Especialización en Gestión y Comunicación del Patrimonio Cultural
Permanent URI for this collectionhttps://repositorio.uniagustiniana.edu.co/handle/123456789/3035
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Item Estrategia de comunicación del patrimonio cultural inmaterial asociado a los saberes sobre hierbas medicinales en las plazas de mercado del Norte y Sur de TunjaLuz Marina Nonsoque Cano; Carolina Rodríguez LizarraldeThis research aims to design a communication strategy for intangible cultural heritage related to the knowledge of medicinal herb use in the market squares of northern and southern Tunja. The research is framed within heritage management and communication, understanding that traditional knowledge consists of living practices transmitted from generation to generation and requires processes of visibility, appreciation, and social appropriation. Using a qualitative and ethnographic approach, participant observation and interviews with knowledge holders and stakeholders in the region were conducted. This allowed for the identification of knowledge transmission dynamics, tensions with modernization, and the need for communication strengthening. The results show that heritage communication is a fundamental means for safeguarding intangible cultural heritage (ICH), as it fosters dialogue among the community, institutions, and the public. As a result, a prototype territorial communication strategy is proposed that integrates pedagogical, digital, and participatory actions aimed at the social appropriation of heritage.Item Comunicación Participativa en las Fiestas de San Sebastián de TerneraBeatriz Obando Martínez; Alvelayis Nieto Mejía; Alvelayis Nieto MejíaThis research-creation project addresses the progressive weakening of the San Sebastián Festival in Ternera, Cartagena, as an expression of intangible cultural heritage. The study recognizes the festival as a space for collective memory, territorial identity, and intergenerational knowledge transmission, which has experienced a decline in community participation, particularly among younger generations. The main objective is to design a participatory communication strategy aimed at recovering, strengthening, and transmitting the social meanings, cultural practices, and memories associated with the festival. Methodologically, the research adopts a qualitative, participatory, and situated approach, using techniques such as semi-structured interviews, participant observation, social mapping, and intergenerational workshops. Findings reveal a disruption in cultural transmission, transformations in festive practices, and a symbolic disconnection between generations. However, opportunities for revitalization emerge through community co-creation and the use of contemporary communication tools. The main outcome of the project is the development of a community-based documentary that integrates oral memory, territorial transformations, and safeguarding proposals. The study concludes that participatory communication is a key strategy to reactivate social cohesion, strengthen heritage appropriation, and ensure the continuity of the festival as a living memory.Item Resignificar desde la comunidad: comunicación participativa para activar el Hospital de San José como espacio de memoria y patrimonio cultural en BogotáMuñoz-Muñoz, Jesús Alfonso; Vargas-Rincón, Andrés MauricioThis 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.Item MANIFESTACIONES CULTURALES, RELATOS Y MEMORIAS VIVAS QUE CONFORMAN EL PATRIMONIO Y LA IDENTIDAD CULTURAL DE LA LOCALIDAD DE FONTIBÓN EN LA CIUDAD DE BOGOTÁ-A FONTIBÓN, HOY MAÑANA Y SIEMPRE.Sara María Reina Hoyos.This research aims to analyze how the living memories and everyday experiences of the residents of Fontibón shape alternative narratives about the territory, in contrast to the dominant discourses centered on insecurity. Using a qualitative, ethnographic approach, tools such as semi-structured interviews and audiovisual recording were employed, allowing not only the collection of information but also the activation of memory and reflection processes among the participants. The findings demonstrate that neighborhood memory constitutes a fundamental axis in the construction of identity, as it emerges from affective experiences, everyday practices, and significant spaces such as the historic center, the founding park, and the market square. Likewise, a tension was identified between positive experiences of the territory and the perception of insecurity, largely influenced by media narratives that tend to render local dynamics invisible. In this sense, living memory is not limited to preserving memories but rather reinterprets them from the present, allowing residents to reconstruct their relationship with the territory. The use of audiovisual media is becoming established as a research-creation tool that makes it possible to visualize intimate and collective narratives, contributing to the construction of a “cartography of affect.” Finally, it is concluded that strengthening local narratives contributes to redefining the image of the territory and promoting a stronger sense of belonging, inviting residents to rediscover their environment from a conscious, affective, and participatory perspective.Item Estrategia de comunicación patrimonial participativa para el fortalecimiento del acceso y apropiación de los fondos digitalizados del siglo XIX en la Biblioteca José Manuel Rivas Sacconi, Instituto Caro y CuervoCárdenas