Abstract
In the winter (June–August) of 2004, the Buenos Aires radio station 95.1 Metro ran an advertising campaign that covered the city in photographs of their on-air personalities altered so as to present them as half-human, half-robot. The advertisements, found throughout the streets of Capital Federal on phone booths and subway billboards, used the image of the cyborg to enhance the “cool” factor of the station, associating cyborg identity with urban sound, technology with the “hip.” Indeed, the campaign fit precisely within the image that the radio station continues to project, both on-air and on its website http://www.metro951.com: that is, a radio station whose emphasis on contemporary, electronic (techno) music places it among the most current, most up-to-date of the radio stations in the Greater Buenos Aires market (whether that image is accurate is, of course, debatable).
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© 2010 J. Andrew Brown
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Brown, J.A. (2010). Ripped Stitches: Mass Media and Televisual Imaginaries in Rafael Courtoisie’s Narrative. In: Cyborgs in Latin America. Palgrave Macmillan, New York. https://doi.org/10.1057/9780230109773_4
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DOI: https://doi.org/10.1057/9780230109773_4
Publisher Name: Palgrave Macmillan, New York
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