Cultural identity, heritage and its sustainability in communication processes in Cuba.

Abstract

The present work provides an approach to cultural identity and its relationship with heritage from a sustainable perspective in communication processes. It uses current terms, focuses on the Cuban context, and offers necessary considerations for its implementation. Different scenarios with diverse actors and managers in different media are considered. The research question is how cultural identity and heritage contribute to the sustainability of communication processes in Cuba. Therefore, the overall objective of the research is to analyze the sustainability of cultural identity and heritage in communication processes in Cuba. To this end, analysis and synthesis are used to review and identify the fundamental elements provided by specialized literature, employing the historical-logical method, and systematization. This facilitated an understanding of the historical development of the object of study, as well as induction and deduction. The most relevant result is the identification of the conditions that typify the current situation of Cuban cultural identity, in which hegemonic domination over the media predominates and cultural models are imposed.