Maradona or Biro Biro? Stereotypes and media’s dynamization about argentinean identities

Abstract

The recent Coca-Cola campaign called “Who was the best: Maradona or Biro Biro?” brings to reality the media representation about the national identities and restarts the discussion about the participation of the media in the process of making dynamic the argentinean identities, which are built and made dynamic from the different mediations, including the media mediation. In this article it is tried to retake important concepts to think about the identity question and analyze the way the Coca-Cola campaign mobilizes the stereotypes about argentinean identities.