Pequeños Grandes Clientes - La publicidad de sucedáneos de la leche materna en dos revistas pediátricas de Argentina entre 1977 y 2006

Las estrategias de comercialización de los sucedáneos de la leche materna (SLM) han desalentado por décadas la práctica del amamantamiento. Con la sanción del Código Internacional de Comercialización de Sucedáneos de la Leche Materna (CICSLM) de la Organización Mundial de la Salud en 1981, las compañías del sector debieron en algún sentido al menos, adaptarse a la normativa. Una de las respuestas fue la diversificación en la oferta así como la aparición de nuevas recomendaciones que justificaran su empleo. El autor analiza en este trabajo las estrategias de publicidad desplegadas en las dos revistas pediátricas de Argentina más destacadas, antes y después de la sanción del CICSLM. También discute el proceso de medicalización que ha sufrido la alimentación infantil, la preocupante y persistente vinculación entre revistas científicas y empresas productoras de SLM, la carencia de rigor científico en la información que éstas les brindan a los profesionales de la salud y la necesidad de construir legitimidad alrededor de las normas legales sancionadas.

About the author

Fernando Vallone es argentino, médico pediatra y Mgtr. en Epidemiología, Gestión y Políticas de Salud. Docente universitario y experto en comercialización de alimentos infantiles, se ha desempeñado por más de 20 años en el ámbito de la salud pública. Es miembro de la red IBFAN de América Latina y el Caribe y formó parte de su Comité de Políticas.

Summary

The gripping story of an epic prairie snowstorm that killed hundreds of newly arrived settlers and cast a shadow on the promise of the American frontier.
January 12, 1888, began as an unseasonably warm morning across Nebraska, the Dakotas, and Minnesota, the weather so mild that children walked to school without coats and gloves. But that afternoon, without warning, the atmosphere suddenly, violently changed. One moment the air was calm; the next the sky exploded in a raging chaos of horizontal snow and hurricane-force winds. Temperatures plunged as an unprecedented cold front ripped through the center of the continent.
By Friday morning, January 13, some five hundred people lay dead on the drifted prairie, many of them children who had perished on their way home from country schools. In a few terrifying hours, the hopes of the pioneers had been blasted by the bitter realities of their harsh environment. Recent immigrants from Germany, Norway, Denmark, and the Ukraine learned that their free homestead was not a paradise but a hard, unforgiving place governed by natural forces they neither understood nor controlled.
With the storm as its dramatic, heartbreaking focal point, The Children's Blizzard captures this pivotal moment in American history by tracing the stories of five families who were forever changed that day. Drawing on family interviews and memoirs, as well as hundreds of contemporary accounts, David Laskin creates an intimate picture of the men, women, and children who made choices they would regret as long as they lived. Here too is a meticulous account of the evolution of the storm and the vain struggle of government forecasters to track its progress.
The blizzard of January 12, 1888, is still remembered on the prairie. Children fled that day while their teachers screamed into the relentless roar. Husbands staggered into the blinding wind in search of wives. Fathers collapsed while trying to drag their children to safety. In telling the story of this meteorological catastrophe, the deadliest blizzard ever to hit the prairie states, David Laskin has produced a masterful portrait of a tragic crucible in the settlement of the American heartland.

Additional text

"Laskin captures the brutal, heartbreaking folly of this chapter in America's history."

Product details

• Authors: Fernando Vallone
• Publisher: Editorial Académica Española
• Languages: German, Spanish
• Product format: Paperback / Softback
• Released: 18.07.2017
• EAN: 9783330095243
• ISBN: 978-3-33-009524-3
• No. of pages: 156
• Subject: Social sciences, law, business > Business > Advertising, marketing