Identidad y cultura en la construcción discursiva hegemónica del Bicentenario del Éxodo Jujeño

Abstract

Every August 23 in the Province of Jujuy (Argentina) a historic event is commemorated. Such event, known as Éxodo Jujeño, is considered of a great importance in the regional and national context since it stands as the most important founding myth of the local official story. The Éxodo Jujeño contains a whole symbology that defines the cultural identity of Jujuy. However, the significance of this event goes beyond the limits of the local and regional context, and at the same time integrates one of the most significant facts of national history related to the untying of the national territory of the Kingdom of Spain in the nineteen century. The aim of this research is to discuss the advertising companies published by the Government of Jujuy in 2012 in the commemoration of the bicentenary of the Éxodo Jujeño. These advertising contains representations and categorization that can be found in the local imaginary, and at the same time various aspects that constitute and limit the local identity of Jujuy. Such symbology is often used by the hegemonic sectors in the construction of meanings and dominant discourses. To this end, a semiotic analysis will be performed on visual codes present in propaganda spread in two local prevailing newspapers: Pregón and El Tribuno de Jujuy, identifying topics that use images, stories and myths with a strong symbolic meaning exalting the local deepest feeling with a constant reference to the national belonging.