La Feria… Publicidad oficial: las reglas de AMLO

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La Feria

Salvador Camarena 

Hace tiempo que el Estado mexicano carece de reglas claras y justas para la asignación de la pauta publicitaria de los gobiernos y otros organismos públicos.

En estos momentos vivimos en un limbo, creado luego de que el Congreso de Unión que despedimos en agosto pasado incurrió en una farsa, al hacer como que cumplía con un mandato de la Corte, que a su vez exhibió al Legislativo porque desde 2014 estaba en falta de su obligación de expedir una ley que regulara el gasto en publicidad oficial.

Ante la sentencia de la Suprema Corte de Justicia de la Nación, de fecha de noviembre de 2017, los integrantes de la pasada Legislatura entonaron a la perfección aquello de acátese pero no se cumpla: en la primavera pasada expidieron una nueva ley, sí, pero que dejaba intacta la discrecionalidad del gobierno para decidir a quién sí y a quién no le da publicidad. Y tras ello, la Comisión Nacional de los Derechos Humanos ha recurrido a la SCJN para que exija al Congreso que legisle de manera que sí se garantice el derecho a la información y a la libertad de expresión.

En paralelo a todo lo anterior, Andrés Manuel López Obrador ganó la elección de julio y con ello se abrió la posibilidad de que el gobierno que ha prometido un cambio de régimen fuera más allá de las vaguedades de la ley vigente y presentara a los mexicanos unos criterios claros sobre cómo ha de gastar ese presupuesto, que para este año de austeridad alcanza los 4 mil 200 millones de pesos.

Ayer el presidente de la República dio en la conferencia matutina un esbozo de cómo entiende su responsabilidad de generar condiciones para el ejercicio de la libertad de prensa y qué criterios aplicará para asignar el presupuesto publicitario.

Vale la pena la trascripción de lo que dijo el presidente este miércoles. Los subrayados son míos:

-Se termina la subvención, ya no va a haber el llamado ‘chayote’, se acaba el soborno a medios y a periodistas.

-Vamos a transparentar lo que tiene que ver con la publicidad del gobierno.

-Ese dinero se va a utilizar para la publicidad del gobierno y se va a transparentar para que todos sepan cómo se está distribuyendo ese recurso. Con qué criterios:

-Tiene que ver, desde luego, el alcance que tengan los medios.

-La independencia de los medios, que sean medios autónomos, independientes, no sólo del gobierno, sino también de grupos de intereses creados.

-Tendrá que ver con la dimensión social de los medios.

-Tendrá que ver, también, si son medios de empresas o de profesionales del periodismo.

En fin. Una serie de factores que se tendrán que tomar en consideración.

-Decirles que lo de la publicidad de gobierno no es un favor a los medios, es que los medios, sean públicos o sean privados, tienen una función social; son entidades de interés público, porque informan. Entonces, tenemos también nosotros, en el Estado, la obligación de apoyar que no se cierren los medios, ayudar.

Y una manera de hacerlo en todos lados, porque el presupuesto es público, es dinero de todos los ciudadanos, lo que está mal es la corrupción, emplear mal el presupuesto, el que se utilice de manera tendenciosa; que se dé el recurso de publicidad a quienes hablan bien del gobierno y no entregar apoyos a los opositores. Eso es lo que está mal.

Pero tiene que haber presupuesto para la difusión, la publicidad, que tiene el propósito de garantizar el derecho a la información y, además, de apoyar a los medios.

En un sistema democrático es fundamental que existan los medios de información y que existan los medios de información que sean necesarios, no limitar el número de medios de información recortando la posibilidad de que tengan recursos por publicidad. Eso es lo que nosotros estamos haciendo.*

De lo que dijo ayer AMLO es importante destacar que refrenda un compromiso de transparencia, su entendimiento del rol que juega la prensa en una democracia, y de lo importante de crear condiciones para que subsistan medios diversos.

Pero hay cosas menos claras: qué entender cuando el presidente dice que para asignar ese presupuesto se tendrá en cuenta la independencia de un medio de “grupos de intereses creados”, o cómo va a medir el gobierno la “dimensión social” de un medio, o quién va a definir si un medio es de “profesionales” o de “de empresas”. Va a estar medio canijo.

Pero sin duda las reglas esbozadas por AMLO son un excelente punto de partida para retomar la discusión sobre qué hacer con la publicidad oficial. Veremos qué tanto la voluntad presidencial se traduce en avance democrático. O no.

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