Estrategias mediáticas de las élites en la definición del modelo de propiedad rural en Colombia : un estudio desde la transformación editorial de la revista Semana (2007, 2016-2020)

Abstract

This research aims to analyze the media strategies of the elites in the definition of the rural property model in Colombia, taking as a case study the editorial transformation of Semana magazine, in the periods: 2007 and 2016 to 2020. For this, the organizational transformations that influence the editorial changes of the media were identified; actors, speeches and strategies that have restructured the elites to face the challenges of the rural property model agreed between the State and the FARC were established; and the role of the media as institutional actors that affect the legitimization of the model of concentration of rural property in Colombia was defined. The methodology of the mixed explanatory study was carried out from the use of two research techniques: indirect non-participant observation of the corpus and content analysis. Margaret Levi's analytic narrative model was taken as a method of analysis, which indicates that a case should be chosen, state what are the key actors, their objectives, preferences, and beliefs, and subsequently project a game theory model. The results show three findings: 1. The elites turn to Semana as a medium that can legitimize their narratives about rural property in the context of the post-agreement; 2. The magazine undergoes an editorial change driven by the interest of the elites in positioning their discourse in the face of the concentration of rural property and deactivating investigative journalism that had been carried out in 2007 with the demobilization of paramilitary groups; 3. The media are institutions that despite not operating in the state-political formality, have formal rules and structures that help guide key decisions in public debate.