“Soy chola, soy vieja, soy rural. ¿Qué soy?”

This research aims to carry out an exhaustive analysis of a population of Chola women over 50 years of age in the rural area of Cuenca, Ecuador with the objective of knowing their reality in relation to identity, self-representation, beauty and socioeconomic situation. The methodology is based on a qualitative approach based on an ethnographic study that uses as data collection tools 50 interviews obtained through non-probability sampling and a variety of documents that will include photographic, audio and video recording. From the results obtained it is intended to generate a digital platform that accompanied by stories told from multiple journalistic genres will promote the approach, perception and visibility of the collective represented by women, rural, old and from Cuenca. Although this is an exploratory proposal towards a specific segment of society, it also seeks to extend the initiative in future research towards the empowerment of other excluded collectivities.