Facultad de Arte, Comunicación y Cultura

Permanent URI for this communityhttps://repositorio.uniagustiniana.edu.co/handle/123456789/3034

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Browsing Facultad de Arte, Comunicación y Cultura by Subject "Comunicación social"

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    Comunicación Participativa en las Fiestas de San Sebastián de Ternera
    Obando-Martínez, Beatriz; Nieto-Mejía, Alvelayis
    This research-creation project addresses the weakening of the San Sebastián de Ternera Festival in Cartagena as a manifestation of intangible cultural heritage. It begins with the recognition of this festival as a space for collective memory, territorial identity, and intergenerational transmission of knowledge, which in recent decades has experienced a decline in community participation, especially among younger generations. The main objective is to design a participatory communication strategy that contributes to recovering, strengthening, and transmitting the social meanings, cultural practices, and memories associated with the festival. Methodologically, a qualitative, participatory, and situated approach is adopted, supported by techniques such as semi-structured interviews, participant observation, social mapping, and intergenerational workshops. The results reveal a breakdown in cultural transmission, a transformation of festive practices, and a symbolic disconnection between generations. However, opportunities for revitalization are also identified through community co-creation and the use of contemporary communication tools. As a central product, the project proposes the production of a community mini-documentary that articulates oral history, territorial transformations, and safeguarding proposals. It is concluded that participatory communication is a key tool for reactivating the social fabric, strengthening the appropriation of heritage, and ensuring the continuity of the manifestation as a living memory.
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    Resignificar desde la comunidad: comunicación participativa para activar el Hospital de San José como espacio de memoria y patrimonio cultural en Bogotá
    Muñoz-Muñoz, Jesús Alfonso; Vargas-Rincón, Andrés Mauricio
    This project addresses the resignification of the Hospital de San José in Bogotá as a site of memory and cultural heritage through the implementation of participatory communication laboratories. From a critical perspective, heritage is understood not merely as monumental legacy but as lived, affective, and symbolic experience, especially within institutional contexts where knowledge, practices, and labor memories converge. The initiative recognizes workers with three or more years of service as carriers of living memory, whose experiences have been historically overlooked. Using a research-creation methodology, collaborative laboratories were designed to activate narratives, representations, and emotional bonds with the hospital space. Territorial exploration included reflective walks, situated observation, and narrative exercises that revealed zones of high symbolic density and tensions between institutional memory and administrative transformations. Key findings highlight emerging meanings of heritage: as symbolic resistance, affective bond, shared experience, and narrative co-creation. These insights were systematized into an interpretative matrix that guided the design of a comprehensive communication strategy, including SMART objectives, audience segmentation, brand identity, timeline, budget, and impact KPIs. The study concludes that participatory communication is a practice of symbolic justice capable of activating living memories and resignifying institutional spaces. The Hospital de San José is thus projected as a contested territory, rich in history, emotion, and possibility, whose reading demands theoretical sensitivity and ethical commitment to urban memory.