Our propose is to reflect on the photographic record as a manifestacion of identity and culture based on semiotic estudies and how the information contained in a portrait identifies, communicates and understands elements that can be unveiled in countless meanings. We will start by analyzing the contentof the Facebook page, “Cholitas” in order to relate how the photograpy dialogues with concepts such as representativiness, decolonization, gender and intersectionality.In the post-modern world we live in, where standardization is encouraged, inclunding by the cultural industry cultural, in a attempt to market products and/or strengthen standards, image and the value of brands, we are increasingly witnessing so-called “minorities” seeking to strengthen ther causes and knowledge, including different ethenic groups and the migrant community. In this scenario, social media tends to function as a “showcase”, exposing ideas, causas and even disseminating tradicions, reinforcing common cultures. We believe that photography is stratefic as tool for representation and sef-sorth, bus can also generate rejection and stereotyped views.This study aims to focus on the issue of gender, in this case the feminine, and identity, the Bolivian woman, bus analyzing photographic images of real people wearing retinterpretations of typical costumes and posing as “Cholitas[1]”. We intend to understand why a Facebook Page exclusively promotes theses images, reaching more than 12,000 followers.To do this, we will uso authors such as Pierce, Barthes, Santaella, Eco, Chiachiri, Bardin and others to research the dimensions of a image, based on is meanings. [1] Traditional clothing, worn by Andean womens