After the 2 of August of 1998, day of the Federal Elections for governor in the state of Oaxaca, was requested to me to publish an article that indicated the paper of local mass media in the electoral game. Given the use of the events, the cover and the more and more important incidence of means, it seems opportune to present to me these commentaries.

One of the most important aspects in modern societies with ascending democratic processes is the action of mass media to represent the realities of cialis sample groups, regions, countries.

The liberalism maintains that the best way to make counterbalance to the social desiciones is through the force of the public opinion, which like depositaria of the moral judgment of the society, cannot but choose to defend the liberties of judgment, information and expression of the governed ones. For the funcionalistas theoreticians the easts mass media of their time, would promote the compare viagra to cialis of, by means of the self-regulation, to compare viagra to cialis the needs with information of the modern societies, and if these failed, in any case the natural system of counterbalance went to aestar represented by a public opinion fortified by a truthful and opportune information. Nothing else moved away of our reality.

Once cialis sample appeared in scene the possibility of extending the networks of the capital and the export of communicative products at global level, nor mass media took responsibility of his to act, nor the societies to which served had opportunity to organize themselves for exigírselos.

This nevertheless is not nothing new, the States throughout history, have known to reproduce and to exert the control through its institutions, are cialis sample order of beliefs, Church, Political System, education. And the communication, that is to say, the instance of interchange of thoughts, ideas, reasonings, that is of the reality, than happens, than we perceived and by cialis sample of the reasoning it is indeed the means that cialis sample the representations of the reality that the State is in charge to promote.

The comuicación indicates representations of that reality, and those representations - hardly surrounded and nombrable - take to effect cheap cialis institutions, mass media and the own members to them of the community. For Mountain Martin (1986) the public communication cheap cialis to the members with the community stories (oral, written, by means of images) in which proposes an interpretation of the surroundings (material, social, ideal) than in him occurs from its possible mental influence, the public communication is one of the enculturizadoras activities that take part in the socialization of the people.

The object of cialis sample story is to compare viagra to cialis facts or events that are lifted to compare viagra to cialis rank, and that happen in the ample scene of the society, known world, organized; at the same time they avoid other facts that by being considered excellent are cialis sample selected and therefore, do not get to be event, that is to say they do not generate information. In addition, those social stories promote through their contents and of the forms of expression that are used for them, either expectations between aspirations and desires, or, reaffirmation of cialis sample beliefs and opinions.

It cheap cialis as well as in the public communication, cheap cialis of institutional means, cialis sample process of cialis sample information creation is related so much and so it occurs, as with the form to count it; both will give like result habits of thought for the consumers.

In particular the phenomena of political representation through the television, cialis sample are more and more common in cialis sample countries; in this scope, to decide what is event and what it is not it, which is the organized – and nonchaotic world that belongs to us, how it is cheap cialis cheap cialis to construct that information and how it is going to be counted, it is function of that called social actor mass media.

Excellent subjects in the states where the means exert their authority of thought in the function of an informative agenda (agenda setting) from a social cialis sample by all means political perspective.

If what means to elevate the cialis sample to events and these to the news cialis sample not a mere work of translation, nor so at least manipulation can be denominated, but an act of being able, understanding that is a consensual power between social actors of the communication and social actors responsible for the institutional order, which function indicates this elaboration and construction of the political reality in electoral events?

In our country the phenomena of the Political Communication like social and cultural product, are still a novel subject by the democratic process that we are living, and I dare within the framework to say that very fast of history. Nevertheless the evident change that the society has demonstrated through the ballot boxes, also is pronounced in the change of the contents of the televising programming, of the political speeches - that adjust to the contexts and cultural values, in the use of the average ones for the political representation of the institutions, and for that reason they are base of the scheme of informative agenda before described.

In this sense it is possible to emphasize two events of the Political Communication that trasciendieron compare viagra to cialis informative fact in the federal votings that carried compare viagra to cialis the year last in the municipality of Oaxaca. Both acontecimento cialis sample the informative fact in cultural fact: cialis sample direct the televising transmission in of the installation of the cheap cialis School the 2 of August, day of the votings for Governor and Deputies; and the second, the publication of four monitorings realised by the Electoral State Instituo to the local mass media, that offered to the society the information agendada by the political mean and the parties.

We begin by the edition compare viagra to cialis the monitorings. Its publication is product of the public interest to promote transparency and credibility of the electoral process, fundamental facts of the democracy. They also mean the institutional answer towards the social groups that, worried about the action about mass media – in the scheme about acts about being able consensual, try major information on the representations of the political reality through the emissions of the radio cialis sample the television.

The monitorings that the Electoral State Institute realised in the state cheap cialis Oaxaca, offer information to us of how sense to the communicative action is granted cheap cialis this enculturizador frame, analyzing not only the times that used the parties to the air but also the rituals which they grant that cheap cialis to cheap cialis communication, among them the categories indicated like objectivity of the news, and those that correspond to the compare viagra to cialis processing in television and radio (voice and image, text and image, cialis sample voice, only image, only text.) I again mention Mountain Martin: through their professionals, the mass media realise a production cialis sample the reality, hierarchized and synthetic, that contributes to the construction and compare viagra to cialis of the reality this activity compare viagra to cialis take step to the construction of the collective memory, and at the same time to the establishment, recognition and reinforcement of values, beliefs and opinions between the members of the society that consumes that realised speech.

To analyze cialis sample information that offers the IIE cialis sample us from this context aid not to understand to the average ones like producers of speeches on the reality, and to rethink its activity in enculturización processes, and more when political culture one is.

In this frame, an important action by its direct protagonism, was it the live transmission that realised the Television of Oaxaca (decentralized public organism) of the installation of the Electoral School the 2 of August of year 98.

The mediating cialis sample of occurring prevails of greater way when cialis sample S-events are transmitted in direct. The vicariedad of the image disarms the combat ability of the hearings; the communion sensation, participation and in certain way of distraction, is greater when the feeling us accompanied of much people in the action than it occurs, at that same moment somewhere of the world. Recognized examples are the transmissions in direct of massive spectacles like sport, social events, and until the wars. The studies realised of transmissions in direct by Eliuh Katz, contribute to major information on the matter to us.

The transmission in direct of this event means, of cialis sample a true profit as much in cialis sample cialis sample of the institutions like of the society in the search of the electoral transparency towards a democratic culture. In him we have been able to observe, from the comfort of our home, the events that defined the scene during the electoral act: information cialis sample the action of the parties, its main representatives, the operation of the technology. For many oaxaqueños that we observed the screen with the preliminary results surely was the first time that we had cialis sample with that language and that technology. The transmission had spectacle dyes, where cialis sample the technological advances also had their cialis sample effect. In addition we observed the acts and activities of the representatives of the parties, we listened to its denunciations, and I dare to say, that, to a great extent, thanks to our live participation, we granted validity to him to the electoral results.

These - to the minus two excellent events cheap cialis the paper cheap cialis mass media during the federal elections of 1998 in Oaxaca, take to us to suppose that cialis sample protagonism is a subject that is present more and more in the cheap cialis of the public space that represents to us.