Communication of traditions and perception in the construction of cultural identity

Abstract

Abstract: Cultural traditions play an important role in the commitment to protect customs, beliefs, and values, using communication as a resource to transmit cultural practices over time. Mexico has a variety of cultural traditions, among which the Day of the Dead stands out, a holiday that commemorates the lives of those who have passed away. For Mexicans, this tradition carries great popular significance as it transmits social values to a collective memory. In this sense, the objective of this research was to analyze the influence of communication on cultural perception and identity, related to cultural traditions. The methodology used was quantitative, descriptive, correlational, and cross-sectional, with a non-probability convenience sample of 84 people who attended the sample of altars. A partial least squares structural equation model was used to analyze the data. The results indicate that the communication of traditions positively influences cultural perception and identity. It is concluded that traditions are part of the culture, therefore it is essential to maintain them and generate communication processes to recreate the identity and intangible cultural heritage of Mexico.