Dinámicas publicitarias en Argentina: una aproximación al caso de la Revista de la Asociación Médica Argentina (1914-1938)
Archivos
Fecha
2016-04
Autores
Título de la revista
ISSN de la revista
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Editor
Universidad Nacional de Rosario. Facultad de Humanidades y Artes. Escuela de Historia.
Resumen
Descripción
Indagamos en las dinámicas del ofrecimiento de medicamentos y aparatología terapéutica en la revista publicada por la Asociación Médica Argentina entre 1914 y 1938, periodo delimitado por el estallido de la Gran Guerra y la culminación del período de entreguerra, respectivamente. Dichas dinámicas serán observadas a partir de la puesta en perspectiva de procesos político-económicos vinculados a las constantes mutaciones del concierto internacional, como el desarrollo industrial nacional en general, la puesta en marcha de la industria farmacéutica argentina, etc. En el plano local, atendemos a variables ligadas al potencial público consumidor de la publicación -los médicos- rescatando el proceso de profesionalización en el cual se hallaban inmersos y sus distintos estadios de consolidación como cuerpo profesional. Convergentemente, incluimos una aproximación a la trayectoria editorial de la revista en la cual se hallan insertas las publicidades, elemento insoslayable que también marcaría un derrotero particular del mercado bajo estudio. Partimos de considerar que ese mercado deviene en una muestra que permite observar cómo los fenómenos locales, nacionales e internacionales referidos anteriormente se entraman de forma compleja y variante. Anclado en un abordaje de carácter cualitativo, nuestro aporte se define por rescatar y profundizar el valor heurístico y hermenéutico de las publicidades.
We inquire about the dynamics of the medicine and therapeutic equipment offer published in the journal of the Asociación Médica Argentina, between the years of 1914 and 1938, being this period framed by the Big War and the end of the interwar period. These dynamics will be observed focusing in the point of view of political and economical processes, linked to the constant mutations of the international scene, like the national industrial development in general, the start up of the Argentinian pharmaceutical industry, and so on. In the local scene, we heed to the variables linked to the potential consumers of the publications - the practitioners- rescuing the professionalization process in which they were immerse and its different stages of the consolidation as a medical profession. We will include, as well, an approximation to the journal´s editorial path, in which the advertisements are inserted, which is an unavoidable element that will indicate a particular track of the market that we are analyzing. We state that these market becomes a sample that allows us to observe how the local phenomena, the national as well as the international that we mention before, are tangled in a complex and changing way. From the qualitative character, our contribution it aims to rescue and to fathom the heuristic and hermeneutic value of the advertisements.
We inquire about the dynamics of the medicine and therapeutic equipment offer published in the journal of the Asociación Médica Argentina, between the years of 1914 and 1938, being this period framed by the Big War and the end of the interwar period. These dynamics will be observed focusing in the point of view of political and economical processes, linked to the constant mutations of the international scene, like the national industrial development in general, the start up of the Argentinian pharmaceutical industry, and so on. In the local scene, we heed to the variables linked to the potential consumers of the publications - the practitioners- rescuing the professionalization process in which they were immerse and its different stages of the consolidation as a medical profession. We will include, as well, an approximation to the journal´s editorial path, in which the advertisements are inserted, which is an unavoidable element that will indicate a particular track of the market that we are analyzing. We state that these market becomes a sample that allows us to observe how the local phenomena, the national as well as the international that we mention before, are tangled in a complex and changing way. From the qualitative character, our contribution it aims to rescue and to fathom the heuristic and hermeneutic value of the advertisements.
Palabras clave
Publicidades, Medicamentos, Aparatología terapéutica, Asociación Médica Argentina, Advertisements, Medicine, Therapeutic equipment