Resumen

BRAMBILA, José Antonio. Comunicación en la guerra contra el narcotráfico: La estrategia publicitaria de la SEDENA (2007-2011). CONfines relacion. internaci. ciencia política [online]. 2014, vol.10, n.20, pp.9-33. ISSN 1870-3569.

This article analyzes the communication strategy established by the Ministry of Defense (SEDENA) as part of its tasks in the ongoing drugs war launched by president Calderon´s administration. This article describes how, with the increased public exposure of its activities, the Ministry of Defense also increased its budget for social communication and advertisement. The study also shows that the Ministry of Defense established a narrative in which it emphasized its efforts to safeguard the security and integrity of citizens. To achieve this, the Ministry of Defense used mainly advertising campaigns. The paper shows that the advertising investment benefited media concentration, because only one company received more resources than all the others media together. The paper also shows that the results of the adverstising campaign, especially the so called "La Gran Fuerza de México" in 2011, was not clear and consisted during time.

Palabras llave : Advertising; government communication; military communication; drug war.