La mayoría de las personas, afirma Thompson, tratan de equilibrar las formas y responsabilidades socialmente avaladas que proceden de las experiencias mediáticas con las que surgen de los contextos prácticos cotidianos. La búsqueda de equilibrio, sugiere el autor, permite “poder vivir y justificarse a sí mismo” (Thompson, 1998:301). Y esa lectura quizás resulte interesante para disparar el análisis sobre una parte significativa del fenómeno de relaciones que los individuos tejen con el ambiente.
En la experiencia mediática de al menos la última década y media se evidencia un buen número de mensajes que alertan y consignan un vivir más cercano a lo ecológico, pero los actores no parecen seguir ese rumbo más exigente y menos cómodo. Tampoco los medios, por su parte, tienen líneas de acción regulares para ocuparse de la problemática. Las políticas de los medios y las políticas de los actores –en tanto orientaciones de sus prácticas, a decir de Mato (2001)- no cultivan esos valores ¿Resulta plausible entonces esperar algo de esas instancias mediáticas, esperar algo de los medios de difusión como co-constructores y promotores de percepciones y predisposiciones acordes a un vivir más armónico con el ambiente?
En investigaciones recientes centramos nuestro trabajo en algunos puntos sensibles a esta problemática. (1) A través del análisis de contenido de la prensa escrita regional (diario Puntal, provincia de Córdoba, Argentina) (2) y las “rutinas productivas” del medio, particularmente nos interesamos en conocer el tratamiento que a la temática ambiental se daba. Posteriormente enfocamos sobre la audiencia de lectores un estudio que procurabaanalizar cuál era su percepción sobre la problemática y qué relaciones podíamos establecer con los resultados anteriores (3)
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