The Rhetoric of Soft Power (Lexington Studies in Political Communication) by Hayden Craig

Author:Hayden, Craig [Hayden, Craig]
Language: eng
Format: mobi, epub
Publisher: Lexington Books
Published: 2011-11-14T14:00:00+00:00

On the first anniversary of Telesur, President Chávez proposed to the 53 members of the African Union that they should join the Telesur network to improve integration between Latin America and Africa. It was symbolic of the meshing of his media and foreign policy aims. Telesur fits the pattern of Chávez using petrodollars to spread his message and influence beyond Venezuela.74

While Telesur may face competition in a contentious domestic and regional South American media market, it also functions as a platform for diplomatic announcements. During the official announcement of expanding Telesur’s signal to Ecuador, the logic of Telesur’s transformative potential was made clear. Maria Alisa Alvarez, Telesur’s director of distribution and marketing, and Jorge Schwartz, the president of Ecuadorian TV-Cable, issued a joint statement:

Telesur is a tool that contributes to the process of Latin American integration and consolidation . . . [T]oday is a demonstration that a mass communication project is possible and that the construction of . . . new communication is vital for the development of the peoples of the world.75

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