La dirección de arte aplicada a la tecnología y redes sociales para comercializar las artesanías tradicionales del cantón Sígsig en tiempo de COVID

Abstract

This study was developed with the objective of proposing strategies for the application of communication techniques and technologies to promote the traditional crafts of the Sígsig canton, considering the new normal after the health crisis of COVID-19. This research used a methodological design with a mixed approach, both qualitative and quantitative through the theoretical foundation carried out through the analysis of the scientific literature. On the other hand, it was quantitative, since the survey was applied as an instrument for collecting information. The study subjects were artisans from the Sigsig canton, a sample of 40 participants was considered using the convenience method, because a limitation was access to information due to the health crisis that made it difficult for artisans to participate. The results show that the artisan sector had a negative impact on sales and the trade model, since most artisan merchants receive less than the unified basic salary per month, which makes it possible to justify the latent need for intervention to improve this scenario. Therefore, a strategic proposal was made with the development of various mechanisms that make it possible to take advantage of ICTs to promote the products of local artisans.