Article
English
ID: <
oai:doaj.org/article:433777eeb00c4ba7b7cb8c7e81a59941>
·
DOI: <
10.26619/1647-7251.9.1.2>
Abstract
Given the recognition of the media as international actors, this article discusses the role they play in the ideological production process in contemporary democracies. The interlinkage between the global media industry and market design appears to be the structural link in this process, which determines the conditions under which ideas are reproduced and disseminated, and thus the construction of benchmarks that enable voice-consumer positioning to be defined. From the Downs theory, the conceptual relationship between social positioning and political positioning is taken up here, and it is proposed that a third variable, media positioning, be included in the downside analysis in order to clarify and update its postulates. Finally, the steps, processes and outputs involved in the ideological construction process are identified in three different market configurations. The conclusion is that there is a qualitative shift in the action of the global media, which has evolved from informal actors in the democratic process to formal actors with the transition to the so-called fragmentation.