El retorno virtual de Quetzalcóatl:una netnografía de la mexicanidad y neomexicanidad

Abstract

Mexicanism and neo-Mexicanism has now been uploaded to the Internet, a space where these religious groups have new opportunities to extend their outreach and organizational practices. However, to acheive this aim, an adaptation must be constructed in both the content and its practices. This paper is based on a netnographic study of the networks, circuits and pages on Mexicanism on the Web, and presents a hermeneutic analysis which allows for the comparison of spatial and representational identity along with discourses that differentiate between the two versions of Mexicanism: the essentialized, which tends to reduce space and restrict communicative
codes; and the hybridized (better known as neo-Mexicanism), which generates an interactive and ecumenical space for other ideologies and spiritualities.