GASTRONOMIC CULTURE AND SOCIAL NETWORKS: THE IMPACT OF DIGITAL STRATEGIES ON THE PROMOTION OF TRADITIONAL COLOMBIAN CUISINE

In a context where cultural traditions face the risk of invisibilisation in the face of the advance of globalisation and the homogenisation of digital content, traditional gastronomy has become a field of symbolic dispute. In countries like Colombia, with a wide culinary diversity associated with regional, ethnic and popular identities, digitalisation processes represent an opportunity and, at the same time, a challenge for the preservation and promotion of this intangible heritage. However, local actors, such as traditional restaurants, often lack the resources, knowledge or strategies to position their cultural practices in digital environments dominated by globalised commercial and aesthetic logics. Given this problem, the aim of this research was to analyse the digital strategies employed by traditional Colombian restaurants to promote their cuisine on social networks, understanding these actions as contemporary forms of cultural representation. From a cultural studies approach, gastronomy was approached not only as an economic service, but also as a symbolic manifestation of collective memory and identity. The methodology applied was mixed, with a predominantly quantitative approach, based on the content analysis of 15 restaurants selected by non-probabilistic sampling. Variables such as presence on social networks, number of followers, frequency of publication, bilingual content, customer service mechanisms and use of technological tools were examined. The results show a strong presence on Facebook and Instagram (87%), but little use of platforms such as TikTok or YouTube (60%). Low frequency of posts (1-2 times per week), minimal bilingual content (8 %) and limited online complaint management (10 %) were identified. Only a few restaurants, such as Il Forno and Quebracho, showed more digital diversification. In conclusion, it can be observed that most traditional establishments have not yet managed to fully integrate digital tools that strengthen the dissemination and resignification of their cultural proposal. It is recommended to design intercultural, sustainable and participatory communication strategies that value traditional cuisine not only as a gastronomic offer, but also as a vehicle of identity and heritage in contemporary digital environments.