
Buenos Aires Mayor, Mauricio Macri, was one of the politicians to dine with Héctor Magnetto (Photo/GCBA)
Understanding Media in Argentine politics today – and arguably elsewhere – is less about Marshall McLuhan’s 1964 argument that the media were becoming a neutral, technology-based extension of Man that it is about the Media (capitalisation not neutral) becoming a part of politics. In Carl von Clausewitz’s paraphrased terms, an extension of politics by other means.
In Argentina for the last two years, everything that is political has been connected to the media. Political actors, from the government of Cristina Fernández de Kirchner down, are, in one way or another, defining themselves in relation to the country’s largest media conglomerate: Clarín.
The government says that Clarín/Clarín (two-word explanation further down) leads the opposition. The opposition is giving the government the stories to defend the statement. One of these arguments was the revelation that the mayor of Buenos Aires, the conservative Mauricio Macri, and four politicians in the faction of the ruling Peronist party that opposes the government gathered for dinner at the home of Héctor Magnetto, the CEO of Clarín. In an effort to save face after the news was leaked, one of the diners said that the leader of one non-Peronist opposition party, the Radical Ricardo Alfonsín, has also showed for dinner at Magnetto’s once or twice.
Understanding the media conflict in Argentina requires a quick look back at who were and who are the factual powers in a country in which political crisis has been the norm rather than the exception over the last century. Since the first coup d’état in 1930 all the way to the most brutal military regime of 1976-83, politics has not been the prime transformational force in Argentina. Other powers-that-be were, most notably the military in alliance with actors like the Church or the economic establishment represented here by the owners of the country’s main business asset: the land. Politics was only a subsidiary force, one that could be disposed of if it threatened the more traditional powers. Both Peronism (1946-55, 1973-86) as representative of a rising working class of domestic migrants and Radicalism earlier (1916-30) as representative of a rising urban middle class of foreign immigrants were brought to a brutal end by the de facto action of the conservative Argentina, one that would stubbornly refuse to lose any of its privileges.
There is no military today, at least not as a factual political force. Much has been written about the military winning the so-called “dirty war” of the 1970s on the battle ground but losing it on the symbolic terrain. But the fact that the military are marching back to trial more than 30 years after the end of the dictatorship’s atrocities is a show that they were merely the front-line pawns of somebody else’s game.
What does this have to do with a newspaper called Clarín? Clarín as the title of a newspaper carries Italics. But Clarín as a business group does not. The group goes in bold, as Clarín is an integrated media business that ranks among the top three in Latin America. The feud between the government and Clarín started when the Cristina Fernández de Kirchner administration sought to increase duties on the export of Argentina’s world leading farming produce, especially soy on its various forms.
The relationship between them has gone downhill fast since then. Once the war was declared, the government decided to go all the way and attack Clarín from every front available. Things came to a head at the government-sponsored approval by Congress of a reform to broadcast media legislation tailor-made to slash Clarín’s clout. Clarín and its ally – the agro-industry, in which the media group’s main shareholders have interests – call it an attack on press freedom.
The problem of that argument is that Clarín is not a press organization anymore – at least not only or mainly a press organization. The past, again, may shed light on the present. Clarín was founded in 1945 by Roberto Noble, a politician with a Socialism background in his youth who would then wholeheartedly embrace the pro-development ideas of the MID Desarrollista party of Rogelio Frigerio and former president Arturo Frondizi (1958-62). Upon Noble’s death in 1969, the paper begins a slow but steady move away from the party line to embark on a successful all-out race to become a business empire. Magnetto was the man behind that construction – the Pulitzer of the pampas.
The Kirchners believe – and many other politicians agree, be it openly or quietly – that Clarín has become too much of a factor of influence in Argentina’s power corridors. And that it is, paradoxically, a political power without a political project – its project being simply to grow as a business organization – or, under the current circumstances, to hold the ground already won. The Clarín CEO, unlike the Clarín founder, is not a politician and therefore needs some pawns. When it comes to playing somebody else’s game, the pawns need to be fed well. Bon appétit!


