Cultural and Creative Industries in Ibarra, Ecuador: An Approach Based on Cultural Appropriation and Communicational Interaction

Abstract

This study analyzes how cultural appropriation and communicational interaction influence the development of Cultural and Creative Industries (CCI) in the city of Ibarra, Ecuador. Using a qualitative, theoretical-descriptive design, data were collected through semi-structured interviews, document analysis, and the participatory Phillips 66 technique, involving key cultural actors and local youth. Findings reveal a fragmented cultural identity, weak symbolic appropriation among young people, and limited coordination among institutions, media, and cultural managers. Although several initiatives exist, they do not form a cohesive or sustainable cultural ecosystem. The research concludes that implementing a comprehensive communication strategy—focused on youth engagement and identity reinforcement—could improve the visibility, sustainability, and impact of CCI. The study also highlights the need for public policies that recognize cultural industries as drivers of territorial development and agents of social transformation in intermediate cities.