Advertising self-referential of Diario Gaucho: mise en scene of media product and the reader

The paper presents the results of an investigation into the construction of the Diario Gaucho (part of RBS Group) in the self-referential ads. To find a way to mise en scene the product of the media and the popular reader, we seek the basis of the concepts of articulation and communication contract. We believe that the text and the context of advertising in newspaper production space is shown as a self-reference of a place marked by certain cultural matrices. The newspaper is staged to a friend of the reader, in other words, having the elimination of the typical characteristics of a journalistic product. The reader has already conducted two perspectives: one that celebrates the warmth, joy and traditions, and another that refers to the position of subordination and helplessness experienced by the lower classes.