Storytelling digital y legitimación social en organizaciones indígenas del Ecuador: evidencia piloto desde la percepción interna Digital Storytelling and Social Legitimacy in Indigenous Organizations in Ecuador: Pilot Evidence from Internal Perceptions
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El presente artículo analiza la incidencia del storytelling digital en la legitimación social de organizaciones indígenas del Ecuador, con énfasis en la percepción interna de sus miembros. El estudio parte de una encuesta piloto aplicada a 20 participantes vinculados al Consejo de Pueblos y Organizaciones Indígenas Evangélicos del Ecuador (FEINE), estructurada en dos variables: storytelling digital y legitimación social. Metodológicamente, se trabajó con un diseño cuantitativo, no experimental y de corte transversal, empleando una escala Likert de cinco puntos y un muestreo no probabilístico por conveniencia. Para esta versión editorial del manuscrito se reconstruyeron estadísticos descriptivos a partir de los porcentajes observables en los gráficos del instrumento, lo que permitió estimar medias ponderadas, porcentajes de acuerdo positivo y recursos visuales comparativos. La confiabilidad global reportada por el estudio original fue alta (alfa de Cronbach = 0.978). Los resultados muestran un desempeño favorable del storytelling digital (media compuesta = 4.46/5; acuerdo positivo = 88.1%) y, en un nivel ligeramente inferior, aunque consistente, de la legitimación social (media compuesta = 4.33/5; acuerdo positivo = 83.8%). Se concluye que las narrativas digitales percibidas como claras, auténticas y culturalmente coherentes fortalecen la confianza, la identidad y el reconocimiento interno de la organización. El trabajo aporta evidencia útil para el diseño de estrategias comunicacionales interculturales con mayor densidad narrativa y legitimidad comunitaria
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Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial 4.0.
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