A critical look at communicative strategies for the conservation of cultural heritage in zipaquirá

Abstract

Zipaquirá is the provincial capital of Sabana Centro. It concentrates an important part of the market, animal husbandry and tourism offer of the region. The interaction of these aspects, including fast population growth, with the territory puts at risk the cultural heritage of the Zipaquira people, as well as the 
identity it creates and shapes. In response to this situation, social groups and government entities are working on the generation of communicative strategies which account for the importance of cultural goods. However, they have not been as successful as expected. By analyzing the effectiveness of those  campaigns, we hope that the municipal cultural agencies boost those strategies through an assertive dissemination which helps to strengthen the preservation and spreading of values associated to cultural heritage. Thus, future generations will raise the community’s awareness towards cultural goods care.
That will trigger a change of attitude in the inhabitants, who will be more involved in the scheduled activities
and will enjoy them. These actions as a whole will promote the community’s transformation and
sociocultural development.