Comprender la publicidad para transformar la sociedad
- Authors
- Caro Almela, Antonio
- Format
- Article
- Status
- publishedVersion
- Description
This paper aims to advance in an understanding of advertising through an approach thoroughly different from those repeated attempts directed to raise it to a scientific level, efforts whose declared or tacit goal is to legitimate the advertising activity. Our approach is based in a reflexive research method, which begins with the involvement of the researcher into the researched matter (Caro, 2007). This approach is exemplary in a double sense: First, because understanding advertising reveals its role as an instrument for social cohesion in nowadays consumer societies, and second, because advertising is the window to enter at the current capitalist system?s nature, which is completely different from the 19th century capitalism analyzed by Marx. This exemplarity is the reason why understanding advertising can be a decisive stage to advance in the project directed to transform the capitalist society
El presente art?culo, basado en el m?todo reflexivo, que parte de la involucraci?n del investigador en la materia investigada, se propone avanzar en una comprensi?n de la publicidad radicalmente distanciada de aquel enfoque cuyo prop?sito es dotarla de un estatuto cient?fico, en un intento m?s o menos expl?cito de legitimar la actividad publicitaria profesional. Esta indagaci?n nos permitir? revelar: a) el papel como instrumento de cohesi?n social que la publicidad cumple en las actuales sociedades de consumo; y b) la funci?n de escaparate y puerta de entrada que la publicidad ejerce, en la medida en que revela y permite penetrar en las peculiaridades del vigente sistema capitalista, radicalmente distanciado del capitalismo decimon?nico analizado por Marx. Y son ambos resultados lo que nos permiten constatar que comprender la publicidad constituye un paso decisivo a la hora de avanzar en un proyecto de transformaci?n de la presente sociedad capitalista.
CIESPAL
http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0719-367X2014000100004
- Publication Year
- 2014
- Language
- eng
- Topic
- PUBLICIDAD DE LA SIGNIFICACION
SEMIOCAPITALISMO
SIGNO
MERCANCIA
VALOR DE CONSUMO
- Repository
- Repositorio SENESCYT
- Rights
- openAccess
- License
- openAccess