Informe del Proyecto de Aplicación Profesional GYEARTE, novena edición: reflexión individual sobre los aprendizajes generados del proceso de conceptualización de marca y la gestión de acciones para la difusión de Juguito de arte del proyecto GYEARTE

Abstract

GYEARTE is an academic project with 8 previous editions, which have been crucial in unveiling and appreciating the local art scene in the city of Guayaquil, by rigorously analyzing its key elements and the role of each actor or figures in the awareness and distribution of art. Over the years it has positioned itself as a cornerstone in aiding and promoting contemporary visual arts while seeking different ways to bring the Guayaquil society closer and creating interest in contemporary visual arts. In this 9th edition, through extensive mixed-methods research involving interviews, field research, surveys, and bibliographic analysis, it was managed to find that there was plenty of superficial consumption of art by the young audience in Guayaquil. As a response to the current situation the creative and communicative approach "Juguito de Arte'' was introduced to the project, a digital platform that relied on the app TikTok with the sole purpose of bridging the gap between the young audience and a more conscious, sustainable, and reflexive consumption of art. To meet our ends, we concocted a strategy focused on engaging an audience not particularly familiar with art but still heavily invested in cultural consumption. This project used dynamic, short, informative but still entertaining content to establish a relationship with various key figures in the contemporary art scene who contributed with their experience, insights, and knowledge that concluded in an astonishing success.