La comunicación del Seguro Popular de Salud: un análisis de mensajes publicitarios, 2011-2012

Abstract

This paper presents some results from a qualitative analysis of the contents of a selection Popular Health Insurance (Seguro Popular - SP from now on) publicity that was made and broadcasted during the government of Felipe Calderón (2006-2012). The starting point is that this publicity could be understood as health communication strategies, because they communicate matters of health and its reason to have been made was the people, that is, they have institutional legitimacy. The analysis was focused on reviewing, from a critical point of view, how were "health" and "health rights" understood in three advertisements that were broadcasted by the main communication media (TV and radio) as a part of the SP affiliation campaigns of 2011 and 2012. This research states that the publicity of SP is not interested in promoting health, because they do not seek to educate and encourage social participation in health matters, on the contrary, they hide important information from their beneficiaries, like the limited coverage of SP, besides they do not recognize the right to health nor emphasise the fact that it is the Government who should guarantee it. It also favours the representation of health access services like State assistance - a sort of public welfare- emphasising that the poorest will finally be able to solve their health problems using immeasurably emotional resources. This analysis let us build problems and questionings about the social implications of this communications, the media representation of the State and different studies on communication and health.