El bogotano nace bueno y transmilenio lo corrompe:representaciones del sistema de transporte masivo en Bogotá

Abstract

The question from which this research has been consolidated is how does the #CMLS Facebook group represent the Transmilenio mass transit system through a set of memes propagated during 2018 and the first half of 2019? This question has been approached since the conception of the meme as a multimodal text in which different social representations are verbally and visually immersed. It has been approached from a hermeneutical paradigm, a qualitative approach and a design anchored in a multimodal semiotic-discursive analysis. The results refer to the political vocation of the memes and the way in which from them various truths are constructed about what one is and others are (Moscovici) and in turn, the memes are consolidated as a resistance speech on the subject of the new technologies.