The building of the bolivian chola image, the uses and appropiations in the huayño cumbia in Cochabamba

Abstract

Bolivia is a country rich in cultural events, they are mostly influenced by Spain and the neighbors countries. This mixture of influences in a communication terms is known as hybridization and through the study of hybridization it can also identify uses and appropriations both public and rural areas as the image of the chola. The study of the image of the chola through huayño and cumbia shows how a musical phenomenon can cross borders and ge- nerate not only important cultural move- ments, but also economic because of the elements involved in audiovisual produc- tion, costumes and instruments reach high figures considerably. During the investiga- tion we appreciate a woman who assumes prominence, the songs talks about their life and reflects the social and political context in which they live, the chola is an icon constantly changing and in this case assumes the role of the artist.