Biblioteca Digital de VanguardiaInvestment in advertising and media pluralism. A comparative approach to the case of the press in Chile
Through a case study to advertisers who have been faced with complaints involving its reputation, this article seeks to explore the relationship between pluralism and advertising, identifying possible risks to the Media dependence on advertising investment. From a quantitative and qualitative analys...
| Autores principales: | , , , |
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| Formato: | info:eu-repo/semantics/article |
| Lenguaje: | Español |
| Publicado: |
Universidad de Chile. Instituto de la Comunicación e Imagen
2012
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| Acceso en línea: | https://comunicacionymedios.uchile.cl/index.php/RCM/article/view/25871 http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/78376 |
| _version_ | 1782334969205489664 |
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| author | Vergara, Enrique Garrido, Claudio Santibáñez, Abraham Vera, Pedro |
| author_facet | Vergara, Enrique Garrido, Claudio Santibáñez, Abraham Vera, Pedro |
| author_sort | Vergara, Enrique |
| collection | Repositorio |
| description | Through a case study to advertisers who have been faced with complaints involving its reputation, this article seeks to explore the relationship between pluralism and advertising, identifying possible risks to the Media dependence on advertising investment. From a quantitative and qualitative analysis warns that the influence of the warning on the environment is diffuse, not given directly but assumed as implicit, which involved highly complex political, commercial and professional practice, which has a major impact on content production and generation of a public discussion space. |
| format | info:eu-repo/semantics/article |
| id | clacso-CLACSO78376 |
| institution | CLACSO, Repositorio Digital |
| language | Español |
| publishDate | 2012 |
| publisher | Universidad de Chile. Instituto de la Comunicación e Imagen |
| record_format | greenstone |
| spelling | clacso-CLACSO783762022-03-22T14:36:00Z Investment in advertising and media pluralism. A comparative approach to the case of the press in Chile Inversión publicitaria y pluralismo informativo: Una aproximación comparada al caso de la prensa en Chile Vergara, Enrique Garrido, Claudio Santibáñez, Abraham Vera, Pedro Through a case study to advertisers who have been faced with complaints involving its reputation, this article seeks to explore the relationship between pluralism and advertising, identifying possible risks to the Media dependence on advertising investment. From a quantitative and qualitative analysis warns that the influence of the warning on the environment is diffuse, not given directly but assumed as implicit, which involved highly complex political, commercial and professional practice, which has a major impact on content production and generation of a public discussion space. A través de un estudio de caso a empresas anunciantes que se han visto enfrentadas a denuncias que afectan su reputación, este artículo busca explorar la relación entre pluralismo informativo y publicidad, identificando los posibles riesgos que conlleva para el medio su dependencia de la inversión publicitaria. Como resultado de un análisis tanto cuantitativo como cualitativo, se advierte que la influencia del avisador sobre el medio es difusa, no se da de forma directa sino que se asume como algo implícito, de alta complejidad donde intervienen dimensiones políticas, comerciales y de práctica profesional, lo que impacta en la producción de contenidos y en la generación de un espacio de discusión pública. 2012-01-01 2022-03-22T14:36:00Z 2022-03-22T14:36:00Z info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion https://comunicacionymedios.uchile.cl/index.php/RCM/article/view/25871 10.5354/rcm.v0i25.25871 http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/78376 spa https://comunicacionymedios.uchile.cl/index.php/RCM/article/view/25871/27985 application/pdf Universidad de Chile. Instituto de la Comunicación e Imagen Comunicación y Medios; Núm. 25 (2012): Publicidad privada y libertad de expresión: problemas, debates y perspectivas de estudio; Pág. 57 - 70 Comunicación y Medios; Núm. 25 (2012): Publicidad privada y libertad de expresión: problemas, debates y perspectivas de estudio; Pág. 57 - 70 0719-1529 0716-3991 |
| spellingShingle | Vergara, Enrique Garrido, Claudio Santibáñez, Abraham Vera, Pedro Investment in advertising and media pluralism. A comparative approach to the case of the press in Chile |
| title | Investment in advertising and media pluralism. A comparative approach to the case of the press in Chile |
| title_full | Investment in advertising and media pluralism. A comparative approach to the case of the press in Chile |
| title_fullStr | Investment in advertising and media pluralism. A comparative approach to the case of the press in Chile |
| title_full_unstemmed | Investment in advertising and media pluralism. A comparative approach to the case of the press in Chile |
| title_short | Investment in advertising and media pluralism. A comparative approach to the case of the press in Chile |
| title_sort | investment in advertising and media pluralism. a comparative approach to the case of the press in chile |
| url | https://comunicacionymedios.uchile.cl/index.php/RCM/article/view/25871 http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/78376 |