LANGUAGE, EDUCATION AND COMMUNICATION DURING VELASCO ALVARADO’S NATION-STATE (1968-1975)

Bautista D.J.R. · Boletin de la Academia Peruana de la Lengua (2020) · DOI: 10.46744/bapl.202001.005

Resumen

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 on two 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 the regime instrumentalized by using its most usual resources —visual image and linguistic message— for the dissemination of its nationalist rhetoric. Among these, the caricature would be the most required resource. As pointed out, the reasons for this instrumentalization are due to the fact that, if the intention of the military regime was to communicate and educate, the language of advertising was adapted to these pretensions: it is easily remembered and decoded. Besides, it is a discursive practice that increases in depoliticized and consumerist societies such as the Peruvian society of the 70’s.

Instituciones: Universidad Nacional Mayor de San Marcos