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Speaking at the Media Workshop, Dr. Raúl Garcés, Dean of the Faculty of Communication of the University of Havana, recalled that, as the researchers have raised the question in Europe and America, the twentieth century has left the lesson – and in XXI this lesson is even more sophisticated – that we can no longer see power only in terms of economy, political organization, but in terms of symbolic power, and this determines in contemporary societies the configuration of governments and political systems, the relationship between governments and public opinion. "That's why power plants are spending so much money on him."
How is this symbolic power configured today? Among the main features and trends that define symbolic power today, Garcés mentioned the Americanization, personalization, marketing and even what some have called "Americanization of the second degree".
"We live in a world where they have been imposed. US models of political communication are everywhere, and this has consequences: in the way of configuring and communicating, and in the economic configuration of the global media system" , he said.
Currently, more than half of the information and communication signatures come from the United States, a similar percentage in the case of newspaper companies. Computer and telecommunications in the world, 40 are also native to this country.
"There is a frank Americanization of political communication based on a frank dominance of the United States in the dominant models of political communication" he said, and stressed that it also influences from the point of view of the export of the modes of production and the relations between the political system and the communicative system of in the world today.
The Cuban expert pointed out that today we are talking about a "second degree Americanization", taking into account that "domination is not only from North to South" but also from the South itself. "
" O Globo, Televisa, Venevisión, also impose certain cultural models, which are imported from the great centers of power, but they reproduce among us. We are talking about centers of symbolic power within our own countries, in our own region, and with a communication model that overestimates the logic of logging on the logic of ethics, the logic of truth, the quality of Marketing also has consequences for the quality of public discourse ", a type of discourse that overestimates, privileges, prioritizes the logic of listening on the logic of establishing a relationship cultivated with the public. , a quality public discourse with the public to try to form participative citizens. "
These processes lead to a weak context in the credibility of the media, the negative perception of the audience increases compared to the media, which also tend to increasingly play the role of political parties." we have the case of Venezuela or Ecuador, or other Latin American countries where it has been shown that large media companies have become political actors. "
Garcés also called the Attention to the professionalism, the level of sophistication that has gained political communication, which is visible in the communication and marketing teams used by governments, campaigns and politicians.
Another characteristic is the tendency to personalize the political processes with one goal: to give understanding that people are disappearing "the problem disappears". "They did it with Fidel Castro, with Hugo Chávez, they l ' t done with Rafael Correa, with Nicolás Maduro … It is the idea to introduce the leader and promote the idea of making him disappear, as he was not part of d & # 39; A much more complex process. he was born from below. "
" We must study and systematize any alternating experience. I think we are insufficiently articulated, "said the Dean of the Faculty of Communication of Havana.Articulate ourselves depends on taking advantage of the circumstances, technology and opportunities that the networked society gives us to identify best practices , extend and share them whenever possible. "
" Providing meaning to the alternative means restoring the meaning of "deliberation". There is no democratic communication without debate, it There is no debate without people having a voice, and there is no voice without people having an education that allows for the sharing of ideas. There is no other way than to repeat the audacity, daring, and even deflect the effective communication codes proven to use them in a liberating way. The battle in which we are engaged is essentially cultural. "[19659002] Colonialism 2.0 in Latin America
In a society that is rapidly evolving from the production and trade of physical goods and services to digital production, the new and intense communicative and cultural concentration with the center in the United States decides for example, how a quarter of the world's population spends nearly 50 million daily hours.
By participating in the media workshop, Dr. Rosa Miriam Elizalde, Vice President of the Union of Cuban Journalists and FELAP, the figures mentioned that illustrate the level of accelerated concentration in the media in recent years.
"Four of the top five mobile phone apps in the world (Facebook, Instagram, WhatsApp, Messenger) belong to the company founded by Mark Zuckerberg, and collect monetizable data all the time." In the first quarter of 2018, and despite the recent scandals, Facebook has billed $ 11,790 million, nearly four billion more, or 49%, than a year ago, of which about 98.5% came from advertising, "he said.
Meanwhile, Google performs about 92% of Internet searches, a market valued at more than $ 92 billion. The ten most powerful and richest companies in the world, including five in the telecommunications and media sector, have combined revenues of 3.3 trillion, or 4.5% of global GDP. Apple's capitalization equals the common GDP of 43 African countries, or about $ 900 billion.
"There are few public institutions at the national or global level that can cope with these transnational powers.The new technological platforms have radically changed the nature of public communication. # 39; nation-state capable of reshaping the network by itself or stopping 2.0 colonialism even when it enforces local antitrust laws, "said the Cuban journalist and researcher.
