El uso de la publicidad oficial: Municipio de la Capital de La Rioja.

Abstract

Today and throughout the 35 years of democratic life, official advertising has been a subject of debate, reflection or analysis by different professionals who work in the field of social communication and the policy as to determine: How does it work? What are their rules of distribution? Or how much do they invest public administrations in official guideline? To these questions, the objective of the research has been to identify the economic context in order to clarify what is the role of official advertising as an instrument in the service of the State. Based on an interpretive exercise, we understand that both public administrations and turn politician know that they have two channels to engage with citizens: 1) mass media and 2) the official advertising.