Estrategia de comunicación del patrimonio cultural inmaterial asociado a los saberes sobre hierbas medicinales en las plazas de mercado del Norte y Sur de Tunja

Abstract

This 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.