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Aguilera Ruiz, Oscar (1999)
Publisher: Quito, Ecuador : CIESPAL
Languages: Spanish; Castilian
Types: Article
Subjects: MODERNIDAD EXCLUYENTE, JÓVENES,MEDIOS DE COMUNICACIÓN,SANTIAGO DE CHILE,ANÁLISIS DEL DISCURSO, P87-96, Communication. Mass media, NUEVOS ESCENARIOS, IMAGENES JUVENILES, CATEGORIAS COMPRENSIVAS
Progresivamente los medios abandonan las claves clásicas para relacionarse con los jóvenes. Ya no buscan integrar y/o controlar socialmente a sus destinatarios. Ahora buscan hablar al joven no solo desde su actividad "productiva", sino desde esferas afectivas y/o estéticas que cumplen precisamente la función de ampliar el mercado de jóvenes auditores que suscriben las pautas identificatorias propuestas por los medios. Este artículo nace de un análisis de los discursos radiales producidos exclusivamente para jóvenes en Santiago de Chile.
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