Virality, Agency and Techno-Doubt: Digital Discourses Around a Viralized Festive Body

• Autores: Cornejo Meza, Dina Soledad, Vera Zúñiga, Javier
• Formato: artículo
• Fecha de Publicación: 2025
• Institución: Pontificia Universidad Católica del Perú
• Repositorio: Revistas - Pontificia Universidad Católica del Perú
• Lenguaje: español
• OAI Identifier: oai:ojs.pkp.sfu.ca:article/32779
• Enlace del recurso: http://revistas.pucp.edu.pe/index.php/conexion/article/view/32779
• Nivel de acceso: acceso abierto
• Materia: artificial intelligence; Virality; Social discourses; Intangible cultural heritage; Social role of artificial intelligence; Social media; Inteligencia artificial; Viralidad; Discursos sociales; Patrimonio cultural inmaterial; Rol social de la inteligencia artificial; Redes sociales; Inteligência artificial; Viralidade; Discursos sociais; Patrimônio cultural imaterial; Papel social da inteligência artificial; Redes sociais

This article explores emerging social media discourses around a viral video featuring an Andean festive dancer, recorded in an ambiguous situation and widely shared online. Using a mixed methodology—combining manual coding, semantic analysis, and lexical graph visualization—we identify four discursive territories: ethical judgment, performative defense, techno-doubt, and indeterminacy. We examine how artificial intelligence is invoked by users to displace agency, deflect moral responsibility, and renegotiate blame. The study contributes to understanding public emotions, trust in algorithmic systems, and social imaginaries of artificial intelligence in festive and media contexts. It also discusses how cultural heritage becomes a site of symbolic contention when it intersects with virality, technology, and representation.