Techno-popular productions and socio-visual hegemony in commercial graphics from Cotopaxi (Ecuador) and Tampico (Mexico)

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AudienciaPúblico en generales_ES
CoberturaMéxicoes_ES
Fecha de ingreso2026-10-05T16:33:59Z
Fecha de publicación2023-01-01
ResumenIn the popular commerce neighborhoods in the province of Cotopaxi (Ecuador) as well as in other Latin American contexts such as Tampico (Mexico), small businesses are promoted with graphics or posters placed on the facades of their stores. The objective of this work is to discuss the characteristics of popular designs that identify these small businesses from the perspective of the critical component of other South American designs, and the theoretical debate about popular culture understood as subaltern culture. The comparative analysis carried out between identification graphics of Cotopaxi and Tampico allows examining how small merchants update their posters by accommodating graphic editing technological tools while moving away from the folklore of manual labeling. As a result of this research, a reflection on techno-popular design is established which, unlike hegemonic graphics, creates and installs commercial graphics labeled as technological billboards, a product of the urban-rural culture of Cotopaxi, and it is contrasted with the designs that were colonized by the hegemonic American identity in Tampico. Finally, this work makes it possible to establish a bridge between other designs and what is designed from the values of popular culture, and it concludes that the recognition of the new popular graphics as part of the design is productive insofar as it allows one to reflect on the visualities designed in the neighborhood, for the neighborhood.es_ES
Doihttps://doi.org/10.17151/kepes.2023.20.27.7es_ES
URIhttps://riuat.uat.edu.mx/handle/123456789/5760
Idiomaeses_ES
EditorialUniversidad de Caldases_ES
RelaciónKepeses_ES
URL relacionadohttps://doi.org/10.17151/kepes.2023.20.27.7es_ES
DerechosAcceso abierto (Metadatos de producción científica)es_ES
Licenciahttp://purl.org/coar/access_right/c_abf2es_ES
FuenteKepes
Palabra clavecommercial posteres_ES
Palabra clavehegemonyes_ES
Palabra claveOther designses_ES
Palabra clavepopular designes_ES
TítuloTechno-popular productions and socio-visual hegemony in commercial graphics from Cotopaxi (Ecuador) and Tampico (Mexico)es_ES
Título alternativoProducciones tecnopopulares y hegemonía sociovisual en gráficas comerciales de Cotopaxi (Ecuador) y Tampico (México)es_ES
TipoArtículoes_ES
ArbitradoHa sido Arbitradoes_ES
AutorNaranjo-Huera, Vilma Lucía
AutorCastro, Rebeca Isadora Lozano
AutorNaranjo-Huera, Vilma Lucíaes_ES
AutorCastro, Rebeca Isadora Lozanoes_ES
InstituciónUniversidad Autónoma de Tamaulipas
InstituciónUniversidad Autónoma de Tamaulipases_ES
Número27es_ES
Rango de páginas171-201es_ES
URL relacionadahttps://doi.org/10.17151/kepes.2023.20.27.7
Tipo de artículoIndexado
Tipo de artículoIndexadoes_ES
Volumen20es_ES

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