4. “Vientos del Tiempo”: Reviving Oral Traditions Through Theatre and Digital Media

Section 1. Introduction

1.1. General Information

Name of the Initiative: “Vientos del Tiempo”

Location: Torredonjimeno, Jaén, Andalusia, Spain

Promoter name: Asociación Vientos del Tiempo

Type of entity: Association

Ownership: Public

Contact and Communication Details:

“Vientos del Tiempo” is a non-profit association based in Torredonjimeno (Jaén, Andalusia, Spain), a town with approximately 13,000 inhabitants. The association conducts numerous cultural activities centred around storytelling, using theatre and performance to revive the oral traditions of the locality and promote its cultural heritage both locally and beyond.

Through their storytelling efforts, “Vientos del Tiempo” brings to life stories, characters, customs, and festivals, often embodying illustrious figures from the town to retell and preserve their life stories. Among their diverse activities, two notable initiatives are their theatrical guided tours and the television series “Tiempo de Navidad” (Christmas Time). In both projects, they employ digital tools to transform these stories into engaging audiovisual content.

The association significantly contributes to the promotion of tourism in Torredonjimeno and other locations where they perform. By creatively combining traditional storytelling with modern digital media, “Vientos del Tiempo” plays a crucial role in preserving and celebrating the cultural heritage of the region.

Vientos del tiempo performing “Una estación para el recuerdo” in the 1st Healthy Oil Tourism Conferences. Source: Association’s Instagram profile

1.2. Information about the initiative

Section 2. Description of the ICH involved

ICH Type:

Social practices, rituals and festive events

Performing arts

Oral traditions and expressions

ICH Recognition:

Community involvement in the identification and management of the ICH:

The “Vientos del Tiempo” association is dedicated to preserving and promoting local intangible cultural heritage through storytelling and performance. This heritage includes dramatised stories featuring prominent figures from Torredonjimeno, focusing on themes such as labour, agriculture, and family traditions. Additionally, they portray famous characters from Spanish literature and popular culture, such as El Lazarillo de Tormes and Don Quixote, to enhance cultural visits to the town. They also preserve fictional stories maintained through the collective memory of the association’s members.

The identification and preservation of this heritage often stem from the research conducted by the association’s president, Manuel Bueno. A significant source of information is his 92-year-old mother, whose recollections provide valuable insights into the town’s past. This intergenerational transfer of knowledge underscores the community’s dedication to preserving its cultural identity.

“Vientos del Tiempo” ensures the preservation and transmission of these narratives through various methods. Stories are shared with diverse audiences via guided tours and audiovisual productions. The association’s membership spans all ages, ensuring that the heritage is passed down through generations. One young member, aged 11, mentioned that he had been exposed to these narratives since before birth, as his mother participated in the association’s activities during her pregnancy.

“Vientos del Tiempo” actively promotes cultural tourism through its efforts. Guided tours in Torredonjimeno and theatrical performances across the country showcase the town’s rich cultural heritage. The association collaborates with various national tourism organisations to broaden its reach and impact. By integrating storytelling with tourism, they attract visitors and foster a deeper appreciation for the town’s history and traditions.

Despite lacking formal training in digital tools, the association has embraced digital storytelling to reach wider audiences. They produce audiovisual content to complement their live performances, though they often seek external assistance for more professional-quality productions. Recognising the need for improvement, they have expressed a desire for training in using video cameras, audio recorders, and microphones, which would enhance their digital content’s quality and impact.

“Vientos del Tiempo” plays a crucial role in preserving and promoting the intangible cultural heritage of Torredonjimeno. Through storytelling, performance, and digital media, they ensure that the town’s rich traditions are shared with both local and global audiences. Their participatory approach, intergenerational involvement, and commitment to cultural tourism make them a vital force in maintaining and celebrating the community’s cultural identity.

Screenshot from the video “Érase una vez, Torredonjimeno un pueblo de cuentos” (Once upon a time, Torredonjimeno was a town of stories). Source: Screenshot from YouTube video

Section 3. Narrative creation and adaptation to digital communication format

Process of content creation

How is it communicated in a digital format?

The creative process at “Vientos del Tiempo” is primarily driven by the association’s president. He initiates most projects by proposing ideas, which he then researches and writes. When gathering information, he often collaborates with fellow association members and, at times, enlists external experts from the locality. The president emphasises the importance of consulting specialists to ensure the accuracy and reliability of the narratives.

Additionally, he utilises a variety of sources, including books and digital materials, to enrich the content. This thorough research process is critical in developing authentic and engaging stories that reflect the cultural heritage of Torredonjimeno.

