Brandering, acción colectiva y discursos: análisis de la etiqueta generación bicentenario
Archivos
Fecha
2021
Título de la revista
ISSN de la revista
Título del volumen
Editor
Pontificia Universidad Católica del Perú
DOI
Resumen
Este texto analiza la etiqueta de Generación Bicentenario, denominación que surge como producto de
las protestas de noviembre del 2020 en el contexto de crisis política y agudización de la crisis
económica por la pandemia por COVID-19. Para ello, se problematizan las siguientes dimensiones:
1) la branderización de la marca país, que gestiona narrativas colectivas de nuevas ciudadanías; 2) las
protestas como acción colectiva, desde, la teoría de la movilización de recursos, que sugiere la
emergencia de protestas al reducir los costos, y la teoría de la identidad colectiva que comprende
identidades preconfiguradas articulándose para un objetivo en común; y 3) el análisis del discurso,
donde la etiqueta sufre el vaciamiento y extracción de sentido desde el Estado. De esta forma, se
postula que esta etiqueta fue incorporada al discurso oficial del Estado a través del Proyecto Especial
Bicentenario mediante operaciones que intervinieron en la búsqueda de una comunidad que articule
diversas identidades y demandas.
This text analyzes the label “Bicentennial generation”, born at the November 2020 protests that happened in the midst of a political crisis and the exacerbation of the economic crisis product of the COVID-19 pandemic. For this purpose it has been taken into account 1) the brandification of the country’s brand, which manages collective narratives for new citizenships; 2) the protests as collective action, based on the resource’s mobilization theory, which suggests the emergence of protests when costs are reduced and the collective identity theory which includes preconfigured identities framing themselves towards a common objective; and 3) the discourse analysis, in which the label suffers the emptying and extraction of meaning by the State. This posits that this label was incorporated to the official discourse of the State through the Special Bicentennial Project by actions that intervened in the search of a community that articulates diverse identities and demands.
This text analyzes the label “Bicentennial generation”, born at the November 2020 protests that happened in the midst of a political crisis and the exacerbation of the economic crisis product of the COVID-19 pandemic. For this purpose it has been taken into account 1) the brandification of the country’s brand, which manages collective narratives for new citizenships; 2) the protests as collective action, based on the resource’s mobilization theory, which suggests the emergence of protests when costs are reduced and the collective identity theory which includes preconfigured identities framing themselves towards a common objective; and 3) the discourse analysis, in which the label suffers the emptying and extraction of meaning by the State. This posits that this label was incorporated to the official discourse of the State through the Special Bicentennial Project by actions that intervened in the search of a community that articulates diverse identities and demands.
Descripción
Palabras clave
Generación del Bicentenario, Identidades, Estado, Ciudadanías, Discursos, Bicentennial generation, Identities, State, Citizenships, Discourses
Citación
item.page.endorsement
item.page.review
item.page.supplemented
item.page.referenced
Licencia Creative Commons
Excepto se indique lo contrario, la licencia de este artículo se describe como info:eu-repo/semantics/openAccess