Más es más: Cómo el éxito del Carnaval de Barranquilla se mide a través del ajuar de su reina en la era digital

Abstract

Declared by UNESCO as one of the Masterpieces of the Oral and Intangible Heritage of Humanity, Barranquilla’s Carnival gathers thousands of dancers, performers, artists and carnival doers for months leading to the four official days of the festivity, and it is all traditionally led by a Queen. Her commitment to the city of Barranquilla and its most important event is tested from the moment of her election until Ash Wednesday, when the Carnival ends. Her performance is scrutinized now more than ever thanks to the immediacy of social media: her dancing abilities, enthusiasm, charisma and, in great detail, her wardrobe. Traditionally chosen among the wealthiest and deepest-rooted families in the city, her reign is often measured by the purchasing power of her clan, represented in the variety and quality of her dresses and costumes. This article examines the social perception of the Queen through the lens of her wardrobe, using as case studies the Carnivals of three young women in the years 2014, 2016 and 2020. We look to determine how the quality, quantity and luxury of a queen’s festive outfits throughout her reign shape the public opinion of the queen herself and the opinion of her Carnival overall.