Abstract:

The present paper is inscribed in the frame of an extensive quali-quantitative research (since November, 1995) carried out by the team “Marketing Entrepreneur” about the daily morning paper “Pagina 12”, founded on May 26 1987. One of the initial aims was to evaluate the positioning and image of Pagina 12 among its followers, its deserters and its potential readers. The first study consisted in two parts: a semiologic investigation which compared three daily papers of Buenos Aires Argentina (Pagina 12 La Nacion and Clarm) and the work of operative inquiry groups coordinated by sociologists, semiologists and psychologists. From the integration of these two modes of work appears that in the imaginary of the explored segments the newspapers occupied the following spaces.