El Estado es el producto Publicidad institucional, rutinas discursivas e ideología de Estado

Abstract

The messages spread  by public  bodies by means of institutional advertisement fulfi/1 different functions: requiring  the citizens to behave in a civic way., offering  information concerning  public  interest., presenting  results  of governmens functions., the discourse of insb·tutional advertising is based on a collection  of assumptions that  are  general/y  kept  away  from  inquiries  and  deliberation. These assumptions reflect and transmit relevant ideas and values about  the State., dvil  society,  the citizens  and the relations  among  them.  The  discourse  of  the  institutional advertising carried  out  by  the State  administration is deeply rooted  in those ideas. Therefore., it becomes a very specific ideological corpus, which is disseminated by means of media messages that result from discoursive  routines addressing  the construction of social/y hegemonic meaning.