From avatar to cyborg: conceptual and theoretical approaches.

Abstract

This article is a descriptive review of the terms cyborg, avatar and cybermarketing, in the light of contemporary theories and in addition to reviewing the relationship between avatar and cyborg, in terms of the tendency to represent the body through alter egos or artificial characters. On the other hand, it seeks to draw attention to the importance of avatars in the new constructions of imaginaries in the field of marketing.
The initial inquiries of this research come from the doctoral work of Professor Dulce María Bautista later with the purpose of taking advantage of the importance of this topic for the field of marketing, the research on brand carriers semiotic and cultural scopes was carried out in 2017 in the Department of Marketing of the Central University of Bogotá, of this last research there is a paper in the III international research congress of the Radar Colombia Network 2018.