Georgina Flores Mercado has a PhD in Social Psychology from the University of Barcelona and is currently a researcher at the Institute of Social Research and teacher in the Postgraduate Department of Political and Social Science, both at the National Autonomous University of Mexico (UNAM). Since 2012 she has been researching the process of the inclusion of the pirekua, song of the P'urhépecha, on the Representative List of Intangible Cultural Heritage of the UNESCO. Her most recently published books are "A possible future for the pirekua. Heritage policies, traditional music and P'urhépecha identity" (2020) and "The pirekua as intangible cultural heritage. Effects of the new heritage paradigm" (2017), both in Spanish