A través de la publicidad institucional, los diferentes organismos del Estado difunden mensajes que cumplen diferentes funciones explícitas: se insta a los ciudadanos a ejercer comportamientos cívicos, se ofrece información de interés público, se presentan resultados de las acciones de gobierno, etc. Sin embargo, más allá de dichas funciones, la publicidad institucional del Estado fundamenta sus discursos en un conjunto de presupuestos resguardados de todo cuestionamiento y práctica deliberativa. Tales presupuestos reflejan y transmiten ideas y valores fundamentales en relación a lo que es el propio Estado, la sociedad civil, los ciudadanos y las relaciones entre todos ellos. El conjunto de presupuestos "dados por descontadop y en los que arraiga el discurso general de fa publicidad institucional del Estado acaba definiendo un cuerpo doctrinal e ideológico muy específico¡ este cuerpo doctrinal e ideológico se difunde a través de discursos mediáticos que son producto de rutinas discursivas de construcción de sentido socialmente hegemónico.
La comunicación entre las instituciones y al ciudadanía es esencial en el estado democrático del bienestar, y la publicidad institucional juega un papel fundamental en este proceso, controbuyendo a la creación de un imaginario público sobre los organismos del Estado, la ciudadanía y las relaciones entre ambos.Este artículo presenta un análisis sobre las estructuras narrativas de los spots televisivos delas campañas institucionales. Como resultado, se definen las principales narraciones prototípicas de la publicidad institucional en España. Esto invita a reflexionar sobre los posibles efectos de estos marcos narrativos en la percepcióno social de los organismos del Estado y de los ciudadanos y colectivos sociales específicos.
El presente estudio tiene como objetivo el análisis de la imagen del Estado y de los ciudadanos construida en la publicidad institucional del Estado transmitida a través del medio televisivo en España de octubre de 2005 a octubre de 2006.
For tens of thousands of years Paleolithic hunter-gatherer communities lived in democratic systems. These democratic communities based their relations on power and freedom on what Christopher Boehm has called "reverse dominance hierarchy" systems, which, for much of human history guaranteed political equality among members of hunter-gatherer communities. The reverse dominance hierarchy is a principle that could be used today to rethink the foundations of current democracies and design political systems that ensure true political equality in our societies. To understand democracy in the history of Homo sapiens and to evaluate current democratic systems, it is necessary to broaden the usual limited perspective on democracy. Robinson (2010) points out that modern humanism considers prehistory in rather negative terms and as largely irrelevant, yet prehistory covers most of Homo sapiens' existence and has left deep evolutionary traces in modern humans. Carroll (2015) proposes that power and dominance structures can be divided into four major periods: (a) dominance by an alpha male individual or group; (b) egalitarianism and democracy in hunter-gatherer societies; (c) the return to dominance by an individual or groups in postagricultural societies; and (d) the resurgence of democracy in today's modern democracies. Such a far-reaching historical perspective, while admittedly rather schematic and simplified, is important because it links modern democracies to a past that encompasses thousands of years of the existence of Homo sapiens. Sterelny (2021a, 2021b) offers a chronological perspective in affirming that, since our species was established around 300,000 years ago, 97% of its history has developed in egalitarian and democratic communities. This perspective should radically change the Homo sapiens vision of themselves, their past and present, and their possibilities for the future.The image we have of democracy and of today's liberal democracies is influenced by our vision of the history of democracy. The currently dominant perspective is that today's liberal democracies are a democratic exception in the authoritarian history of humanity, and there is a tendency to be condescending in relation to liberal democracies and to generously excuse their shortcomings. However, a perspective that recognizes long periods of radical democracies in human history can be more critical. The democracies of the Palaeolithic demonstrate that democratic political systems cover most of human history, that humans have imagined and built democracies with a very high degree ofThis is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.
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