This article analyzes a case study that is part of the current of Folkcommunication and marketing. The romantic story created between a typical Bolivian food, the salteña, and the American drink, Coca Cola. This relationship arises from a communication strategy of the transnational, which responds to an appropriation of cultural aspects, which is not only developed in Bolivia, but also in other countries of the world. The article initially details some aspects related to the two main actors in this story, then describes the case, emphasizing the most outstanding communication aspects, to finally analyze all the elements in light of the concepts of folk communication and marketing.

El objetivo de la presente investigación fue analizar el impacto del juego como innovación didáctica en los procesos interactivos comunicacionales, en la Institución Educativa Nuestra Señora del Rosario del Municipio de Villamaría, Caldas. La metodología dilucida un enfoque mixto con diseño anidado concurrente, de modelo dominante (predominio cualitativo); se emplearon como técnicas de recolección de información, la observación, el cuestionario con escalamiento tipo Likert. En la primera etapa se llevó a cabo una diagnosis, reconociendo la realidad problémica, en cuanto si el juego es utilizado o no con un propósito educativo, además de los problemas que más afectan los procesos interactivos comunicacionales. En la segunda etapa se aplicó los instrumentos de investigación, el test de Likert y la observación directa; en la última etapa para el proceso de análisis de ...

In Chile, influential public figures are increasingly using the media to accuse social networks of being a danger to democracy and to characterize their users as intolerant and destructive. This essay defines that behavior, known as trolling, by delimiting its constitutive characteristics in order to situate the phenomenon as a political practice independent of an alleged trolling agenda, a particular subculture, a historical context or a specific technology. To give an account of the historical ubiquity of trolling, we used a journalistic text by Karl Marx. Based on Rancière’s (2006) conceptualization of politics and Fraser’s (1999) critique of Habermas, we maintain that the function of trolling is to give shape to an attempt to modify the distribution of what is sensitive by imposing new oppositions of terms, displacing or undermining the framework of a discourse. In this sense, t...

In Chile, influential public figures are increasingly using the media to accuse social networks of being a danger to democracy and to characterize their users as intolerant and destructive. This essay defines that behavior, known as trolling, by delimiting its constitutive characteristics in order to situate the phenomenon as a political practice independent of an alleged trolling agenda, a particular subculture, a historical context or a specific technology. To give an account of the historical ubiquity of trolling, we used a journalistic text by Karl Marx. Based on Rancière’s (2006) conceptualization of politics and Fraser’s (1999) critique of Habermas, we maintain that the function of trolling is to give shape to an attempt to modify the distribution of what is sensitive by imposing new oppositions of terms, displacing or undermining the framework of a discourse. In this sense, t...