Biblioteca Digital de VanguardiaSocial representations and mises-en scène in Bogotá's peasant markets: the good, the institutionalized and the rebel peasant
This article is the result of an investigation developed throughout 2017 by three members of the Advertising, Society and Consumption group of the Central University of Bogotá. The objective of the research was to track and analyze the representations that circulate in the Peasant Markets (hereinaft...
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| Formato: | info:eu-repo/semantics/article |
| Lenguaje: | Español |
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Cultura y Representaciones Sociales
2019
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| Acceso en línea: | http://www.culturayrs.unam.mx/index.php/CRS/article/view/484 http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/88748 |
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| author | Garcia Gonzalez, David Fernando González Vélez, César Augusto Montenegro Riveros, Mauricio |
| author2 | Universidad Central de Bogotá |
| author_facet | Universidad Central de Bogotá Garcia Gonzalez, David Fernando González Vélez, César Augusto Montenegro Riveros, Mauricio |
| author_sort | Garcia Gonzalez, David Fernando |
| collection | Repositorio |
| description | This article is the result of an investigation developed throughout 2017 by three members of the Advertising, Society and Consumption group of the Central University of Bogotá. The objective of the research was to track and analyze the representations that circulate in the Peasant Markets (hereinafter MC) organized by the Mayor’s Office and other institutions of the Bogota district government since 2004. This interest has to do with our conviction, at the same time epistemological and political, that social representations are, as the sociologist Pierre Bourdieu (1995) would say, structuring and structured constructions. In other words, representations are structures of thought internalized by the subjects and, at the same time, historical constructions of a collective nature that help to co-produce the social world. Starting from this premise, we consider that it is pertinent to deconstruct the representations on the field and the peasants that are (re) produced and negotiated in institutional spaces such as the MC. The main objective of this text is, then, to analyze the aesthetic and discursive elements of the various advertising pieces that circulate about CMs, and to determine the nature of the representations that are put into play there. The first section characterizes the corpus of advertising and institutional pieces with which it was worked (which included images, flyers, photographs, videos and press releases), and describes the interpretation process based on the main categories and variables of analysis. Following are some considerations of a conceptual nature with regard to social representations and what we have called “staging”. Finally, in the third part, various aesthetic and discursive elements of the advertising pieces associated with MCs are characterized, and a critical synthesis of the most recurrent representations on the field and the peasants who circulate there is offered. |
| format | info:eu-repo/semantics/article |
| id | clacso-CLACSO88748 |
| institution | CLACSO, Repositorio Digital |
| language | Español |
| publishDate | 2019 |
| publisher | Cultura y Representaciones Sociales |
| record_format | greenstone |
| spelling | clacso-CLACSO887482022-03-22T18:11:10Z Social representations and mises-en scène in Bogotá's peasant markets: the good, the institutionalized and the rebel peasant Representaciones sociales y puestas en escena en los Mercados Campesinos de Bogotá: “El buen campesino”, “el campesino institucionalizado” y “el campesino rebelde” Garcia Gonzalez, David Fernando González Vélez, César Augusto Montenegro Riveros, Mauricio Universidad Central de Bogotá Social representations, Peasant markets, Field, Staging Sociología, Sociología publicitaria, Estudios Culturales Representaciones sociales, Mercados campesinos, Campo, Puestas en escena This article is the result of an investigation developed throughout 2017 by three members of the Advertising, Society and Consumption group of the Central University of Bogotá. The objective of the research was to track and analyze the representations that circulate in the Peasant Markets (hereinafter MC) organized by the Mayor’s Office and other institutions of the Bogota district government since 2004. This interest has to do with our conviction, at the same time epistemological and political, that social representations are, as the sociologist Pierre Bourdieu (1995) would say, structuring and structured constructions. In other words, representations are structures of thought internalized by the subjects and, at the same time, historical constructions of a collective