Margarita Zires is a research professor of the Graduate Program in Communication and Politics at the Universidad Autónoma Metropolitana -Unidad Xochimilco and a member of the National System of Researchers. Her lines of specialization are the following: analysis of rumors in traditional and socio-digital social networks, currently in contexts of violence; in relation to the pandemic in Mexico and study of contemporary, media and hypermedia manifestations of the myth and symbol of the Virgin of Guadalupe, as well as its appropriations in different cultural contexts and social movements in Mexico and the United States. See publications: