New andalusianism: asserting Andalusia’s cultural uniqueness and visibility through folklore

Abstract

The cultural movement of Nuevo Andalucismo [New Andalusianism] is predominantly youth-driven and closely tied to social media. Emerging from sentiments of geographical, political, and cultural periphery, the movement is rooted in anxieties about cultural assertion within a globalized society and in cultural settings shaped by hegemonic uniformity. These tensions are expressed through a turn towards traditional folklore, reimagined via a critical-creative process that produces a renewed version of local folklore in social media spaces, conceptualized as neofolklore. As the definition of Andalusian neofolklore is complex, this research employs digital ethnographic approaches to analyze its expressive practices on Instagram and TikTok shared by young artists and (micro-)influencers engaged in the rhetorics of New Andalusianism. The analysis is conducted through a multimodal and narrative approach inspired by new materialist theories, contributing to research on peripheral youth cultures in mediatized contexts.