The media convergence of social networks and digital platforms: a case study of two Afro Boricua youth culture genres

Abstract

The purpose of this paper is to analyze the media convergence of social networks and digital platforms in terms of the Afro Boricua genres of Bomba and plena through a sample of digital pages, followers, and cultural managers created. This study prioritizes youth sectors’ presential and digital participation based on two objectives: first, to expose elements of the political economy of music from an on-site and virtual cultural youth culture consumption generating fandoms and post-fandoms, and second, to know the scope of participatory culture through the observation of the selected digital content. The production of digital content has led to the creation of virtual learning scenarios where an identity and representation are conceptualized, as part of the emerging customs and traditions in the Bomba and plena. The creation of digital content has an impact on the development of fandoms and post fandoms. These activities of Bomba and plena genres have been exempted from mass marketing in the media, while they have developed a place in cyberspace and independent spaces for the creation and mobilization of activities. Finally, the paper warns that the emerging presence of cultural activities in simultaneous formats -on-site, virtual, and streaming- has facilitated a positioning of both musical genres that cohabit amid resistance and trends (mainstream).