Production of Video Clips by Indigenous Artists
Journal
Communications in Computer and Information Science
Information Management
ISSN
1865-0929
1865-0937
Date Issued
2026
Author(s)
Fernando Endara
Type
book-chapter
Abstract
The video clip has been adapted to the digital environment and has gained popularity on platforms such as YouTube. This study analyzes the technocumbia video clips of indigenous artists in Ecuador, using a mixed methodology to observe their production and cultural representation. The findings show that these video clips, in addition to entertaining, serve as commercial vehicles that incorporate indigenous cultural symbols, such as Andean landscapes, traditional dress, and the use of the Kwichua language. The research concludes that these video clips combine tradition and modernity, contributing to cultural self-representation and intercultural communication on the internet