Divulgación y posicionamiento de la recuperación de la procesión del Lunes Santo de Popayán, Colombia, desde una mirada social, comunicativa y crítica

Abstract

This research analyzes the relationship between dissemination, historical memory, and community participation in the revival of the Holy Monday procession in Popayán, understood as a manifestation of intangible cultural heritage. It begins with the recognition that this process involves not only the recovery of traditional practices but also social ones. The overall objective was to design a dissemination strategy that documents, values, and makes visible the revival of this procession, based on an analysis of the role of community participation. Methodologically, a qualitative, interpretive approach was employed, using a case study perspective. The results showed a connection between social and institutional agents, as well as the reinterpretation of practices, knowledge, and cultural expressions that have allowed the procession to continue. Furthermore, it was evident that community participation is central to its sustainability and social appropriation. In response, a booklet was designed as a communication strategy aimed at disseminating and valuing the heritage, complemented by planned actions such as its distribution, dissemination, and launch. Concluding that communication plays a fundamental role in making heritage visible and strengthening its recognition in the community.