Once the narratives are crafted, the association adapts them to digital communication formats. This involves transforming the stories into audiovisual content, using digital tools to create videos and recordings. Although the association lacks formal training in these tools, they work intuitively and seek external help for more professional-quality productions. This approach ensures that the rich cultural heritage is preserved and shared with a broader audience, enhancing both local engagement and cultural tourism.

Screenshot from the video “Parte 3 Tiempos de Navidad” ( Part 3 Christmas Times). Source: Screenshot from YouTube video

3.1. Local Population

The association has 18 core members who undertake various tasks within the organisation. However, their activities also involve numerous external participants, contributing in diverse ways. When preparing narratives, the association’s president, Manuel Bueno, frequently collaborates with knowledgeable individuals and specialists on the subject matter. For instance, in portraying a local surrealist artist, they sought detailed information from the artist’s family to ensure an accurate depiction. This collaboration extends to producing audiovisual content, where they rely on experts in digital and technological tools.

The association operates within a network of various groups, including tourism, religious, and feminist associations, among others. They maintain connections with social agents and public institutions, from which they have received monetary subsidies for the past two years. This extensive network supports their initiatives and broadens their impact.

Section 4. Audience and methodologies

Target audience: tourists/visitors, local community

Reach:

Aim of sharing the stories:

Preserve traditions

Promote tourism

Frequency: Permanent activity

The association disseminates its digital storytelling content through various channels, with a primary focus on social media. Facebook is the main platform, managed by the association’s president, with around one post per day. Instagram is also used, particularly by the younger members who have more control over this social network. YouTube serves as an additional channel, although to a lesser extent.

Their website is not extensively utilised for dissemination, as it was developed by an external person with whom they have no direct contact. Younger members handle the design of the corporate image and advertising flyers, ensuring a cohesive visual identity across platforms.

Information is also shared with close contacts and local institutions via WhatsApp and email. External channels play a significant role in their dissemination efforts. For instance, two TikTok influencers recently contacted them to record a dramatised visit, and a video of one of their performances became a trending topic on Twitter.

Additionally, they engage in non-digital dissemination through printed flyers, catalogues, and publications. These diverse methodologies ensure that their content reaches a wide audience, promoting the cultural heritage of Torredonjimeno both online and offline.

Screenshots of the Association’s social media profiles

Section 5. Innovative aspects

The “Vientos del Tiempo” initiative stands out for two key innovative aspects. Firstly, it focuses on recovering lost and forgotten narratives, often highlighting social issues such as gender equality. One notable example is their dramatisation of the life story of the village midwife, an important but overlooked figure in the town’s history due to her gender. This theatrical tribute honours her contributions and brings attention to the historical role of women in the community.

Secondly, the initiative excels in engaging younger generations with cultural and intangible heritage. Their collaboration with TikTok influencers to record dramatised visits is a prime example of their innovative approach. Furthermore, the association actively incorporates viral social media personalities into their storytelling. For instance, they portrayed the “Hermanas del Baptisterio Romano”, popular figures on Spanish social media, to narrate the history of Holy Week in Torredonjimeno.

These innovative strategies not only preserve and promote local heritage but also ensure its relevance to contemporary audiences, bridging the gap between tradition and modernity. By combining historical narratives with modern digital engagement, “Vientos del Tiempo” effectively revitalises the cultural landscape of Torredonjimeno.

Section 6. Impact

Impact on tourism:

Impact on local sustainable development:

SDG5. Gender equality

SDG11. Sustainable cities and communities

SDG17. Partnerships for the SDGs

Manuel Bueno, president of “Vientos del Tiempo,” shared that the association’s primary goal since its inception was to transform Torredonjimeno into an attractive and visitable destination for tourists. Since its registration in 2008, the town has indeed garnered national tourist interest. The association’s theatrical tours and various activities, amplified through audiovisual content on social media, attract hundreds of tourists from across the country.

“Vientos del Tiempo” organises activities every weekend, with each event drawing an average of 20-50 participants. This consistent engagement highlights the association’s significant role in revitalising Torredonjimeno’s tourism sector. The initiative not only preserves and promotes local heritage but also stimulates the rural economy sustainably by encouraging regulated, rather than mass, tourism.

Their efforts have fostered a deeper appreciation of the town’s heritage, contributing to its economic and cultural vitality. The association’s impact extends beyond tourism, enriching the community and ensuring the continued relevance of its intangible cultural heritage.