The digital face of globalization is presented as the facilitator trait and, at the same time resistance. Without underestimating the impact of digital divides, one could say today that ICT reach the farthest communities, like the indigenous ones. Here we will present the results of a case of study. To do so, we will focus on the choice of images for a hypothetical social networking profile, with a sample of 65 Shuar participants. The results point to a strengthening of cultural identity through digital self-designation and appropriation of technologies with clearly political purposes.