Public Relations in Chile: Searching for Identity Amid Imported Models

Authored by: Maria Aparecida Ferrari

The Global Public Relations Handbook

Print publication date:  January  2009
Online publication date:  January  2009

Print ISBN: 9780415995139
eBook ISBN: 9780203889374
Adobe ISBN: 9781135845551

10.4324/9780203889374.ch35

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Abstract

Seventeen years of military rule had a severe impact on the culture and behavior of the Chilean people. Under the military regime, few were willing to participate in public issues, because they were afraid of reprisals rather than because of lack of interest or creative ideas. Today’s Chilean society is more concerned with daily problems and difficulties and appears indifferent to political and social issues. The legacy of the military has resulted in a striking lack of solidarity among Chileans, who appear to have become more individualistic and self-centered. Paradoxically, the social, economic, and cultural legacy created by the military, which was subsequently adopted by the new democratic regime, attempted to sell Chile as a jaguar or as a winner. As a result, the Chilean cultural and communication system has been based on a mystified concept of reality which is a mix of nationalism, leadership, competitiveness, success, and innovation.

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