Abstract

VINCENT, LUCÍA. The endless war: Cambiemos’ government communication. Revista SAAP [online]. 2020, vol.14, n.2, pp.341-366. ISSN 1853-1970.  http://dx.doi.org/10.46468/rsaap.14.2.a4.

The government of Cambiemos in Argentina (2015-2019) developed a communication strategy adapted to the logic of the main media, which was a contrast to the controlled communication model of the Kirchner governments. However, the novel use of social media involved a search for control of communication, the installation of topics on the agenda, the choice of messages, platforms and audiences, while including an avoidance of traditional media, especially, of the opponents. This communication strategy, far from appeasing the political and media polarization, maintained it. To test this hypothesis, this article is based on presidential speeches, newspaper publications, government measures on broadcasting and monitoring of social media. Through the study of this case, the article seeks to contribute to research on the relationship between governments and the media and its impact on democracy.

Keywords : Mass media; governments; public speeches; social media; Cambiemos.

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