{"id":178220,"date":"2026-08-09T21:27:53","date_gmt":"2026-08-10T03:27:53","guid":{"rendered":"https:\/\/lospoliticosveracruz.com\/?p=178220"},"modified":"2026-08-09T22:10:33","modified_gmt":"2026-08-10T04:10:33","slug":"mexico-contrata-y-controla-con-contrata-y-controla-publicidad-oficial","status":"publish","type":"post","link":"https:\/\/lospoliticosveracruz.com\/?p=178220","title":{"rendered":"M\u00c9XICO CONTRATA Y CONTROLA CON \u00abPUBLICIDAD OFICIAL\u00bb"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"alignleft size-full is-resized\"><a href=\"https:\/\/lospoliticosveracruz.com\/wp-content\/uploads\/2026\/05\/IMG_1092.png\"><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"600\" src=\"https:\/\/lospoliticosveracruz.com\/wp-content\/uploads\/2026\/05\/IMG_1092.png\" alt=\"\" class=\"wp-image-172799\" style=\"width:375px;height:auto\" srcset=\"https:\/\/lospoliticosveracruz.com\/wp-content\/uploads\/2026\/05\/IMG_1092.png 640w, https:\/\/lospoliticosveracruz.com\/wp-content\/uploads\/2026\/05\/IMG_1092-300x281.png 300w, https:\/\/lospoliticosveracruz.com\/wp-content\/uploads\/2026\/05\/IMG_1092-448x420.png 448w, https:\/\/lospoliticosveracruz.com\/wp-content\/uploads\/2026\/05\/IMG_1092-150x141.png 150w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/a><\/figure>\n<\/div>\n\n\n<p><strong>Jorge Ram\u00f3n Rizzo*<\/strong><\/p>\n\n\n\n<p><em>Focus Group&nbsp;<\/em><\/p>\n\n\n\n<p>El gobierno de Estados Unidos gasta anualmente alrededor de 1.8 mil millones de d\u00f3lares (m\u00e1s de 32 mil millones de pesos mexicanos) en contratos de publicidad oficial. En contraste, el gobierno federal de M\u00e9xico destin\u00f3 el a\u00f1o anterior cerca de 3,795 millones de pesos (apenas unos 210 millones de d\u00f3lares) para comunicaci\u00f3n social y publicidad oficial. Aunque en t\u00e9rminos absolutos el gasto estadounidense es significativamente mayor, las diferencias fundamentales radican en la finalidad operativa, la estructura de asignaci\u00f3n y el contexto institucional de cada pa\u00eds.<\/p>\n\n\n\n<p>En Estados Unidos, la mayor parte del presupuesto publicitario federal se concentra en campa\u00f1as institucionales, reclutamiento militar, liderado por el Departamento de Defensa y avisos de salud p\u00fablica o respuesta a emergencias, como agencias del HHS y FEMA. Los contratos se asignan mediante licitaciones y compras de medios orientadas a audiencias espec\u00edficas para programas gubernamentales de utilidad directa.<\/p>\n\n\n\n<p>Mientras que en M\u00e9xico, el gasto en comunicaci\u00f3n social y publicidad oficial se enfoca en la difusi\u00f3n de logros de gobierno y campa\u00f1as institucionales, pero hist\u00f3ricamente ha estado marcado por el debate sobre la discrecionalidad. Incluso organizaciones civiles como \u00abArt\u00edculo 19\u00bb han documentado que una proporci\u00f3n importante de los recursos federales se concentra en unos cuantos consorcios de medios de comunicaci\u00f3n masiva leales al gobierno.<\/p>\n\n\n\n<p>En Estados Unidos, los gastos de agencias se registran a trav\u00e9s del sistema de adquisiciones federales, aunque enfrentan retos de definici\u00f3n centralizada sobre qu\u00e9 cuenta estrictamente como publicidad. En M\u00e9xico, a pesar de reducciones en el gasto federal durante a\u00f1os recientes en comparaci\u00f3n con administraciones pasadas, persiste el reto de la planeaci\u00f3n y el ejercicio concentrado de recursos hacia el cierre del a\u00f1o fiscal.<\/p>\n\n\n\n<p>Dado el tama\u00f1o del producto interno bruto y el presupuesto operativo del Estado estadounidense, su aparato de relaciones p\u00fablicas y difusi\u00f3n maneja una escala financiera global muy superior, mientras que el debate p\u00fablico en M\u00e9xico sobre la publicidad oficial gira en torno al pluralismo medi\u00e1tico y la equidad en la asignaci\u00f3n de recursos a la prensa.<\/p>\n\n\n\n<p>Es un hecho que las econom\u00edas m\u00e1s grandes del planeta, encabezadas por Estados Unidos, siempre liderar\u00e1n los rankings debido a las gigantescas dimensiones de sus presupuestos operativos generales. Pero, al comparar el gasto en publicidad oficial entre naciones, los analistas que consult\u00f3 Focus Group identifican dos metodolog\u00edas que cambian dr\u00e1sticamente los resultados.