La Habana Vieja en los discursos e imaginario de su gente

Parting from ethnography and taking as fundamental referents the analysis of the Social Communication Theory and the Mediation Paradigm, proposed by the Spanish theoretician Manuel Martín Serrano, and the Latin American approaches to the interconnection between politics, culture, development, communication and social change, the present investigation found that the social representations that the agents of the borough of Old Havana in the Cuban capital construct with regard to the city, their ways of living in and the Comprehensive Rehabilitation Project of the Historical Center itself are diverse and that their sense (positive-negative) responds to the degree of rehabilitation achieved in the agents� most immediate context, although in every case the Rehabilitation Project is assumed as their own. This discovery enabled us to determine that the Heritage Management Model applied in the Historical Center mediates social representations mainly as a result of the physical, economic and social transformations of the environment