SciELO - Scientific Electronic Library Online

vol.10 issue20Análisis teórico-empírico de la gestión internacional de los actores subnacionales: una propuesta de abordaje para las ciudades intermedias author indexsubject indexsearch form
Home Pagealphabetic serial listing  

Services on Demand




Related links

  • Have no similar articlesSimilars in SciELO


CONfines de relaciones internacionales y ciencia política

Print version ISSN 1870-3569


BRAMBILA, José Antonio. Comunicación en la guerra contra el narcotráfico: La estrategia publicitaria de la SEDENA (2007-2011). CONfines relacion. internaci. ciencia política [online]. 2014, vol.10, n.20, pp.9-33. ISSN 1870-3569.

This article analyzes the communication strategy established by the Ministry of Defense (SEDENA) as part of its tasks in the ongoing drugs war launched by president Calderon´s administration. This article describes how, with the increased public exposure of its activities, the Ministry of Defense also increased its budget for social communication and advertisement. The study also shows that the Ministry of Defense established a narrative in which it emphasized its efforts to safeguard the security and integrity of citizens. To achieve this, the Ministry of Defense used mainly advertising campaigns. The paper shows that the advertising investment benefited media concentration, because only one company received more resources than all the others media together. The paper also shows that the results of the adverstising campaign, especially the so called "La Gran Fuerza de México" in 2011, was not clear and consisted during time.

Keywords : Advertising; government communication; military communication; drug war.

        · abstract in Spanish     · text in Spanish     · Spanish ( pdf )


Creative Commons License All the contents of this journal, except where otherwise noted, is licensed under a Creative Commons Attribution License