Resumo

VERA VITERI, Leonardo Vicente; RAMOS ALFONSO, Yanelis; CUADROS OCAMPO, Carmina I.  e  VERDECIA CARBALLO, Enrique. Cultural Promotion vs. Commercial Promotion. Critical Analysis on the Valuation of Ecuadorian Culture. Estudios del Desarrollo Social [online]. 2023, vol.11, n.1  Epub 01-Mar-2023. ISSN 2308-0132.

Cultural diversity, considered one of the most distinctive aspects of human complexity, guides us to determine how the cultural promotion of a locality, region, country or continent, allows us to know societies more broadly. In this context, it is evident that culture is promoted from a commercial context, that gives greater importance to the economy than to cultural heritage, and that it is increasingly gaining more space in the channels of cultural diffusion, which makes it necessary for differences are established between the promotion of culture in relation to commercial promotion. In the Latin American context, it is considered that the Ecuadorian State must find mechanisms aimed at achieving a greater participation of people in cultural processes, stimulating and promoting culture and its diversity. This article analyzes the value of culture against the economy in the global context, the role of Ecuadorian culture in the current Latin American environment, as well as the relationship between cultural promotion and commercial promotion as opposed actions in their intentionality.

Palavras-chave : cultural heritage; global context; Ecuadorian culture.

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