through surveys and interviews; it also includes 6 chapters: Theoretical framework, methodological framework, research results and brand proposal. The results of the study conclude on the importance of strengthening the cultural identity of Loja and preserving the ICH in this way contributing to the cultural development of the city and strengthening the collective memory of the city.