Análisis de la gestión de comunicación cultural digital en festivales de la región latinoamericana

Abstract

Abstract: The present work focuses on the analysis of the management of digital communication in the Latin American region, and to achieve it, the following objectives were proposed: evaluate the 2.0 communication index in the Facebook accounts of Latin American festivals to interact with their public target; analyze the effectiveness of communication at the country and festival level and identify the content strategy and the impact generated. The countries participating in this study are: Brazil, Argentina, Peru, Colombia, Bolivia, Venezuela, Chile, Paraguay, Ecuador and Uruguay. In total, 40 festivals were identified in nine countries since, in the case of Paraguay, it was not possible to find a festival in the sources consulted. This work was carried out through a mixed methodology: the quantitative technique was social analysis and the qualitative one was content analysis. It was possible to identify that the countries are a better communication management were Colombia and Chile, since their cultural industries, being the most stable and strongest in the region, influence the consumption of culture of their people.