00:00What does "farming aura" mean, and why are more and more young people in Latin America competing to prove who has the most charisma?
00:06Style and attitude?
00:07Farming aura is an expression that originated on the internet and is used by young people to refer to the ability to
00:13to project confidence, charisma, or presence.
00:15The term combines farming, a word borrowed from video games meaning to accumulate resources or points, with aura,
00:22understood in this context as that which makes a person stand out from others.
00:26The trend, which began as a social media phenomenon, made the leap into the real world.
00:31In various Latin American countries, meetings have begun to be organized in which participants face off in a kind
00:37of presence competition.
00:39A look, a pose, a dance, a way of walking, or even the way of reacting to an audience can
00:46become elements to gain aura.
00:48In Colombia, the phenomenon has also found a place, particularly in Bogotá.
00:53Calls for aura farming tournaments at universities and public places in the capital were circulated on social media.
01:00One of the cases that attracted the most attention was that of the National University, where an invitation circulated to
01:05a tournament that generated excitement among students.
01:07However, the National University clarified that the activity did not have institutional authorization.
01:12The case also opened a conversation about how these phenomena born on social media begin to occupy spaces
01:18physical
01:18and to convene groups of young people outside of digital platforms.
01:22The calls for applications were not limited to the national one; announcements related to other universities in Bogotá also circulated.
01:29Among them are Externado, La Sabana, El Rosario, EAN and Javeriana.
01:32In several of these cases, the activities disseminated on social media also did not correspond to events officially organized or endorsed by the
01:39institutions.
01:40The logic behind these competitions may seem simple.
01:43Two people face off and the audience decides who has more aura.
01:46But behind the game lies a phenomenon characteristic of contemporary digital culture.
01:51Transforming everyday behaviors, such as the way you dress, walk, dance, or interact with others,
01:56in elements that can be scored, shared, and converted into content.
02:01Farming Aura also demonstrates how the boundaries between the Internet and everyday life are becoming increasingly blurred.
02:07What begins as a term used on TikTok can end up becoming a face-to-face meeting with participants, an audience, and rules.
02:14and even prizes.
02:14For now, the trend continues to expand among young people in different cities across Latin America.
02:19and establishing itself as an expression of digital culture that combines entertainment, identity, competition, and content creation.
02:26Did you know this phenomenon existed? Tell us what you think about it in the comments.
02:40Thank you!
