meistudies, 1º Congresso Ibero-americano sobre Ecologia dos Meios - Da Aldeia Global à Mobilidade

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Limits and Opacities of Advertising and Public Radio Propaganda
Sergio Ricardo Quiroga

Última alteração: 2019-01-18

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This paper examines the programming and the radial conceptions and realizations of advertising and propaganda that underlie the emissions of three public radio stations in the province of San Luis (Argentina). It seeks to problematize about the scope of the concept of advertising and propaganda in three different public media.

The research was carried out on the stations Radio Municipalidad de la Punta 87.7 in La Punta (San Luis, Argentina), Radio Unvime 87.9, Radio Universidad in Villa Mercedes (San Luis, Argentina) - FM 97.9, both of Villa Mercedes, San Luis, Argentina.

The terms advertising and propaganda have been used interchangeably and are exchanged, but at a professional and academic level both terms express two different concepts. In the case of advertising, it is intended to influence the consumption behavior of a person through advertising campaigns or actions and in propaganda it is about people adhering to an ideology or belief.

Public state radios sometimes have no publicity in the strict sense, but they do have public announcements and messages that speak of themselves and of the organizations that created them. All of them are radios that depend on state public bodies, since both the University and the Municipality are organizations that have been created by the political system and that are different from each other. These media companies are not for profit, since their operation is ensured by the resources provided by the public organizations to which they belong, in one case the Municipality of La Punta, in another the National University of Villa Mercedes and in the third two faculties of the National University of San Luis located in the city of Villa Mercedes.

Government advertising is characterized as those advertising services that the medium itself produces but which are not advertising in the strict sense, ads that do not have an economic estimate or an income for the media and that includes press releases, various official activities or governmental, among others present in the state radios of the province of San Luis.

The Rapporteur ship for Freedom of Expression of the Inter-American Commission for Human Rights (IACHR has defined two types of publicity. Among them, advertising "does not pay", these include press releases, activity and government notices and legislative meetings, among others.

In the middle of the game and the tensions between publicity and propaganda in these public media, there are citizens and their rights to know government actions and the management of public resources originated in the taxes that citizens pay. The three public radio seek to differentiate themselves with little success from commercial radio stations in their programming and artisanal contents in general, not knowing well who their audiences are.

The university radio does not have advertisements while the municipal radio has it. The publicity of the Radio Municipalidad de la Punta 87,7, is characterized by notices, messages and institutional announcements disseminated in the form of news and information and which are not subject to commercial invoicing in the media organization itself. Public radios, at least philosophically, have sought to differentiate themselves from commercial radios with a program and content according to their audiences.

It is considered that the subject proposed by institutional advertising in the public media of state agencies is an issue that has not received deserved attention from academics.


publicity; propaganda; public radio

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