Resumen

ANNICCHIARICO, Giada  y  BRULL GONZALEZ, Maribel. Cultural communication in COVID-19 poster analysis in Cuba. ARCIC [online]. 2022, vol.11, n.30, pp. 89-104.  Epub 01-Dic-2022. ISSN 2411-9970.

This work focused on the communicational culture and its processes of adaptation of the discourse for the elaboration of the COVID-19 posters in the Cuban context. The objective of the research was to base the theoretical and methodological references of communication culture to produce messages in exceptional situations of pandemic crisis. It was positioned as an exploratory study with a hermeneutical orientation. The qualitative perspective and the CDA were used as a method, assuming the most recent postulates of García de la Fuente (2002) and the methodology of Brull (2020) conceived for the analysis of the posters, enriched with communication psychology techniques. such as the framing theory theorized by Goffman (1974) and applied to discourse analysis by Koteyko & Atanasova (2017). From a sample of 26 posters, the results of the analysis carried out on 4 of them showed the impact of COVID-19 on public media, institutional, business and community spaces, including virtual communities. The analysis of the discourse of the posters demonstrated the value of the proposed system of indicators and the need to adapt the communication culture to the content design processes of informative and educational messages in health crisis situations.

Palabras clave : communication culture; discourse analysis; cartel; COVID-19; health crisis.

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