FESTIVIDAD INDÍGENA MAYA CHONTAL EN TABASCO, MÉXICO: ANÁLISIS DE LA COMUNICACIÓN SOCIAL

Abstract

This study aims to analyze the role of social communication in the preservation of the San Francisco de Asís  indigenous festival that takes place in the Chontal Mayan community of Tamulté de las Sabanas in southern  Mexico. It was carried out with the qualitative approach. Semi-structured interview techniques, documentary  research and nonparticipant observation were used. It is concluded that the function of social  communication is to strengthen the preservation of the indigenous ritual among the members of the  community and that of recognition by the rest of society. Social communication is divided into interpersonal and mass, however, the most used is interpersonal; it is suggested that the formal mass be strengthened both inside and outside the community.