Análisis semiótico de representaciones digitales de la identidad cultural cubana. Estudio de caso

Abstract

The results of a case study carried out in 2022 at the Universidad Central Marta Abreu de Las Villas are summarized, whose purpose was to analyze the representations of Cuban cultural identity in the digital communication of the Conjunto Danzario 5 de Diciembre, a group from the center whose poetics is highly representative of the Cuban identity. With a qualitative and interdisciplinary approach and a descriptive design, a method was used that combined mixed instruments, such as documentary analysis, interviews, participant observation, digital ethnography techniques, semiotic and content analysis, and data triangulation. It was concluded that in its digital communication channels the set configures an identity-cultural narrative in which the tradition of the Cuban ethnos and new semantics of identity come together. It was also revealed that, in its syntactic-digital and pragmatic-communicational dimension, it requires strategic planning that provides guidelines for a critical-reflexive and semiotically conscious content management, which strengthens its distinctive identity poetics, while concurring with the contemporary narrative of Cubanness. To this end, a digital action plan aligned with its communication strategy was proposed, a fundamental practical contribution of the research.Keywords: Cuban cultural identity, Digital communication, Semiotics, University, Dance poetics.