A doctoral thesis examines the role of Mexican official advertising to legitimize the fight against drug trafficking



[Valencià](/upo/rest/publicacion/idioma/ca?urlRedirect=https://www.uji.es/com/noticies/2016/05/2q/tesis-mexic/&url=/com/noticies/2016/05/2q/tesis-mexic/&urlRedirect=https://www.uji.es/com/noticies/2016/05/2q/tesis-mexic/ "Cambiar idioma a català")
[Español](/upo/rest/publicacion/idioma/es?urlRedirect=https://www.uji.es/com/noticies/2016/05/2q/tesis-mexic/&url=/com/noticies/2016/05/2q/tesis-mexic/&urlRedirect=https://www.uji.es/com/noticies/2016/05/2q/tesis-mexic/ "Cambiar idioma a español")
[English](#0)

Mobile menu

* [Profile](#0)
  + [Future students](/perfils/futurs/)
  + [UJI students](/perfils/estudiantat/uji/)
  + [PDI-PI](/perfils/pdipas/base/pdi/)
  + [PTGAS](/perfils/pdipas/base/pas/)
  + [AlumniSAUJI](/serveis/alumnisauji/)
  + [Companies and institutions](/perfils/empresa/)
* [Tools](#0)
  + [Virtual Classroom](https://aulavirtual.uji.es/)
  + [CAU](https://cau.uji.es/)
  + [Directory](//www.uji.es/institucional/contacta/)
  + [Gmail](http://gmail.uji.es/)
  + [Intranet (IGLU)](//www.uji.es/upo/rest/iglu/)
  + [Virtual Office](/seu/)
  + [Academic information (SIA)](http://sia.uji.es/)
  + [Others](//www.uji.es/serveis/scp/eines/)
* [Valencià](/upo/rest/publicacion/idioma/ca?urlRedirect=https://www.uji.es/com/noticies/2016/05/2q/tesis-mexic/&url=/com/noticies/2016/05/2q/tesis-mexic/&urlRedirect=https://www.uji.es/com/noticies/2016/05/2q/tesis-mexic/ "Cambiar idioma a català")
  [Español](/upo/rest/publicacion/idioma/es?urlRedirect=https://www.uji.es/com/noticies/2016/05/2q/tesis-mexic/&url=/com/noticies/2016/05/2q/tesis-mexic/&urlRedirect=https://www.uji.es/com/noticies/2016/05/2q/tesis-mexic/ "Cambiar idioma a español")
  [English](#0)

[# Universitat Jaume I](/)

* [# Universitat Jaume I](/)
* [Profile](#0)
  + [Future students](/perfils/futurs/)
  + [UJI students](/perfils/estudiantat/uji/)
  + [PDI-PI](/perfils/pdipas/base/pdi/)
  + [PTGAS](/perfils/pdipas/base/pas/)
  + [AlumniSAUJI](/serveis/alumnisauji/)
  + [Companies and institutions](/perfils/empresa/)
* [Tools](#0)
  + [Virtual Classroom](https://aulavirtual.uji.es/)
  + [CAU](https://cau.uji.es/)
  + [Directory](//www.uji.es/institucional/contacta/)
  + [Gmail](http://gmail.uji.es/)
  + [Intranet (IGLU)](//www.uji.es/upo/rest/iglu/)
  + [Virtual Office](/seu/)
  + [Academic information (SIA)](http://sia.uji.es/)
  + [Others](//www.uji.es/serveis/scp/eines/)
* [Studies](/mapa/estudis/)
  + [Studies](/mapa/estudis/)
  + [Bachelor’s degrees](/estudis/)
  + [University master’s degrees](/estudis/?p_estudio=m)
  + [Doctoral studies](/estudis/oferta/doctorat/)
  + [Lifelong learning](/estudis/base/formacio-permanent/)
* [Research and innovation](/investigacio/)
  + [Research and innovation](/investigacio/)
  + [Research portal](/investigacio/)
  + [Innovation](/innovacio/)
  + [Doctoral studies](/centres/escola-doctorat/)
  + [HRS4R](/investigacio/hrs4r/)
* [International](/internacional/)
  + [International](/internacional/)
  + [International Students](/internacional/base/estudiantat/estudiantado-internacional/)
  + [Exchange Programmes](/serveis/ori/base/programes-intercanvi/)
  + [Study Abroad](/internacional/base/study-abroad/)
* [UJI](/mapa/uji/)
  + [UJI](/mapa/uji/)
  + [Get to know the UJI](/mapa/uji/coneix-uji/)
  + [Structure and organisation](/institucional/estructura/)
  + [Strategy and quality](/institucional/estrategia/)
  + [Transparency](/transparencia/)
  + [Public integrity](/transparencia/liniaetica/)
  + [News](/actualitat/)
  + [Contact the UJI](/institucional/contacta/)
* [University life](/mapa/vida-universitaria/)
  + [University life](/mapa/serveis/)
  + [Library](/serveis/cd/)
  + [Campus](/mapa/uji/coneix-uji/campus/)
  + [Culture](/cultura/)
  + [Sports](/esports/)
  + [InfoCampus](/serveis/infocampus/)

