INDIGENISM AND SUMAK KAWSAY IN DIGITAL MEDIA: Coverage of the political agenda setting in Ecuador, Peru, and Bolivia

Sumak Kawsay, also known as Suma Qamaña, originates from Andean indigenous peoples, advocating for harmony with nature and among individuals. Embedded in Latin American constitutions, this concept holds political communication significance for its potential in advocating social and environmental justice. This study aims to scrutinize traditional and digital media in Ecuador, Bolivia, and Peru concerning Sumak Kawsay/Suma Qamaña agenda-setting role. Analyzing nature protection, marginalized communities; advocacy, meeting needs, and direct democracy, the research found substantial coverage on the three countries. However, predominantly opinion-based content-columns, editorials-prevailed. Nature protection and marginalized communities received more attention, with needs assurance receiving the least coverage. Moreover, a notable percentage of unrelated content was observed. The study underscores Sumak Kawsay/Suma Qamaña political communication importance, urging media for more comprehensive coverage. It highlights the value of analyzing media agendas in shaping public opinion and promoting social and environmental justice.