Ethnographic study to promote the ancestral knowledge of rural communities in Manabí on TikTok

Abstract

This research analyses the existence of traditional practices in the rural communities of Manabí, Ecuador, and how to promote and disseminate them via TikTok, a social media app. The analysis involves a qualitative, ethnographic methodology and a descriptive-exploratory approach. The target population is 60 people living in rural Manabí, of which a sample of 53 people was obtained with a 95% confidence level and a 5% margin of error. Semi-structured interviews were conducted using 10 questions to identify the existence of traditional practice and the process of transmitting it within the community. The analysis of the data revealed traditional practices including: traditional cuisine, traditional agricultural practices, community ceremonies, use of medicinal plants, and traditional celebrations which were identified as the most common forms of traditional practice. Additionally, the analysis revealed that there is potential to use digital tools to create multi-media content for sharing traditional practices online, for example, using demonstration videos, educational videos and cultural videos formatted for TikTok. The conclusion emphasizes the importance of purposeful social media use to enhance the preservation, enhancement, and distribution of intangible cultural heritage in rural communities, as well as to strengthen cultural identity and promote the recognition of traditional practices in today's digital world.