Cultural Representation in the Music Videos of Tecnocumbia Andina: John Valverde Case

This study analyzes the cultural representation in technocumbia video clips produced by Ecuadorian indigenous artists, with special attention to the case of John Valverde and his presence on the YouTube platform. From a qualitative approach, grounded non-participant observation and content analysis were used to identify the Andean cultural elements present in their audiovisual productions. The proposed categories are Andeanlandscape, clothing, food, popular culture, use of Kichwa and presence of animals. The results show that technocumbia video clips constitute spaces for selfaffirmation and identity negotiation, where traditional and modern elements are combined to build a dynamic image of indigenous identity. Likewise, these audiovisual products function as tools for adaptive de-indigenization, allowing artists to insert themselves into the dominant culture without losing their Andean roots. It is concluded that technocumbia on digital platforms represents a contemporary form of cultural expression that articulates the local with the global, contributing to the visibility and resignification of indigenous identities in the current media environment.