Sumario: | This is a theoretical reflection on advertising discourse, based on the study of the origins of the formation of a culture of participation for the development of deliberative democracy, as proposed by Jürgen Habermas; Its purpose is to describe the importance of the relationship that, due to their preponderance, the media establish with citizens in modern life, because of the imaginaries that they reinforce and because of the possibility of becoming political actors in current democracies in the identification of the world of the life of the individual and his struggle for the achievement of spaces for deliberation in the public sphere that lead to the recognition of their rights as citizens.
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