La representación mediática de los indígenas en los medios digitales de Babahoyo

Abstract

In Babahoyo, media representation of Indigenous peoples in digital media has historically been limited and, in many cases, stereotyped. Despite the fact that Los Ríos province has Indigenous communities that contribute culturally and socially to the local fabric, their visibility on platforms such as social media, local news portals, and alternative digital media is minimal. When they do appear, it is usually in folkloric, festive, or welfare contexts, reinforcing a biased image that is often unrelated to the current realities of these communities. This reflects a lack of editorial commitment to cultural inclusion and authentic representation, which contributes to the symbolic marginalization of Indigenous peoples in digital public discourse. However, in recent years, there have been emerging efforts by Indigenous youth and community groups using social media to tell their own stories, defend their rights, and make their struggles visible from their own perspectives. These self-managed spaces, although still lacking in mass reach, seek to counter the dominant narrative of traditional media in Babahoyo. However, unequal access to technology, a lack of training in digital communication, and limited attention from institutional media outlets remain significant barriers. For media representation of Indigenous people in Babahoyo to be fairer and more diverse, not only Indigenous protagonism in content production is needed, but also a transformation in the communication ethics of local media outlets.