El podcast como una herramienta para visibilizar el empoderamiento de las mujeres a través de emprendimientos de artesanías y manualidades en Cúcuta, Norte de Santander.

Abstract

In Cúcuta, Norte de Santander, there are some challenges associated with unemployment and labor informality that have positioned women heads of household as natural entrepreneurs, leaders of their family and community environments. This research supports the production process of the podcast series called 'Women who tell stories through their art', a sound space created to make visible the female empowerment that takes place when synergies are built from the skills and manual traditions as a source of development to encourage the economic autonomy of craftswomen. In its structure, the social and contextual references that describe the communicative problem are presented, in which it is basically identified that digital platforms with their different formats are an opportunity to increase the recognition and positioning of local brands. However, they are not always addressed in this way because there is a lack of knowledge, a generation gap or lack of interest in this kind of stories, since in traditional media women are presented in stereotypical and limiting ways. The methodology describes a qualitative analysis articulated through techniques such as semistructured interviews. In this sense, eight protagonists were consulted, who are dedicated to different artistic expressions, extolling family traditions, from which eight episodes were configured that narrate their origins, motivations and advice for other entrepreneurs, also seeking to increase the scope in the recognition of their brands and make themselves known to new consumers. The series will be broadcast on Atalaya 96.2 FM and Radio San José de Cúcuta 1160 AM.