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Communication policies during the war on drugs in Mexico

Communication policies during the war on drugs in Mexico. José Antonio Brambila Department of Journalism The University of Sheffield j abrambila-ramirez1@ sheffield.ac.uk @jabrambila Birkbeck , University of London, 3rd-4th April 2014. Research Questions.

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Communication policies during the war on drugs in Mexico

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  1. Communication policies during the war on drugs in Mexico José Antonio Brambila Department of Journalism The University of Sheffield jabrambila-ramirez1@sheffield.ac.uk @jabrambila Birkbeck, University of London, 3rd-4th April 2014

  2. ResearchQuestions • How did the Mexican government communicate the war on drugs to the citizens? • And what were the differences of the communication policies among the main governmental institutions?

  3. governmental institutions (security) Source: Zermeño (2012).

  4. Increased Public Exposure of Governmental Agencies Source: Reforma

  5. TheWaronDrugs: CommunicationIssues Three factors that shaped the communication strategies: Context of theOrganization Communication Goals Media Budget

  6. Context of the Organization SSP (NationalPolice): 2000-2012 New institution Policetasks (Confiscate, seize, arrest...). SEDENA (Ministry of Defense): 1937-2014 Old institution National Secutiry (Guanty Stability).

  7. Communication Goals SSP (NationalPolice): A new institution, with very sophisticated equipment, and which personnel performed security tasks, with high confidence among citizenry. SEDENA (Ministry of Defense): Organization responsible for ensuring national security, with patriotism and proximity to citizenship.

  8. Media Budget Source: For SSP seeIFAI, 0002200044812. For SEDENA see IFAI, 0000700094311.

  9. SSP – “El Equipo” (TheTeam) 30 % of all the communication budget of the organization. Arragment with Televisa Soap Opera: 15 chapters of 25 min each one. Prime Time: From 22:00 to 22:30 hours daily (Channel 2). From May 11th to 27th, 2011. Slogan: "They know that good overcomes evil”. Source: IFAI, 0002200072511

  10. SEDENA – “El Equipo” (TheTeam) Main Goal: “Technological infrastructure and (...) high equipment that have the cops (...) and the values ​​instilled by the institution, which complement their personal and professional development”.(IFAI, 0002200072511 ) Main institutional menssages(Content Analysis): • Seizures • Arrests (Four times) • Recruitment • Complaint

  11. SEDENA – TV ADS Annual budget of the Ministry of Defence in production and post-production of audiovisual content 2008-2011. Source: IFAI, 0000700094311.

  12. SEDENA – “La Gran Fuerza de México” 8% of all the communication budget of the organization. McCann-Erickson TV Spots (30 seconds) Target: “Urban and rural, men and women 0-65 years or more” Broadcast from 12th to 30th September, 2011. And from 1st to 30th November, 2011. Source: IFAI, 0000700042912.

  13. SEDENA – “La Gran Fuerza de México” Main Goal: "Positioning the actions of men and women of the Mexican Army and Air Force, with respect to human rights, with an indirect message that shows soldiers working for the safety of the population.” (IFAI, 0002200072511 ) Main institutional menssages(Content Analysis): 1. Loyalty 2. Patriotism 3. Discipline 4. Proximity to citizenship

  14. TheWaronDrugs: CommunicationIssues Three factors that shaped the communication strategies: Context of theOrganization Communication Goals Media Budget

  15. Conclusions National Police (SSP) Highlighted the successes of this administration in the number of arrests, seizures, as well as in research and technology. Ministry of Defense (SEDENA) Highlighted its efforts to safeguard the security and integrity of citizens.

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