Cuando la tradición se comunica: análisis de la contribución de las redes sociales de las alcaldías de Cogua y Zipaquirá en la revitalización de las danzas de labor campesina.

Abstract

The purpose of this monograph is to analyze how the social networks of the municipalities of Cogua and Zipaquirá contribute to the revitalization of peasant labor dances, understood as manifestations of cultural and intangible heritage that preserve the values, knowledge, and practices of the Andean rural world. According to UNESCO (2003), intangible heritage is alive in the practices, representations, and knowledge passed down from generation to generation, so its preservation also entails guaranteeing the social and communicative contexts where it is reproduced. These dances, in addition to expressing everyday agricultural life, constitute a symbolic space of collective memory and identity reaffirmation. However, processes of urbanization and cultural centralization have limited their visibility, relocating their presence mainly to institutional settings or commemorative events.

In this context, institutional social networks emerge as potential tools for the dissemination and redefinition of heritage, by enabling new forms of communication between communities, institutions, and citizens. From this perspective, the research was developed under a hermeneutic-interpretative paradigm (Mardones, 1991) and a qualitative approach with quantitative support (Flick, 2015), integrating semi-structured interviews with cultural officials and directors of dance groups, surveys applied to members of folklore groups, and a content analysis of publications on official social networks of both mayors' offices during the period 2024–2025.