Comunicación digital para la difusión cultural en la transición de la danza tradicional hacia la danza contemporánea en el Ballet Cultural Paul Arregui Saltos, Guaranda – Bolívar, durante el período enero - junio 2026.

Abstract

This research studies digital communication “as a tool for cultural dissemination during the transition from traditional dance to contemporary dance in the Ballet Cultural Paul Arregui Saltos, located in Guaranda, province of Bolívar, during the period January-June 2026. The study arises from the need to understand how the group uses platforms such as Facebook, Instagram, and TikTok to share its activities, connect with the community, and show the artistic changes included in its stage proposals. The research was developed through a qualitative approach, with an exploratory, descriptive, and applied scope, using interviews with two representatives of the ballet and a focus group with fifteen participants linked to the group. The results show that digital communication has helped strengthen the social recognition of the ballet and expand the reach of its content, especially when it shares performances, rehearsals, costumes, music, and choreographic fragments related to the cultural identity of Guaranda and Bolívar. However, it was also found that several posts give more importance to visual content and do not clearly explain the origin of the dances, the symbolic meaning of traditional elements, or the purpose of the contemporary resources that are included. For this reason, an audiovisual report is proposed as a cultural dissemination strategy that can organize the institutional narrative, strengthen collective memory, and show that tradition can change without losing its cultural roots.