The pro-mining speech in Argentina. A case study from the mining company La Alumbrera

Abstract: This paper addresses the strategies of legitimation of mega-mining in Argentina, from the building a pro-mining speech. We worked from a case study of the mining company La Alumbrera and its communication strategy, analyzing the publication "Revista Minera Alumbrera". We focused our analysis on rebuilding the ways in which the company projects an image of itself (ethos) (Amossy, 2000); the enunciative scene that appeals to do so (Maingueneau, 1998); and the commonplaces used (Perelman, 1989). Alumbrera builds an educational ethos in its publications from a professorial set that aims to legitimize their businesses in a context of growing socio-environmental conflicts.