Objective:

To analyze the media construction of the National Crusade against Hunger (CNCH) based on public and propaganda events in Chiapas at the start of the strategy.

Methodology:

Ethnographic fieldwork and analysis of political speeches, official documents, communiqués and news in local and national media.

Results:

The CNCH emerged as a policy based on the spectacle, the aestheticization of poverty and the simulation of success, with operational and regulatory weaknesses that contrasted with the energetic and ostentatious government machine that activated mechanisms of state control over the territory and local actors.

Limitations:

The article does not delve into the organizational strategies that were generated at local level in response to the CNCH.

Conclusions:

The social analysis of the media construction of six-year policies contributes to questioning the relevance of starting each government administration with public programs that are promoted as innovative but which reproduce authoritarian power relations, vices and inertias of development.

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