Discurso propagandístico en la Revista Alma Máter durante la etapa de 1959 a 1969
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Piedra Bermúdez, Rosa María
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Universidad Central "Marta Abreu" de Las Villas
Resumen
El presente trabajo de diploma tiene como objetivo general, la caracterización del discurso propagandístico de la Revista Alma Máter en su etapa de 1959 a 1969. El estudio se suscribe al paradigma de investigación cualitativa, y ambiciona de ser una investigación comunicológica de tipo histórica, ya que contribuye a sistematizar sucesos en un periodo determinado en el tiempo, investigación que se sustenta en el método bibliográfico- documental. Como técnica de recogida de información se utilizaron el análisis de documentos y la entrevista abierta o en profundidad. Los datos se procesaron mediante el análisis de contenido y la triangulación de la información. Los resultados emergidos señalan que este discurso se caracterizó por el uso de un lenguaje claro, preciso que le representaba a cada lector el carácter Socialista de la Revolución. Las principales temáticas que se encontraban en esta publicación eran las relacionadas con los hechos históricos y los avances de la Revolución Técnica en la universidad. Este discurso se sustentaba en los elementos gráficos y en los elementos estéticos expresivos como la fotografía, la caricatura y las historietas, facilitando la comprensión total de los temas tratados y adentrándose en la mente de cada persona con estos recursos. Además se obtuvo que el discurso propagandístico de la Revista Alma Máter se dedicó en todo momento a apoyar a la Revolución y se convirtió en el arma de lucha combativa e intransigente de la FEU, caracterizándose por la unicidad que se logró mantener entre los elementos iconográficos, los elementos estéticos expresivos y las temáticas abordadas.
The general objective of the present diploma is to characterize the advertising speech of the Alma Máter magazine in its period between 1959 and 1969. The study is aimed at the parador of the qualitive research and it strives for turning into a communicological investigation of historical type, since it helps to systematitize current events in a given period of time. The support of such investigation is the bibliographical method- documentary. For gathering information we used the techniques of analysis of documents and open or in deep interviews. The dates were prosecuted by the analysis of the content and the triangle of the information. The emerged results point out that this speech was characterize by the usage of a clear and précised language which represented to each and every reader to socialist character of the revolution. The main themes which wen depicted in this publication were those linked to the historical events and the achievements of the technical revolution in the university. We also arrived to the conclusion that this advertising speech of the Alma Máter magazine was focussed, at all times, on supporting the revolution and it soon became the struggle weapon of the youth organization. The iconographical elements achieved likewise. The aesthetic and expressive elements and the dealt themes
The general objective of the present diploma is to characterize the advertising speech of the Alma Máter magazine in its period between 1959 and 1969. The study is aimed at the parador of the qualitive research and it strives for turning into a communicological investigation of historical type, since it helps to systematitize current events in a given period of time. The support of such investigation is the bibliographical method- documentary. For gathering information we used the techniques of analysis of documents and open or in deep interviews. The dates were prosecuted by the analysis of the content and the triangle of the information. The emerged results point out that this speech was characterize by the usage of a clear and précised language which represented to each and every reader to socialist character of the revolution. The main themes which wen depicted in this publication were those linked to the historical events and the achievements of the technical revolution in the university. We also arrived to the conclusion that this advertising speech of the Alma Máter magazine was focussed, at all times, on supporting the revolution and it soon became the struggle weapon of the youth organization. The iconographical elements achieved likewise. The aesthetic and expressive elements and the dealt themes