Uso de la publicidad estatal en Panamá. Criterios presupuestarios ejecutados. Período 2009-2015.
DOI:
https://doi.org/10.37387/ipc.v6i1.78Keywords:
Official advertising, advertising investment, advertising techniques, governance, budgetAbstract
This research studies the social use that was given to the official publicity produced by the seven ministries of the Social Cabinet, during the 2009-2015 government period, and the economic resources that were available as advertising investment. It addresses official advertising from the facet that serves exclusively to meet the information needs of the population for its benefit, public services, public policies, programs, explain the rights and duties of citizens and understanding of changes in laws; Which is communication between the State and the citizen. It analyzes the topics covered, the predominant graphic elements, the service areas of the needs and interests of the citizens and the use of publicity techniques of psychological influence for social needs of a sample of 120 televised wedges captured from the official channels of YouTube of the Ministries, based on a report of the advertising investment of the ministries, monitored by Ibope Media. It constitutes a contribution for the discussion in Panama for the lack of a law that regulates the official publicity and the problem that has been evidenced that the same one is not being well directed to orient and benefit the citizen with interests of social use, but to give a positive image of government efforts to the detriment of governance.
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