<\/p>\n\n\n\n<p>La primera es por volumen absoluto, como sucede con Estados Unidos, Canad\u00e1 o Australia; mientras que la segunda no debe enorgullecernos, ya que se trata de una metodolog\u00eda que privilegia control pol\u00edtico y opacidad.&nbsp;<\/p>\n\n\n\n<p>Sobre esa segunda apreciaci\u00f3n de los expertos consultados, sobresaltan regiones como Am\u00e9rica Latina o el sur de Asia, donde los montos totales son menores en d\u00f3lares, pero el gasto representa un impacto pol\u00edtico mucho mayor. En estos contextos, los recursos suelen asignarse de manera discrecional a medios espec\u00edficos para moldear las l\u00edneas editoriales, convirtiendo a los gobiernos en los principales sostenedores financieros de una prensa local &#8216;a modo&#8217;.<\/p>\n\n\n\n<p>Existe una vinculaci\u00f3n estrecha y estructural entre el contraste de los presupuestos publicitarios y el debate en M\u00e9xico sobre los lineamientos para el derecho de las audiencias y la regulaci\u00f3n de medios, que hoy est\u00e1 en la agenda p\u00fablica.<\/p>\n\n\n\n<p>Mientras que en democracias como la estadounidense el gasto en publicidad oficial se mide bajo un enfoque de adquisiciones comerciales estandarizadas, en M\u00e9xico el uso del presupuesto p\u00fablico ha operado hist\u00f3ricamente como una herramienta de \u00abcensura sutil\u00bb o control pol\u00edtico indirecto.<\/p>\n\n\n\n<p>El debate actual conecta ambos escenarios a trav\u00e9s de tres puntos cr\u00edticos: Primero, el uso del presupuesto como premio o castigo: segundo, la ambig\u00fcedad en los nuevos lineamientos de telecomunicaciones; y tercero, la difusa frontera entre opini\u00f3n, informaci\u00f3n y propaganda. Hay que definir estos aspectos en el corto plazo, pues existe el riesgo de vivir una elecci\u00f3n en 2027 bajo reglas nunca antes vistas en nuestro pa\u00eds.<\/p>\n\n\n\n<p>El mundo entr\u00f3 a din\u00e1micas de contratar publicidad para verdaderas campa\u00f1as profesionales sin influir en las l\u00edneas editoriales de noticiarios, peri\u00f3dicos, revistas, portales digitales y redes sociales. Y en M\u00e9xico se debate si las regulaciones de contenido y los recursos econ\u00f3micos del erario se est\u00e1n consolidando como mecanismos normativos para centralizar la narrativa p\u00fablica, limitando la pluralidad y coartando la libertad de prensa de manera indirecta.<\/p>\n\n\n\n<p>*Periodista\/Tlaxcala<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jorge Ram\u00f3n Rizzo* Focus Group&nbsp; El gobierno de Estados Unidos gasta anualmente alrededor de 1.8 mil millones de d\u00f3lares (m\u00e1s de 32 mil millones de pesos mexicanos) en contratos de publicidad oficial. En contraste, el gobierno federal de M\u00e9xico destin\u00f3 el a\u00f1o anterior cerca de 3,795 millones de pesos (apenas unos 210 millones de d\u00f3lares) [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":174802,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[70],"tags":[42940,60712,1026],"class_list":{"0":"post-178220","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-de-opinion","8":"tag-claudia-sheimbaun-pardo","9":"tag-jorge-ramon-rizzo-focus-group","10":"tag-morena"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>M\u00c9XICO CONTRATA Y CONTROLA CON &quot;PUBLICIDAD OFICIAL&quot; - Los pol\u00edticos Veracruz<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lospoliticosveracruz.com\/?p=178220\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"M\u00c9XICO CONTRATA Y CONTROLA CON &quot;PUBLICIDAD OFICIAL&quot; - Los pol\u00edticos Veracruz\" \/>\n<meta property=\"og:description\" content=\"Jorge Ram\u00f3n Rizzo* Focus Group&nbsp; El gobierno de Estados Unidos gasta anualmente alrededor de 1.8 mil millones de d\u00f3lares (m\u00e1s de 32 mil millones de pesos mexicanos) en contratos de publicidad oficial. 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