La colonización empresarial del discurso público político

Abstract

This article explores the process of hybridization experienced by thesocial advertising discourse of companies in recent decades. It reviews the ways through which businesses have appropriated the genre to discuss their work in the field of corporate social responsibility.Case studies were in Chile and Spain of the genealogical development of the enunciative forms that current corporate advertisingacquires. It then expands upon the new and imaginary roles thatthe companies display to initiate a growing penetration in the publicpolicy arena. The questions that guide this work are how companies discourse on values of social transformation positions itself and towhat degree do these discourses displace and condition the ways ofconstructing a sense of community.

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