Abstract

NIEVES PORTAL, Liena María; SANCHEZ ORBEA, Griselda Norma  and  DIAZ MONSERRAT, Leslie. The Participatory Construction of the Media Agenda of Cuban Provincial Newspapers as a Strategy for Promoting Community Development. Estudios del Desarrollo Social [online]. 2022, vol.10, n.3  Epub Dec 01, 2022. ISSN 2308-0132.

The vertical values of the hegemonic models of mass communication and the political commitments determined by the condition of official organs of the PCC, define the productive routines of the Cuban provincial newspapers, an attitude uncritically reproduced by the broadcasters, who conceive the construction of the media agenda as an eminently political and professional responsibility. The involvement of the public in said activity is due to specific interests of the media, which excludes and/or restricts the endogenous potentialities and the real needs of the social actors to be assumed as objects, and not subjects, of mass communication. However, their participation in the communication activity would contribute significantly to community development. In this sense, as a general objective of this research article, it is proposed to systematize the theoretical foundations that support public participation in the media agenda of printed newspapers, for which the bibliographic-documentary method was chosen.

Keywords : participatory communication; community development; construction of the media agenda.

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