2019

How does intercultural and digital communication work in a cultural space called Yololo? The objective of the research is to analyze the elements of digital and intercultural communication based on ancestral cultural manifestations, which have been re-built and practiced in the context of modern societies. By using an hermeneutical epistemology and the approach of cultural studies, there are various cultural expressions resignified in Yololo Chicomoztoc Teocalli, shrine and temple of “el fuego sagrado de Itzachilatlan” located in Chongón, Guayaquil. From an historical-cultural review, there are negative assessments that have been imposed on the ancestral, reducing it many times to a set of superstitions without technical-scientific basis, far from reality and unreliable, which also reflects a dichotomy, and a sense of superiority, of the westernized modern over the alternative-subaltern and the traditional considered as cultural essentialism. This is how, is considered the representations (modern and traditional) that are predominantly syncretized, and also the values that coexist as prejudices, overvaluations and folklorizing views of the culture in the real or the potential public of the center. An exploratory and descriptive investigation is applied through the mixed methodology with observation guides, interviews and surveys. The results suggest that horizontally and digital communications allows the integration of aspects related to the local context to promote dialogue and eliminate barriers that impede the integration between peers in the revaluation of the cultural heritage of coastal towns and other geographies of natives and indigenous peoples.