Communicating another type of consumption. Singularities of Social and Solidarity Economy (SSE) communication in Buenos Aires and its tensions with advertising
Abstract
Communication constitutes a key function of Social and Solidarity Economy (SSE) organizations to make their ideas and practices visible, dispute meanings and values, establish links with citizens, and also to promote another consumption model. This article investigates the characterization of this communication and its approaches and differences with advertising, identifies the positions of its protagonists and poses challenges for the communicational construction of the consumption proposal within the framework of the SSE. The text arises from an investigation from a qualitative perspective based on the contrast of perspectives of people linked in different ways with this object of study in the Autonomous City of Buenos Aires (CABA), Argentina, and expanded with a diversity of secondary sources of information.
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