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In this article the author studies some of the new expressions and versions of the myth of the Virgin of Guadalupe, which have emerged with the expansion of the cultural industries in Medico. She analyzes comics, videos, expositions, and the visits of the Pope to Mexico in 1990 and 1991 and thus contributes to a better understanding of the actual political and religious strategies in Mexico. The various versions of this myth and the polysemy of the symbol of the Virgin are taken into consideration. [ABSTRACT FROM AUTHOR]