...Technological Challenge-面对技术方面的挑战，根据社会效果进行决策 Strengthen Cultural Identity-加强各个社会中的文化认同，防止文化霸权 Reducing the Commercialization of Communication-减少商业化对传播的影响 ..
In this context, APAK - the only indigenous Kichwa association in Ecuador that produces audio-visual media content - seeks to systematize and promote the cultural traditions of Kichwa people in order to strengthen and revitalise the Kichwa cultural identity using ICTs and audio-visual means.