The management of communication and public relations between governments and indigenous communities: Colombia, a case study

Abstract

In the 1980s, a slow and arduous journey began in the process of indigenous organization in Latin America. The native people emerged from the silence and paternalism of governments and created a new discourse of the Indian for the world. They discover that "influencing majorities can be very helpful" (Bernays, 2008). This new discourse should be an identity, understood by Western society, with its codes of conduct, symbols and intricacies. A discourse with a path of return but also of return because it sought to communicate and establish a relationship of alliance and reciprocity. Three decades later, the allegation of the indigenous people echoes in the Colombian government who uses their rhetoric to reach the masses in favor of a common enemy: the armed conflict.