Publicidad de medicamentos y recepción audiovisual en Argentina. Un análisis de los reclamos realizados por las audiencias televisivas = Audiovisual publics and drug advertisement. An analysis of the claims received by the Publics Ombusmen
Abstract
Resumen: El artículo examina los reclamos sobre publicidades de medicamentos realizados entre el 2012 y el 2017 por las audiencias de la radio y la televisión argentina en un organismo público nacional, la Defensoría del Público de Servicios de Comunicación Audiovisual. En base a un análisis estructurado sobre la noción de “campo semántico” (Adelstein, 1996), se destaca que el principal eje de incomodidad presentado por las audiencias es el de la “discriminación”, antes que otro tipo de objeciones ligadas más estrechamente al campo de la salud y de los medicamentos. El artículo se centra en dos casos que han captado la mayor cantidad de reclamos, una publicidad de un medicamento para síntomas menstruales y otra sobre un producto para combatir el acné. Los resultados de este estudio contribuyen a una reflexión sobre las implicancias de las denuncias como mecanismo interpelador del Estado y promotor de la agencia ciudadana; así como la presencia y relevancia del concepto de “campo semántico” para el análisis de las denuncias.
Palabras clave: salud; audiencias audiovisuales; participación ciudadana; servicios audiovisuales; campo semántico; Argentina.
Abstract: The article examines the claims regarding drug advertisement presented by Argentine radio and TV audiences to the national media ombudsman between 2012 and 2017. Basing on the notion of ‘semantic field’ (Adelstein 1996), the analysis highlights that, rather than a discomfort felt with elements strictly related to ‘health’ or ‘medications’, ‘discrimination’ is the main source of complaint among Argentine media audiences. The article centres on the analysis of two cases which were the aim of the majority of claims: the advertisement of a drug to relieve menstruation-related pain, and a drug against acne. The results of this study contribute to a consideration of the implications of claims as a mechanism that fosters civic participation and the interpelation of the State; and the presence and relevance of the category of ‘semantic field’ for the analysis of claims.
Keywords: health; audiovisual publics; civil participation; audiovisual services; semantic field; Argentina.
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