The present work consists of analyzing the existence of a communication policy in the Velasco Alvarado regime (1968-1975). The objective of the design of this policy was to disseminate the cultural proposals of the regime from the principle of refounding a new Peruvian nation. Given this, we distinguish two key concepts for this article: culture and the media. For this proposal, the media are instruments that use codes designed to disseminate messages articulated with the nationalism of the military regime. From this instrumentalization, Velasquismo will generate a political framework to manage the visual image, a key communication unit for its nationalist propaganda. The reasons for this perception were manifested in a context that we will review in this work: authoritarianism and state interventionism, an artistic scene with an avant-garde bias and a depoliticized society like Peru’s...

This work is a cultural reading of the communication policies that Velasco Alvarado’s nation-state (1968-1975) designed to disseminate its educational and cultural proposals. In principle, we distinguish ontwo key concepts for this paper: media and advertising. For this study, the media are instruments that use a language designed to disseminate messages articulated with the educational proposals of Velasco’s military regime. Based on this premise, advertising would play a significant role: not only would it use a language that would condition the formal and content structures of mass media such as the press and television, but one that would condition the communication between the sender of the message (the Nation-state) and the receiver of the message (the population). In this context, through this work we affirm that advertising language constituted a communicative phenomenon that...

El objetivo de esta investigación buscó demostrar, a través del discurso publicitario, cómo la cultura se convierte en un recurso de control político. En otras palabras, la campaña propagandística Pepe, El Vivo fue parte de una maquinaria narrativa auspiciada por el Estado-nación de Velasco, que revelaría los modos con que se recurrió a la cultura popular y a los medios masivos de comunicación para sus objetivos de control político. Del mismo modo, es determinar a la ideología como productora de sentido tanto para el sujeto como para sus prácticas culturales. Es decir, es la ideología quien le otorga un significado a este conjunto de valores y prácticas. La tesis posee cuatro partes. La primera parte revisa el marco teórico y conceptual para esta investigación; la segunda revisa el estado de la cuestión, o los estudios críticos de nuestro objeto de estudio, la campañ...