Andean pop in the digital space: an analysis of linguistic-racial ideologies and a technological proposal against racist hate speech in social networks; [La pop andine dans l’espace numérique: une analyse des idéologies linguistico-raciales et une proposition technologique contre les discours de haine raciste sur les réseaux sociaux]; [Pop andino no espaço digital: análise de ideologias linguístico-raciais e proposta tecnológica contra o discurso de ódio racista nas redes sociais]

de la Cruz F.C.; Alanya M.J.G.; Amacifuen I.T.S. · Lengua y Sociedad (2025) · DOI: 10.15381/lengsoc.v24i1.28883

Resumen

The article analyses the representation in virtual spaces of the Andean subject subordinated to ‘Andean pop’, a genre established by Milena Wharton, which aspires to consolidate a contemporary Andean identity through a hybrid and novel aesthetic, often wrapped in linguistic-racial ideologies that guide the way we interact with other members of our society. Through a work of collecting samples in social networks (Facebook, Instagram and X), the research revealed how certain users resort to racist hate comments to delegitimize this emerging musical genre by perceiving it as an ‘inauthentic’ representation of Quechua culture. For this reason, the development of a Google extension called ‘InkluApp’ is proposed as a concrete solution to miti-gate the effects of online discrimination which, in its turn, reinforces the relevance of IT tools that contribute to counteract racist hate speech. In this way, a link is established between the study of the ideologies underpinning racist hate speech and a technological intervention that seeks to foster a fair and inclusive representation of the Andean individual in the digital age. © Los autores.

Instituciones: Universidad Nacional Mayor de San Marcos