nature that help to co-produce the social world. Starting from this premise, we consider that it is pertinent to deconstruct the representations on the field and the peasants that are (re) produced and negotiated in institutional spaces such as the MC. The main objective of this text is, then, to analyze the aesthetic and discursive elements of the various advertising pieces that circulate about CMs, and to determine the nature of the representations that are put into play there. The first section characterizes the corpus of advertising and institutional pieces with which it was worked (which included images, flyers, photographs, videos and press releases), and describes the interpretation process based on the main categories and variables of analysis. Following are some considerations of a conceptual nature with regard to social representations and what we have called “staging”. Finally, in the third part, various aesthetic and discursive elements of the advertising pieces associated with MCs are characterized, and a critical synthesis of the most recurrent representations on the field and the peasants who circulate there is offered. Este artículo es el resultado de una investigación desarrollada a lo largo de 2017 por investigadores del grupo Sociedad, Publicidad y Consumo de la Universidad Central de Bogotá. El objetivo de la investigación era rastrear y analizar las representaciones sociales que circulan en las piezas publicitarias de los Mercados Campesinos organizados por la Alcaldía Mayor y otras instituciones del gobierno distrital de Bogotá desde 2004. Este interés tiene que ver con la convicción, a la vez epistemológica y política, de que las representaciones sociales son, como diría el sociólogo Pierre Bourdieu, construcciones estructurantes y estructuradas. Es decir que las representaciones son estructuras de pensamiento interiorizadas por los sujetos y, a la vez, construcciones históricas de carácter colectivo que ayudan a coproducir el mundo social. Partiendo de esta premisa, en este artículo se deconstruyen las representaciones sobre el campo y los campesinos que se (re)producen y se negocian en espacios institucionales como los Mercados Campesinos. El principal objetivo de este texto es, entonces, analizar los elementos estéticos y discursivos de las diversas piezas publicitarias que circulan a propósito de los Mercados Campesinos, y determinar la naturaleza de las representaciones que allí se ponen en juego frente a un actor social históricamente subordinado: el campesinado. 2019-03-01 2022-03-22T18:11:10Z 2022-03-22T18:11:10Z info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion análisis de piezas gráficas http://www.culturayrs.unam.mx/index.php/CRS/article/view/484 10.28965/2019-26-09 http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/88748 spa http://www.culturayrs.unam.mx/index.php/CRS/article/view/484/pdf http://www.culturayrs.unam.mx/index.php/CRS/article/view/484/866 Copyright (c) 2019 David Fernando Garcia Gonzalez, César Augusto González Vélez, Mauricio Montenegro Riveros https://creativecommons.org/licenses/by-nc/2.5/mx/ application/pdf application/xml Colombia, Latinoamérica siglo XX y XXI Cultura y Representaciones Sociales Cultura y Representaciones Sociales; Vol. 13, Núm. 26 (2019); 224-268 ISSN 2007-8110 |
| spellingShingle | Social representations, Peasant markets, Field, Staging Sociología, Sociología publicitaria, Estudios Culturales Representaciones sociales, Mercados campesinos, Campo, Puestas en escena Garcia Gonzalez, David Fernando González Vélez, César Augusto Montenegro Riveros, Mauricio Social representations and mises-en scène in Bogotá's peasant markets: the good, the institutionalized and the rebel peasant |
| title | Social representations and mises-en scène in Bogotá's peasant markets: the good, the institutionalized and the rebel peasant |
| title_full | Social representations and mises-en scène in Bogotá's peasant markets: the good, the institutionalized and the rebel peasant |
| title_fullStr | Social representations and mises-en scène in Bogotá's peasant markets: the good, the institutionalized and the rebel peasant |
| title_full_unstemmed | Social representations and mises-en scène in Bogotá's peasant markets: the good, the institutionalized and the rebel peasant |
| title_short | Social representations and mises-en scène in Bogotá's peasant markets: the good, the institutionalized and the rebel peasant |
| title_sort | social representations and mises-en scène in bogotá's peasant markets: the good, the institutionalized and the rebel peasant |
| topic | Social representations, Peasant markets, Field, Staging Sociología, Sociología publicitaria, Estudios Culturales Representaciones sociales, Mercados campesinos, Campo, Puestas en escena |
| url | http://www.culturayrs.unam.mx/index.php/CRS/article/view/484 http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/88748 |