Estrategias narrativas y de representación en el videoclip de la música andina indígena en Ecuador

Abstract

In recent years, the music video has re-emerged to gain strength and install itself in thevarious platforms that host audiovisual materials. A star format of cable television in the popular culture of the 90s is now adapting to the logic of new digital media. This adaptation means the approach of the music video to different audiences, the emergence of other forms of narration and spaces to represent topics of various kinds. The versatile character, the not so-clear rules and the spectacular nature of the genre have attracted the attention of the music market.This phenomenon of resurgence and consolidation of the music video on the internet has not been alien to the eyes of audiovisual producers and indigenous Andean music groups in Ecuador. These two actors, mainly, have realized that the insertion of the music video inthe digital network brings opportunities to work advertising functions and, in addition, to generate strategies of representation of the cultural identity of indigenous peoples through narrative and performance. Within this framework, there is an emergence and sustained development of the production of descriptive, narrative and performative style video clips..