González, Ana María; Gómez Carvajal, Harold; Ladino Marín, Paola Consuelo; Rodríguez Lizarralte, CarolinaThe study addresses the gap between the digitization and social appropriation of the ICC’s documentary heritage. Therefore, it proposes a transmedia strategy to strengthen access, mediation, and use of the digitized nineteenth-century collections.Item Creación participativa de contenidos digitales como medio de promoción y divulgación del patrimonio cultural de Tilodirán (Casanare)Javier Felipe Cepeda GaravitoThis project addresses the challenges facing cultural heritage in Tilodirán (Casanare), where rapid development and modernization generate tensions that undermine the transmission of traditional knowledge. In response to this risk, a participatory communication strategy was proposed, based on the creation of digital content for the safeguarding and dissemination of local cultural heritage. Using a qualitative research-creation approach, the methodology engaged the community through semi-structured interviews and co-creation spaces, enabling the documentation of the territory through the voices of its inhabitants. The results demonstrate that heritage in Tilodirán is a dynamic process, linked to collective memory and everyday practices. Despite gaps in technological access, co-creation facilitated the transformation of narratives and memories into digital resources with significant symbolic value. The findings highlight elements such as stories from founders and traditional families, the origin of the settlement’s name, its administrative recognition, and the continued relevance of “coleo (traditional llanero cattle handling) and oral tradition. Additionally, active community participation was evidenced through the contribution of photographs for a digital gallery. As a result, a web platform was developed to integrate the project's content and narratives, positioning the community as the protagonist in constructing its collective memory. This strategy strengthend the social appropriation of heritage through participatory processes and digital storytelling.Item Geometrías Arqueológicas: Digitalización 3D de piezas patrimoniales como estrategia para su conservación y difusión.Torres Rojas Karen Nathalia; Camilo Arturo Reina SotoColombian archaeological heritage faces a permanent tension between the need to guarantee its physical preservation and the imperative to promote its access and use within outreach, educational, and research contexts. The handling and exhibition restrictions required by many archaeological assets often impose barriers that distance society from its own legacy. Addressing this challenge, the project "Geometrías Arqueológicas" (Archaeological Geometries) explores 3D digitalization not merely as a technical resource, but as a strategic bridge to transform the custody of the Colombian Institute of Anthropology and History (ICANH) into shared knowledge. Adopting an applied research approach, this study integrated the photogrammetric recording of five key pieces with their implementation in real-world scenarios. The process moved beyond digital archiving to materialize into tangible tools: models published on web platforms, interactive postcards featuring QR codes, and 3D-printed replicas designed for public mediation workshops. The results confirm that three-dimensional virtualization bolsters preventive conservation while fundamentally democratizing access to heritage. By allowing for safe, detailed interaction (both on screens and in the hands of the public) these technologies consolidate as essential pathways for research, education, and the social circulation of archaeological knowledge.Item El viaje de la Tingua: Memorias audiovisuales del agua en Madrid CundinamarcaLópez-Ariza, Luisa Alejandra; Ladino-Marín, Paola ConsueloThe Journey of the Tingua: Audiovisual Memories of Water in Madrid, Cundinamarca stands as a safeguarding endeavor where water is framed not merely as a natural resource, but as an emerging heritage pulsing within the oral traditions of its people. The project recognizes that the territorial identity of Madrid, Cundinamarca, is inscribed in its watercourses, and that this history risks vanishing unless the relay of its narrative is secured. Through Participatory Action Research (PAR), this initiative coordinates an intergenerational audiovisual seedbed that serves as a space for collective healing and gathering. Within this setting, our elders—as knowledge bearers—pass the historical baton to younger generations. The youth, assuming their roles as narrative agents, do more than document facts; they translate nostalgia and experience into audiovisual works that reflect their own perspectives, allowing memory to "pass through the heart" and transform into a deep sense of belonging. This exercise in strengthening the social fabric does not end with creation; the project expands into a digital haven, a website conceived as a living archive accessible to the community, ensuring that knowledge remains circular and democratic. Furthermore, a traveling route of screenings and territorial gatherings (tertulias) brings these stories back to the streets and squares, turning public space into an open classroom where cinema becomes the catalyst for reconnecting with the land. Thus, El Viaje de la Tingua proposes that caring for a territory stems from a profound understanding of it, weaving an eternal bridge between the voices of yesterday and the vision of tomorrow.