The Ethnic Dilemma: Mass Communication and Native People in Colombia

Abstract

The logic of hegemonic domination that was established in Colombia and in Latin America after the Conquest is based on a scheme of elitist power. Using the perspective of the Italian sociologist Vilfredo Pareto, we can classify these elites in lions or foxes. In the first case, they use the force and the violence (the Macht of Weber) to impose their sovereignty; in the second case, they use persuasion and the masquerade (the Herrschaft)—the propaganda. This power is based on a more stable legitimacy and is able to transform itself in a matrix-effect reality. This form of social control has allowed the Colombian (and Latin American) élites the uncontrolled starvation of the natural resources found in these territories, under the influence of a wild capitalism which is strictly linked to the mass media community of the continent. This paper will expose the panorama of community media with an ethnic perspective in Colombia that hopefully works as process to facilitate the building of social links based on dialogue, reconciliation, respect, and participation, acting as watchdog of economic and political power, reporting the injustice and looking for peace solution in the region.