[UJI](/)
[News](/com/sumari/noticies/)

## A doctoral thesis examines the role of Mexican official advertising to legitimize the fight against drug trafficking

25/05/2016 |
SCP

Compartir

Compartir

×

Linkedin

BlueSky

Facebook

Mastodon

Whatsapp

Gmail

Imprimir

* [![ tesis-mexic TesiMexic](/com/noticies/2016/05/2q/tesis-mexic/TesiMexic.JPG)](#)

The thesis presented at the Universitat Jaume I by Hermes Ulises Prieto Mora on the narrative given to the conflict over drug trafficking in Mexico during the administration of the president Felipe Calderón through the Mexican institutional advertising has shown how, beyond being used as a communication tool for social promotion and conflict transformation, government's advertising was used to legitimize the armed strategy to combat drug trafficking in this country.  
  
Through a qualitative analysis of 127 pieces of advertising, the research indicates that advertising broadcast a skewed picture of the conflict due to drug trafficking. The armed forces are presented as redemptive, suspected criminals as enemies and traitors to the country and civil society as a non-empowered subject that needs shelter and protection by the Federal Government. Besides, it presents the armed struggle as the only valid strategy to address the phenomenon of drug trafficking. Meanwhile, peace or peace culture are promoted menial and circumstantially in the advertising account.  
  
The author of the thesis points out that Mexico is immersed in a spiral of violence since December 2006, when the president Felipe Calderón decided to use the armed forces on a large scale to confront organized crime. This strategy that has generated more than 100,000 homicides in the last decade and tens of thousands missing. Prieto is convinced of the urgent need to reverse this situation, and states that "a challenge of such importance as the international drug trade requires interdisciplinary approaches". Therefore, he proposes in his research that the Mexican government's advertising should be used to promote a culture of peace that could help transform the conflict in Mexico through citizens' empowerment.  
  
The thesis *La promoción de culturas de paz en la publicidad oficial: el caso del Gobierno Federal Mexicano (2006-2012) en el marco del conflicto por el narcotráfico* was defended last 6 May, and it obtained the qualification of *cum laude*. The work has been directed by Drs Eloísa Nos Aldás and María José Gámez Fuentes, lecturers from the Department of Communication at the UJI.

Information provided by:
[Communication and Publications Service](/serveis/scp/)

News

[Agenda](/com/sumari/agenda/)
[Government meeting agenda](/transparencia/uji/organs/collegiats/agenda/)
[News](/com/sumari/noticies/)
[Photo news](/com/fotonoticies/actual/)
[Government bodies news](/com/acords/)
[Vox UJI](/com/voxuji/)
[Vox UJI Ràdio](http://www.radio.uji.es/)
[Video server](http://www.svideo.uji.es)
[CienciaUJI](/com/investigacio/cienciauji/)
[Ciència UJI TV](/com/investigacio/arxiu/ciencia-uji-tv/)



Useful links

[University card](http://www.carnet.uji.es/)

[Multimedia catalogue](http://jecom.uji.es/)

[University press](/serveis/scp/publ/)

[Web map](//www.uji.es/mapa/)

[Educational model](//www.uji.es/institucional/estrategia/modeleducatiu/)

[Language Observatory](/serveis/ol/)

[Open Knowledge Portal](/serveis/cd/bib/pco/)

[UJI shop](http://www.tenda.uji.es/)

[Security and privacy center](https://www.uji.es/organs/ouag/sg/docs/politiques/gen/)
|
[Website legal notice](https://www.uji.es/comu/avislegal/avislegalicondicions/)
|
[Accessibility policy](https://www.uji.es/serveis/ura/base/accessibilitat/)

Information and queries:
[UJI suggestion box](/comu/forms/bustia)

Universitat Jaume I CIF: Q-6250003-H Av. Vicent Sos Baynat, s/n 12071
Castellón de la Plana,
España

Tel.: +34 964 72 80 00