Resumo

ALLOCHIS, Leandro. De New York a Buenos Aires y del Hip Hop a la Cumbia Villera: El protagonismo de la imagen en los procesos de transculturación. Cuad. Cent. Estud. Diseñ. Comun., Ensayos [online]. 2014, n.48, pp.23-35. ISSN 1853-3523.

While images carry symbols and ideologies and cultural industry has profusely used this emulative and persuasive quality, we turn on the ways in which, within the current context of global communications, representations transcend its territories and cultural origin groups as ever. Through a case analysis we will identify the scope and effects of photography in the spread-appropriation hybridization between distant territorial cultures. The article proposes a review on the particular operation of visual messages in the context of global communications, where its enhanced symbolic level and evocative capacity of cultural prototypes, has become more complex its representation function, to evoke and culturally mean, beyond its qualities and propositions of origin.

Palavras-chave : Clothing; Culture; Cumbia villera; Fashion; Globalization; Hip hop; Iconography; Photography; Representation; Semiotics; Social imaginary territory; Visual discourse.

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