2023-09-24 06:19:58
I strongly recommend reading the double-page interview (40-41) that Rodrigo Lloret conducted with Professor Natalia Aruguete and was published on Saturday the 16th. Aruguete has a doctorate in Social Sciences, a master’s degree in Economic Sociology, a degree in Communication Sciences and researcher at Conicet. Her specialty is the analysis of media and social networks, a space of growing need due to what both platforms (media and networks) have in the field of Argentine politics.
It is not usual for this column to dedicate part of its space to praising PERFIL content, but I want to make an exception with this report (see complete section because the proximity of the elections forces us to disseminate the ideas and conclusions of those who fulfill the task of clarify concepts, give readers better weapons to understand the intricacies of the political framework and its relationship with communicators.
It is very interesting (and enriching) to observe how the media and journalists carry out their work in these times. By the way, I am referring to the media and journalists who have chosen to do their professional work by trying to stay out of partisan debates. Going through news portals, television channels open or not, radio programs, social networks, is an unhealthy journey these days: diatribes, insults, angry statements, a lack of arguments behind reckless statements, are common currency. It seems that the journalistic space has become part of the fight with spurious weapons, and this entails an additional risk for voters.
The so-called influencers, which networks have transformed into true communication phenomena, are not left out of the analysis. Argentine politicians also entered this game, although they do not manage to reap more than a minor part of the public’s responses. In fact, none of the Argentine politicians has reached a number of followers close to the millions that the fifty largest influencers with a strong local presence garner on Instagram, Tik Tok, Telegram, X (ex Twitter) and Facebook (the largest is Lionel Messi, with 365 million). None of the Argentine politicians exceeds 5 million followers on any of the networks. Due to the results of his growth as a central figure in current politics, Javier Milei should count in his favor something more than the meager 3 million that he adds between all networks. Just to draw a parallel between the far-right Argentine candidate and his external models, it is worth saying that Jair Bolsonaro exceeded 15 million followers (counting all network variants) at the height of his popularity, and that Donald Trump has 86 million after losing the presidency of the United States to Joe Biden. By the way, Milei’s strength in networks is not only in his accounts but in those of other influencers who share his ideas and give greater strength to his public figure. In the interview we recommend, Aruguete pointed out: “Due to ratings or concern, the media is obsessed with following Milei’s agenda. No matter what Milei says, all the media rally behind what he says, even to criticize him.”
The role that networks are playing in the development of democratic systems has led UNESCO to establish a global dialogue to provide guidelines to regulate digital platforms, fight against disinformation and hatred, and protect freedom of expression.
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