This book seeks to make visible how gender roles have been marked in the city of Loja-Ecuador. The content is based on in-depth interviews and great authors who narrate the social and cultural history of Loja. A journey is made from the culmination of the Second World War, which caused a change in the functioning of the time and the resurgence of the Feminist Liberation Movement that fights for the abolition of violence against women. In this context, art becomes a platform to appeal to the institutions of power that for centuries have been run by men.