Abstract
Within the framework of the implementation of the neoliberal project in Chile, we investigate the communicational and political implications of the presence of the banner format in the promotion of plans, programs and social projects available in the public offering on the websites of the Government Ministries of Chile. We discuss three aspects: the development of an Electronic Government; the distinction between advertising and publicity; and the technical rationality that its use is observed. We conclude that this format is not driven by technological development but by a series of changes in both the political system and the country's culture. So its articulation with technologies is developed as a way to optimally manage changes, resulting in the emergence of a type of subject that, inspired by the figures of the “entrepreneurial self” and the “citizen credit card”, is called as “on-line citizen”.
Highlights
En el marco de la implementación del proyecto neoliberal en Chile, indagamos en las implicancias comunicacionales y políticas de la presencia del formato banner en la promoción de planes, programas y proyectos sociales disponibles en la oferta pública en las páginas webs de los Ministerios del Gobierno de Chile
Within the framework of the implementation of the neoliberal project in Chile, we investigate the communicational and political implications of the presence of the banner format in the promotion of plans, programs and social projects available in the public offering on the websites of the Government Ministries of Chile
We discuss three aspects: the development of an Electronic Government; the distinction between advertising and publicity; and the technical rationality that its use is observed. We conclude that this format is not driven by technological development but by a series of changes in both the political system and the country's culture
Summary
En el marco de la implementación del proyecto neoliberal en Chile, indagamos en las implicancias comunicacionales y políticas de la presencia del formato banner en la promoción de planes, programas y proyectos sociales disponibles en la oferta pública en las páginas webs de los Ministerios del Gobierno de Chile. Discutimos tres aristas: el desarrollo de un Gobierno Electrónico; la distinción entre propaganda y publicidad; y la racionalidad técnica que se observa su uso. Concluimos que este formato no es impulsado por el desarrollo tecnológico sino por una serie de cambios tanto en sistema político como en la cultura del país. Su articulación con las tecnologías se desarrolla como forma de gestionar de manera óptima los cambios, dando por resultado la emergencia de un tipo de sujeto que, inspirado en las figuras del empresario de sí mismo y del ciudadano credit card, se denomina como ciudadano on-line
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