Lenguaje, educación y comunicación en el Estado-nación de Velasco Alvarado (1968-1975)
-
Douglas Javier Rubio Bautista
Universidad Nacional Mayor de San Marcos
.gif)
https://orcid.org/0000-0001-8359-1392
Abstract
This work is a cultural reading of the communication policies that Velasco Alvarado’s nation-state (1968-1975) designed to disseminate its educational and cultural proposals. In principle, we distinguish on
two key concepts for this paper: media and advertising. For this study, the media are instruments that use a language designed to disseminate messages articulated with the educational proposals of Velasco’s military regime. Based on this premise, advertising would play a significant role: not only would it use a language that would condition the formal and content structures of mass media such as the press and television, but one that would condition the communication between the sender of the message (the Nation-state) and the receiver of the message (the population). In this context, through this work we affirm that advertising language constituted a communicative phenomenon that the regime
instrumentalized by using its most usual resources —visual image and linguistic message— for the dissemination of its nationalist rhetoric. Among these, the caricature would be the most required resource. As pointed out, the reasons for this instrumentalization are due to the fact that, if the intention of the military regime was to communicate and educate, the language of advertising was adapted to these pretensions: it is easily remembered and decoded. Besides, it is a discursive practice that increases in depoliticized and consumerist societies such as the Peruvian society of the 70’s.
Downloads
Copyright (c) 2020 Douglas Javier Rubio Bautista
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain their rights:
a. The authors retain their trademark and patent rights, as well as any process or procedure described in the article.
b.The authors retain the right to share, copy, distribute, perform and communicate publicly the article published in the Boletín de la Academia Peruana de la Lengua (for example, placing it in an institutional repository or publishing it in a book), with an acknowledgment of its initial publication in the Boletín de la Academia Peruana de la Lengua.
c. Authors retain the right to make a subsequent publication of their work, to use the article or any part of it (for example: a compilation of their work, notes for conferences, thesis, or for a book), as long as they indicate the source of publication (authors of the work, journal, volume, number and date).
