Creative And Innovative Strategies For Transmitting Culture In Covid-19 Circumstances. Case Of Casa Ibargüen And Municipal Cultural Center In The Historical Center Of Guatemala City

Abstract

The content of this publication explores the strategies implemented by two institutions that generate artistic and cultural initiatives in the Historical Center of Guatemala and it invites us to reflect on the opportunities that technology offers us to face the
changes caused by the coronavirus. Communicating culture in these circumstances of new dispositions is more challenging and requires creativity to adapt the cultural value chain to this new social reality to which culture must adapt to. The activities published in the media extend the experiences and present them in an innovative way. As methodology, it was used a qualitative approach in the form of exploration, making a structured interview to three key actors and based on the information obtained, the communication and management strategies used by both institutions were investigated. It was determined that the alliance of the cultural artistic experience and of technology has been increasing and it has permitted new ways of knowing, learning, and experiencing the visual arts, dance, and music.