Producción de spots publicitarios para la representación de la identidad cultural remediana
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Fecha
2020
Autores
Darias Valdés, Dayana
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Editor
Universidad Central "Marta Abreu" de Las Villas. Facultad de Humanidades. Departamento de Periodismo
Resumen
Este estudio posee como objetivo la sistematización de los elementos que conforman la identidad cultural de San Juan de los Remedios para la elaboración de una serie de spots publicitarios. Se trata de una investigación centrada en la historia y vida cultural de la Octava Villa de Cuba perteneciente a la provincia de Villa Clara ubicada en el centro del país. La ciudad de Remedios presenta un gran número de tradiciones y elementos distintivos que denotan su autenticidad dentro del panorama cultural latinoamericano. Los métodos y técnicas empleados fueron: el método Bibliográfico-Documental con su técnica la Revisión Bibliográfica, la Fenomenología y la entrevista semiestructurada a especialistas y estudiosos de la cultura, así como la consulta de expertos para agregar información trascendental. Se desarrolló un análisis de la identidad cultural remediana mediante el empleo de una metodología cualitativa con un carácter descriptivo que centra su atención en los procesos relacionados con la aprehensión cultural que conforman la identidad cultural remediana a partir de los rasgos representativos de la localidad, así como las herramientas publicitarias para la transmisión de este mensaje. A partir del criterio de los expertos seleccionados para el desarrollo de la investigación se seleccionaron como elementos identitarios de San Juan de los Remedios las tradicionales parrandas, la música, las tradiciones religiosas, la arquitectura y las leyendas locales. Estos elementos de la identidad cultural remediana figuran como ejes unificadores de la prolífica historia local y a partir de ello tiene lugar la confección de cinco spots publicitarios.
The objective of this study is to systematize the elements that make up the cultural identity of San Juan de los Remedios in order to create a series of advertising spots. It is a research focused on the history and cultural life of the Eighth Villa of Cuba, which belongs to the province of Villa Clara located in the center of the country. The city of Remedios presents a great number of traditions and distinctive elements that denote its authenticity within the Latin American cultural panorama. The methods and techniques used were: the Bibliographic-Documentary method with its technique the Bibliographic Revision, the Phenomenology and the semi-structured interview to specialists and scholars of culture, as well as the consultation of experts to add transcendental information. An analysis of the remedial cultural identity was developed through the use of a qualitative methodology with a descriptive character that focuses its attention on the processes related to cultural apprehension that makes the remedial cultural identity from the representative features of the locality, as well as the advertising tools for the transmission of this message. Based on the criteria of the experts selected for the development of the research, the traditional parrandas, music, religious traditions, architecture and local legends were selected as elements of identity of San Juan de los Remedios. These elements of the Remedian cultural identity are the unifying axes of the prolific local history, and from this, the creation of five advertising spots took place.
The objective of this study is to systematize the elements that make up the cultural identity of San Juan de los Remedios in order to create a series of advertising spots. It is a research focused on the history and cultural life of the Eighth Villa of Cuba, which belongs to the province of Villa Clara located in the center of the country. The city of Remedios presents a great number of traditions and distinctive elements that denote its authenticity within the Latin American cultural panorama. The methods and techniques used were: the Bibliographic-Documentary method with its technique the Bibliographic Revision, the Phenomenology and the semi-structured interview to specialists and scholars of culture, as well as the consultation of experts to add transcendental information. An analysis of the remedial cultural identity was developed through the use of a qualitative methodology with a descriptive character that focuses its attention on the processes related to cultural apprehension that makes the remedial cultural identity from the representative features of the locality, as well as the advertising tools for the transmission of this message. Based on the criteria of the experts selected for the development of the research, the traditional parrandas, music, religious traditions, architecture and local legends were selected as elements of identity of San Juan de los Remedios. These elements of the Remedian cultural identity are the unifying axes of the prolific local history, and from this, the creation of five advertising spots took place.
Descripción
Palabras clave
Cultura, Identidad Cultural, Spots Publicitarios, Tradiciones Locales