The situation is more pronounced in Latin America depends on the United States in terms of Internet traffic, according to data from ECLAC. Nearly 90% of the region's electronic information goes through a node administered directly or indirectly by the United States.
Similarly, between 70 and 80% of the data internally exchanged by Latin American and Caribbean countries, where ten of the 13 root servers that make up the Internet master code are located.
In addition, he continued, "Latin America" is the most backward region, according to international data, in the production of local content and, However, it is a leader in terms of presence of Internet users on social networks Among the 100 most popular sites in the region, only 21 correspond to local content: this means that instead of creating wealth for the region, the continent transmits each day of wealth in the United States, where large Internet companies are hosted.
"Internet access is not the same as the ability to put the so-called new technologies in tune with the development of a continent where the growing trend of inequality can be clearly perceived. The lack of digital skills and the inability to take advantage of the potential of new technologies help to perpetuate this state of vulnerability even when the poor can get their hands on the new artifacts. "
As Darcy Ribeiro said," a colonization in the hand of a revolutionary technology. "In the words of the Brazilian theorist, the United States" fulfill their role with efficiency it is enormous in the sense of the search for complementarities that will make us dependent on them all the time. "
Elizalde points out that it is demonstrated that" social platforms are in no way a neutral service that exploits a generic service, but one based on technological and ideological foundations and institutionalized systems that inevitably conceive and manipulate connections. "
What the United States calculates with the" effective connectivity "operation, approved by the Committee on External Relations of the Senate in 2011, added Rosa Miriam, "it is the possibility that these tools create a basic simulation and from there political systems that do not do not they find it convenient. "
Cambridge Analytica, the company involved with Facebook in illegally accessing data from millions of social network users, has intervened in 200 elections around the world, and has has been involved in electoral processes, unlike left-wing leaders in Argentina, Colombia, Brazil and Venezuela.
After pointing out the lack of strategies and programs allowing the left to challenge and intervene public policies and generate lines of action. A true ruler of information and communication, he recalled that the project of his own fiber optic channel has not yet been finalized in the region. "We do not have a consistent or viable systemic strategy or legal framework that limits American control, ensures the exchange of traffic between neighboring countries, encourages the use of technologies that ensure the confidentiality of communications, the preservation of our human resources and the removal of barriers to the commercialization of digital instruments, content and services produced in Latin America
"No progress has been made in a common communication program supranational. We need observatory networks that, in addition to providing basic indicators and alerts on the colonization of our digital communication space, allow the recovery and socialization of good practices for the use of digital media. use of these technologies and resistance actions in the region. or the inability to cope with these new inequalities depends on political decisions.
"It is unlikely that a southern country, alone, an isolated organization, can find resources to question the power of law that is mobilized speed of a tweet, but a block of Organizations, movements and left-wing governments would have a greater ability to develop response levels to reaffirm regional sovereignty in certain critical areas. "
Ramonet: Electoral, communicational balance n 39 is not pessimistic [19659002] In addressing the issue of communication and the situation of the left in Latin America in the workshop on art and culture, Spanish professor and journalist Ignacio Ramonet said that " if we watch some of this year's election battles, there is no room for a pessimistic view. "
"The most intense moment the elections, it is there that the essential is played.The communicational victory is the electoral victory", he said, and mentioned the resounding victory of Nicolás Maduro in Venezuela, "even in the midst of economic, media and diplomatic harbadment" and the last triumph of Andrés Manuel López Obrador in Mexico, also ahead of him. "In Colombia, also in a very difficult situation, as a result From a 60-year war, amid the harrbadment of the far right led by Uribe and his candidate Iván Duque, the important result was not the election of Duque, evident in this context of absolute control, but that of the leftist candidate, Gustavo Petro, who arrives for the first time in the second round and gets 43% of the votes, which allows us to predict that in the next elections the victory on the left can be possible. There, the battle was not won, but it was not lost, "Ramonet said.
" This electoral balance, which is also a balance of communication, is not not so pessimistic, "he said Librar is in Brazil, in October, for the moment all polls indicate that conditions are good for Lula, if it can appear, to get a win.
It can not be excluded that if Lula does not show up, but a candidate from a broad left front with support from Lula and the PT, it is possible that there is also success. With the win in Mexico and a likely win in Brazil, many things in the region could change. "
Taken from Cubadebate
www.cubadebate.cu
July 17, 2018
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